A couple of posts ago, I mentioned the NBA finals, which were just getting started.
Well, last Monday, the Golden State Warriors claimed their second title in three seasons. The Warriors bested the LeBron James-led Cleveland Cavilers.
In that prior post, I flippantly jeered at the Cavilers, referring to them as the “LaBrons.” That’s because LaBron James is by far the Cavs best player and the engine that makes the team GO.
LaBron is also widely considered the “best player” currently playing in the NBA. And his success over the past 15 years has sparked the inevitable “who’s better, Michael Jordan or LaBron James?” debate.
But as good as LaBron is, and I’m willing to concede over the past decade he’s been the best individual player in the NBA, he’s lost more NBA finals than he’s won. After this season’s loss, his record stands at 3 – 5.
The root of his failure in the finals? Basketball is a TEAM game. In other words, one guy can’t win a championship on his own. The other eleven players have to make significant contributions if the team hopes to reach the lofty pinnacle of an NBA Championship.
This fact hit home when I noticed the stats from game five, the deciding game, encapsulate in the image at the top of this post. In all three major statistical categories — points, rebounds, and assists — LaBron led the Cavilers. Meanwhile, three different Warriors lead in each category.
The Warriors “shared the load” and in turn shared in the “spoils of victory!”
Marketing is similar…
When you’re first starting out, whether as a solopreneur or small business owner, you handle everything yourself. The whole operation rests on your shoulders. In effect, you’re LaBron of your biz.
And that’s OK in the beginning. At that point, time more plentiful, and cash (to pay others for additional support) is in faaaaaaaaaaaaaaaaaaaaaaar shorter supply.
But as your business grows, operational tasks increase exponentially. Pretty soon, you’re spending waaaaaaaaaaaaaaaaaaaaaaaaaay too much time managing your business. And nowhere near enough time serving your clients, which is the purpose of your business.
This is especially true for marketing. Business development is a mission-critical task. But it also demands loads of time, effort and cash. And when new business is rolling in, it’s often tough to keep pace. Without help that is…
LaBron experienced similar stumbling blocks in his “growing business.”
LaBron first trip to the NBA finals came in 2007 when he was only four seasons into his burgeoning career.
LaBron made it to the finals carrying a team that was literally just him and a “bunch of guys.” In other words, a roster full of journeymen NBA players. Adequate performers. But hardly the ideal supporting cast for successful NBA title run.
And predictably, LaBron and his merry band of a “bunch of guys” got swept by the San Antonio Spurs – Four games to none in a best of seven series.
The Spurs roster featured several top-tier players. But none the caliber of LaBron. The difference? The Spurs were a well-oiled machine that relied on a team game. Rather than depending on one player.
LaBron recognized he needed help. So, when the Cavilers failed to pony up a suitable supporting cast, LaBron signed with the Miami Heat to joined forces with Allstar players, Dwyane Wade + Chris Bosh. And that talented trio, sometimes known as the “Heatles,” won two NBA Championship titles.
It’s quite possible you’re in the same position as 2007 LaBron… Your business has grown, which is great, but too much responsibily rests on your shoulders. And your business is suffering as result. Especially in the marketing department.
The key is: DON’T IGNORE THE SIGNS.
And toward that end, here are three signs you need to expand your Marketing Team:
You Can’t Maintain Your Schedule or Meet Deadlines
If you’re smart (and I KNOW you are!), you’ve followed my long-running advice and developed the marketing habit. And that habit includes creating, and adhering to, on ongoing marketing schedule. This is by faaaaaaaaaaaaaaaaaaaaaaaar the best way to ensure you’re consistently marketing your business.
But whether you’re maintaining a schedule, or just following a basic outline, you know you’re in trouble when you can’t manage to meet deadlines. Even self-imposed deadlines.
Marketing campaigns require time and effort. If you’re too busy to invest that time and effort, your marketing will decline, and ultimately your business will suffer.
So, if you can’t keep up, it’s time to OUTSOURCE. Now, you’ve got a few options in this department… Assign the task to an employee, take on a Virtual Assistant, or even hire a marketing agency.
Whatever your approach, just don’t wait too long.
You’re Handling Tasks Better Managed By a Qualified Professional
There’s no shortage of DIY marketing tools these days. From web design to graphic design to email marketing, you can run your own show quite easily. For a while, anyway.
But when you start taking time away from vital client work to manage your marketing, clearly you need some help.
Moreover, as your business grows and your prospect pool widens, potential clients are likely to be more sophisticated. Meanwhile, the DIY approach often casts a shadow of “unprofessionalism” over your biz.
All the more reason to hire a qualified web designer, graphic designer, or copywriter – like me!
Your New + Repeat Business Pipeline is Waning
Maybe this scenario sounds familiar… New business is flowing in like a torrential downpour. In fact, you’ve got more than you can handle. So why not cut back on marketing, right? Sure, sounds like a plan!
But then, a couple of months pass, and that torrential downpour has given way to light scattered showers. So, you dive back into marketing your biz with the full count press. But it takes a few months to build up your pipeline. And your overall bottom line suffers as a result.
When business is good, it’s tempting to take your foot off the marketing gas pedal. You might not even have a choice because your client work is just too demanding, and there simply aren’t enough hours in the day to maintain your marketing habit. The problem is, when you stop marketing your biz, your pipeline is destined to run dry.
So, rather the lose momentum, delegate marketing tasks to employee, take on a VA, or hire a pro.
Has Your Pipeline Ever Run Dry?
Was there a time when you stop marketing your biz because you had “too much work,” only to find yourself without a paying gig a few months later? Drop by my Google+ page and share your tale’s woe.