I’ve been BEYOND busy lately – like YIKES!
And as you might have noticed, I’ve fallen WELL off my weekly posting schedule. Sure, in the past I’ve missed a week or two here and there. ‘Cause, you know, sometimes life just gets in the way.
But since the beginning of this year, I’ve missed two and sometimes even three weeks in a row – MULTIPLE TIMES! (Oh, the SHAME!)
Truth be told, it’s not purely busyness…
Even at some of my BUSIEST moments, I’ve still managed to crank out some decent posts. But the other thing about being uber-busy is the dreaded BURNOUT…
Burnout can come in many forms, but in my line, it’s most common manifestation is dearth of good ideas. Sometimes, the ole creative well just runeth dry, ya know?
And that brings up a VERY important aspect of running a successful business: Vacation Time. Or more to the point, making time and actually taking a vacation. I’m going to dive a bit deeper into the value – and real necessity – of vacations in the very near future.
For now, let’s suffice it to say, I took a vacation. And boy, was it a doozy!
A Bona fide tropical island adventure!
What was on the docket you ask? Fun? Check! Sun? Check! Sand? Check! Big bawdy girl drinks (with WAAAAY too much liquor and sugar – the deadliest combo)? Double check!
There was even ocean-bound boating, stingrays, sharks, mad capped golf cart off-roading, and conch, lots and lots of conch. Conch fritters. Conch salad. Conch burgers. Cracked conch. You name the food, and there’s a conch varietal.
The Abacos are calling!
And such adventures can all be found in the Abaco islands. Ever heard of it? It’s the northern most island chain in the Bahamas. Situated about 70 miles due east of Fort Lauderdale, Florida, the Abacos rest placidly amid the bluest Atlantic Ocean waters you’ll ever see.
Anyway, this isn’t (supposed to be) my travelogue. So let’s get to the marketing MEAT of this disorganized affair.
Who’s Minding The Store While You’re Away?
Taking off on vacation, even if it’s just a seven day jaunt to the relatively close Bahamas, brings up and uber-important question: How do you manage your marketing while you’re away.
You might be scratching your head and wondering: “What sort of marketing do I have to worry about while I’m on vacay!?”
As it happens, there’s a critical concern you’re probably forgetting all about. In fact, it’s…
One of The Most Overlooked Aspects of Marketing
Give a guess? That’s right, Customer Service. More than overlooked, many see customer service as completely outside the realm of marketing. Yet maintaining quality customer service is vital to effective marketing.
Think about it. How well you manage your customer service impacts client retention, referrals, reviews (as in amassing BAD reviews for POOR customer service on Yelp, Google and other review sites and social media platforms), and your overall brand position.
That’s why planning and managing your absence is a critical marketing concern. But never fear, here are some strategies to help manage this task…
Do Your Work Early: Vacay Prep
You plan your vacation, right? You make certain all of your connection connect, your accommodations are accommodated, and your itinerary is itinerated. (Gotta maximize Mai Tai time, no? ABSOLUTELY!)
So of course you have to plan your absence, too.
Notify Need-To-Know Clients Well in Advance
There is no definitive rule of thumb here, but I say two weeks is ideal. You don’t have to give up all the deets in your initial notice. Just the dates and a promise to follow up with specifics.
And just to clarify, need-to-know clients those you’re actively engaged with. As in, you’ve handling a projects for them RIGHT NOW. I’m definitely not suggesting you hit-up every so-and-so on your business contact list.
Quick Sidebar Here: As we’ve already discussed, taking vacations is CRITICAL to the long term success of your business.
But your dogged commitment to your business and your client can often make you vacation adverse. Also, some clients can make you FEEL like you’re completely abandoning them.
Never-the-less, don’t wait until the very last minute to clue them in. And whatever you do, don’t pretend like you’re not on vacation, and it’s “business as usual.”
In my previous life in residential real estate marketing, I saw this flawed strategy go horribly wrong. Powerless assistants were bullied and battered with increasing ferocity by incredulous clients demanding to speak with their Realtor. Let me tell you, the carnage was frightening.
Rest assured, If you’re client’s likely to be pissed you’re taking a vacation; they’re gonna be MEGA PISSED if you jet off to paradise and completely fail to mention it.
Manage Expectation
In your follow up email, which should come a week prior to your departure, spell out the deets… Give clients a summary of any pending projects, let them know how and when you’ll be reachable, and most importantly caution them against piling on new or additional work at the last minute.
Your last week before vacay should be spent wrapping up loose ends and prepping for departure. This can be tough to manage, because clients look down the barrel of your absence and start to panic. Suddenly even a week starts look like a time span longer than eternity itself.
If this happens, you have to talk the client down off the ledge and reassure them it’s just a week (or however long). You’ll get to everything when you get back. And it’ll all work out just fine.
Email is Your Friend (Except When It’s Not): Taming Your InBox While You’re Away
More than likely email will be your primary method of communication. Especially if you’re out of the country and not at liberty to make costly international calls.
And ain’t that grand? As long as there’s an internet connection, email is FREE worldwide. (Thank you, interwebs!).
On the other hand, spending an entire vacay enslaved to your inbox defeats the whole purpose of “getting away.”
Here are a couple of strategies to combat this heinousness…
Set “Office Hours”
In your Managing Expectations email, establish set communication times. For example, 30 minutes in the morning, and 30 minutes in the late afternoon. Any emails that come in after the afternoon session will be answered the following morning.
And whatever you do, stick to the schedule! Because as soon as you deviate, your clients will quickly forget your prior directive, and expect immediate and continuous responses.
Take “Days Off”
Also in your Managing Expectations email, list a couple of days you will be “completely unreachable” (at least one or two days for each week you’re gone).
Even if you’re limiting email to set “office hours,” those 30 minute sessions can become huge distractions. The purpose of a vacation is to let go of work and relax. You deserve a vacation. And you deserve some legit days off on that vacation.
Any Vacation Nightmares in Your Past?
Do tell? How have crazed clients intruded your “relaxing” getaway? Drop by my Google+ page and spill the beans.