Friday Afternoon Marketing: Tips For Weekly Small Business Marketing Maintenance

During busy times, I find I randomly squeeze in marketing tasks when they pop into my head. For that reason, I decided to kick off Friday Afternoon Marketing: dedicated time each Friday afternoon for in-house marketing and self-promotion tasks.

Written Sep 14, 2010, read 4290 times since then.

Between client projects and office duties, I sometimes have a hard time fitting in time for my own business marketing. As much as I understand the importance of marketing and promoting my small business, I sometimes find that when work gets busy, I randomly squeeze in marketing when a marketing task pops into my head.

I do enjoy marketing my business and have a well-thought out, organized marketing plan. But having a creative mind that works at high speed, I sometimes find that executing it becomes a bit scattered.

Realizing that my haphazard marketing wasn’t effective, I decided to kick off Friday Afternoon Marketing: dedicated time each Friday afternoon for in-house marketing and self-promotion tasks.

As a marketing task comes to mind, instead of hurriedly doing it right then and there, I add it to my “Friday Afternoon Marketing” to-do list. This avoids: A) doing marketing tasks in small, inefficient chunks; and B) not doing marketing at all.

So, what types of marketing tasks can be done on Marketing Friday?

update your profile on online portfolios and directories
rewrite your business bio
write a blog post for your blog (or comment on blogs you read)
send a thank you card to clients and vendors
work on a promotional brochure or one-sheet
write a whitepaper or article
follow up with potential clients and prospects
file completed project samples
update your website: add new projects or newsworthy items
research potential clients or industries
answer a question or write a recommendation on LinkedIn
write a blurb for your business (for potential PR opportunities)
schedule a professional headshot
watch a small business or marketing webinar
call a client to ask for a referral
read small business articles on the web or in trade magazines

How to keep up with your marketing maintenance:

create a “Friday Afternoon Marketing” to-do list so you can easily see what’s on your list and prioritize tasks
block out an hour on your calendar every Friday and label it “Marketing Time”
start a “Thank You” list to keep track of clients and colleagues to send thank you cards (if you don’t have them handy, pick up some stamps and cards)
create a folder labeled “To Read”: file interesting or useful articles, whitepapers or blog posts as you find them
start a document for “Business News”: note newsworthy items relating to your business, such as awards or mentions, that you can add to your website News page or blog
make a list of possible blog or article topics: when you’re out of ideas, it provides a useful starting point
start lists for everything: potential clients to research, small business webinars to watch, self-promotion ideas, etc.

Of course, your schedule may not always allow you to devote an entire Friday afternoon to marketing, but seeing an hour blocked out on the calendar makes you more likely to do it, especially during busy times. And having a visual reference of brief, easy-to-accomplish tasks makes your business marketing less daunting, more organized and, most importantly, more achievable.

Learn more about the author, Lidia Varesco Racoma.

Posted by Robin Allen, San Francisco, California | Sep 17, 2010

Hey, Linda--thanks for making the perfect to do list for me. As a photographer who does head shots I especially appreciate your advice to "schedule a professional head shot." ;-) Seriously, your article addresses my own personal bad habit of scattershot marketing then offers solid solutions. Good advice and well-written.
Posted by Linda Baldridge, Monroe, Washington | Sep 17, 2010

Great Friday Afternoon Marketing Tips, my tips also for a seo company, great advice for everyone who has a small business.

Linda | http://www.infobarrel.com/9_Tips_on_Controlling_Google_through_SEO
Posted by Julie Weishaar, Nanuet, New York | Sep 18, 2010

Thanks Linda for the really helpful list. I am going to put it in my calendar for my Friday's to-do list. Yes it is very difficult to remember and find the time to continue marketing our business while we are "working" :)

Thanks for sharing your insights!
Posted by rickey gold, chicago, Illinois | Sep 18, 2010

Nice, Lidia. You are a rarity -- a graphic designer who does an amazing job of marketing! And your list of ideas applies to anyone who needs to get a handle on their marketing. Way to go!
Posted by rickey gold, chicago, Illinois | Sep 18, 2010

Nice, Lidia. You are a rarity -- a graphic designer who does an amazing job of marketing! And your list of ideas applies to anyone who needs to get a handle on their marketing. Way to go!
Posted by Pam Johnson-Bennett, CCBC, Nashville, Tennessee | Sep 18, 2010

Wow, after reading this I realized how haphazard I am at marketing. Just the idea of marking off an hour on a Friday will keep me more organized.

