The holidays are over – Why do I need to invest in advertising now?

In short, your business’s thriving success is predicated on its ability to stay relevant and in the forefront of your customers’ minds. The most effective way to attain that is through compelling and consistent marketing strategies that make your business as accessible and familiar to your regular and potential customers as possible. While a blitz campaign through the holidays may generate sales for that season, what about the following months? Will they even remember they used your product or bought it for someone else?

What is compelling marketing? It involves ongoing campaigning that is delivered to a targeted customer base frequently and consistently throughout the year. According to, it takes a potential customer 6 to 8 exposures to your business or product before they can be considered a “viable sales lead.”

What does a good marketing campaign that is consistent and frequent give me?

  • Lasting impression – It not only reminds your customers about your product or service, it also helps them to become familiar and more willing to give it a try.
  • Increased potential for profits – Multiple impressions leads to customers keeping you in mind and helps them to move from being just a viable lead to actually purchasing something throughout the year, rather than just during the holidays. That could be the difference between you making a little bit of money during the holidays and actually turning a profit for the entire year.
  • Savings on advertising – Advertising in after-holiday periods, like the month of January, can offer the business owner deep discounts and deals, essentially giving more exposure for less cost.
  • Credibility – Doing a consistent and frequent marketing strategy often gives the company credibility to customers. It’s the idea of them inferring that the company must be doing well, or the product must be great, if they have increased advertising efforts.

Is there anything else I can do to generate future growth for my business?

Of course there is! Take a look at the options below.

Online presence – According to, the percentage of those accessing the internet via a device is on an uphill increase year after year. In 2018, more than 50% of internet traffic was done via a mobile phone. How user-friendly is your site for smartphone access? If you contact a digital advertising agency, it’s likely they will be able to spruce up that website and make it more smartphone friendly and give it a responsive design.

eCommerce – Are your products and services available for purchase online? Customers like instant gratification and the easiest way to make that happen is to put it on your website. This can be accomplished through services like Cash App, Paypal, Squarespace, Venmo, Google Pay. Remember if you feel skittish about trying to install these things yourself, a good advertising agency should be able to help you out.

Overall, the moral of the story is that investment in your business’s profitability and success should be more than just a one-and-done marketing blitz campaign. Since it is the beginning of the year, now would be a great time to make a marketing budget that you can spread throughout the year so that you can offer a consistent and frequent presence in the online world, and snag even more customers.

Allyson Hibbard is a guest blogger for She writes about art and other topics of interest on her website, Allison Artwork.