Thanks!
Posted by Gary Powell, Portland, Oregon | Sep 19, 2010

Thank you Lidia. This is an excellent article on multiple levels. The idea of a running marketing "to do" list is simple yet brilliant and the suggested marketing tasks are great! Truly a lot of value here.
Posted by Lidia Varesco Racoma, Chicago, Illinois | Sep 19, 2010

Thank you for your comments, it's very much appreciated. I'm thrilled that so many of you have found my article useful -- not to mention glad to hear that I'm not the only one who sometimes struggles to keep my marketing efforts organized!

I've been successfully using my Friday Afternoon Marketing to-do list for a few weeks now. Yes, I still occasionally squeeze in a task between client projects, but I'm feeling more productive overall. Feel free to share your own progress or any additional comments.
Posted by Maria Ross, Seattle, Washington | Sep 20, 2010

Great post Lidia! I am a marketer and still struglle with this myself. I try to do the Friday hour and it's important to really make that time sacred and not let others creep into that time.

Thanks for sharing such practical to-dos. I have learned a thing or two myself from this list!
Posted by Mary Lou Kweselait, Hackettstown, New Jersey | Sep 20, 2010

Lidia, nice job. Thanks for your marketing article to-dos. Everyone needs to be able simplify things a bit. This is a great list, thanks for the post!
Posted by John Davies, Bothell, Washington | Sep 20, 2010

Thanks!
Posted by Dyana Valentine, Santa Monica, California | Sep 20, 2010

fantastic seeing your shining face on the HOMEPAGE here at biznik. Nicely done, Lidia. I find that even when I bookmark time to do marketing, it's easy to demote it for client work. SO, I make my marketing time an accountability meeting with other cool folks. We do a bookended call: we all meet up on a free teleconference line, say what we commit to doing, then get off the phone, do it, and do another call at the end of an hour and a half (usually) and copy each other via email on our accomplishments or ask for feedback on drafts. Works really well. Thanks for the awesome tips--I'm going to integrate writing case studies of my clients' progress every two weeks (to use in marketing matls or to use as fodder for articles). You rock!
Posted by Lidia Varesco Racoma, Chicago, Illinois | Sep 20, 2010
Thanks for the additional comments! So glad my tips have been helpful.

Dyana, I love your idea of an accountability meeting. A few of my designer friends have spoken about keeping each other on track with our goals -- a phone call would make it fast and easy.

Oh, and I thought of one more item to add to Friday Afternoon Marketing:
- clean out the email inbox
Whenever I take the time to do it, I inevitably come across someone I should follow-up or check in with.
Posted by Victoria Dzenis, Seattle, Washington | Sep 22, 2010

Wow Lidia!

Thanks so much for these handy tips! I'm printing this one out and hanging it on my office wall as a reminder!

~Victoria Creative Entrepreneur Coach
Posted by Lidia Varesco Racoma, Chicago, Illinois | Sep 22, 2010

Thanks Victoria! Great idea to print out the list, visual reminders are always good.
Posted by Carolee Sperry, Pennellville, New York | Sep 23, 2010

Thanks for spelling it all out.

When I do actually have a minute to myself, I can look at the list and quickly get to something that need doing.

I too have a weekly accountability call with an online friend.
Posted by Christine Rains, Portland, Oregon | Sep 23, 2010

Thank you Lidia for your tips, they are absolutely spot on ... I always notice very few emails on Friday afternoons, so this is a perfect time to catch up on/start up those marketing tasks that otherwise are back-burnered. And as a fellow graphic designer I am especially inspired ... if you can do it, so can I!
Posted by Teri Gleason, Seattle, Washington | Sep 23, 2010

This is a really great list. Thanks!
Posted by Shelley Lincoln, Gold Bar, Washington | Sep 23, 2010

Excellent advice! Thank you! I am going to start scheduling my marketing time weekly and better organize my marketing plan. Great article, thanks again for sharing!
Posted by Dawn-Michele Okamoto, Renton, Washington | Sep 23, 2010

Brilliant!!! Love this and will start all your FAB suggestions this Friday, hey that's tomorrow! Wow, the week flew by, see I need your systems. Thanks for sharing!
Posted by Lidia Varesco Racoma, Chicago, Illinois | Sep 23, 2010

I'm thrilled with all the positive feedback!

A few people have mentioned accountability, which gave me an idea: as tomorrow is Friday, if anyone wants to share their Friday Afternoon Marketing updates on twitter, use the hashtag: #FriMktg

Let's get a trend going!
Posted by Reid Peterson, Boulder, Colorado | Sep 23, 2010

This is really good but I would suggest everyone spend 20 minutes a day reading a commenting on 1 or two blog posts. It really does get your website clicks, especially if you share a well thought out comment.
Posted by Reid Peterson, Boulder, Colorado | Sep 23, 2010

whoops! I meant "Reading AND Commenting"
Posted by Megan Coleman, Chicago, Illinois | Sep 23, 2010

Great article Lidia! I better get to work.
Posted by Elvis Arias, Jersey City, New Jersey | Sep 23, 2010

the more you write fresh content for your online assets the better. Something I preach to my Automotive clients

Automotive Advertising
Posted by Jane Falke, Pauma Valley (San Diego Co.), California | Sep 23, 2010

I enjoyed your article. Marketing a small business seems to be pushed aside when you are busy with clients and other business things to do. A great reminder for me. Thanks for writing this. I'll put marketing into my calendar, now.
Posted by Clarence Hendricks, Laguna Beach, California | Sep 23, 2010

Lidia, I thought your article was great and I really enjoyed reading it, only problem is, now I'm going to feel guilty while at the courts playing doubles tomorrow (Friday).
Posted by Beth Schecher, Eastport, New York | Sep 24, 2010

Thanks for a great and useful article Lidia. Also, thanks Reid for the reminder to interact daily with blog posts and articles. It really does help in your search position. Now, the problem is limiting it to 20 minutes a day! I get enthralled with the information and can't seem to stop at 20 minutes. Maybe setting a timer will help me :-).
Posted by Adam Stoltz, New York, New York | Sep 24, 2010

Lidia, great article but I have one suggestion. Make it "Marketing Mondays" and you have four days left in the week to act on any resulting leads rather than two days off for your prospects to forget about you. As a marketer, I've seen better results that way.
Posted by Charlie Russell, Woodinville, Washington | Sep 24, 2010

Great post! Great inspiration! I consider myself a frustrated list guy and this will really help keep myself in line. I have already passed it forward to others in the company. Thank you
Posted by Sue Manning, St Paul, Minnesota | Sep 24, 2010

Nice article and very doable strategy! I am a freelance graphic designer and I felt like you were speaking directly to me! And really any day of the week will work, just begin implementing. Thanks for sharing!
Posted by Joan Friedlander, Falls Church, Virginia | Sep 24, 2010

Lidia, great example of regular, consistent behavior, as well as focus.

For idea people, it's easy to be distracted. I, too, have learned that Friday's are good marketing days for me, though an hour is not enough. I find it especially good for follow up calls - as long as they're made early enough. It seems we're all a little more relaxed on Fridays.
Posted by Todd Bartlett, Rancho Palos Verdes, California | Sep 25, 2010

I think it's important to dedicate time to work on your business, not just in it as most of us do. The hardest trick is to stick with it and not just do it a few weeks and then fall back to being to busy. One hour a week is doable for all of us.
Posted by Marquita Herald, Wailuku, Hawaii | Sep 27, 2010

Great article Lidia! I wouldn't know what to do without my "list" . . . now, I if I can just move my list from the weekend back into Friday I'll be a happy gal!
Posted by Marilyn Oliva, Fort Lauderdale, Florida | Sep 27, 2010

Thanks for the great advise. I always make lists, but separating them by subject is something i will now start to do. Thanks!
Posted by Angela Gonzalez, Grass Valley, California | Sep 27, 2010

I appreciate your usful and timely article, as I too have a small business and I'm always looking for ways to make marketing a part of "daily business" tasks. I like to do my marketing in between my other tasks, so your ideas make an easy "to do" list for me. Regards, Angela
Posted by Karen Mathieson, Portland, Oregon | Sep 27, 2010

Thank you, Lidia, for a practical and flexible approach to thriving as a Friday Afternoon Marketer, which is much better than being a Monday Morning Quarterback! You provide a great smorgasbord of options from which to choose.

Far from being a "down" time, when the e-mails tail off is a perfect moment to regain focus and creativity. Nobody's out there expecting you to start anything at 4 p.m. on Friday. Becoming absorbed in a manageable set of tasks can also help one resist the temptation to start the weekend early!

A late-Friday ritual for me is to back up computer files to an external hard drive that "lives" in a fireproof security box apart from my office. Before I fetch and attach the drive, I enjoy tidying folders, often coming across tasks (marketing and otherwise) that have slipped away from me during the week.

In the days when I reviewed the performing arts as a freelance journalist, I had a satisfying sense of what it meant to "put the paper to bed." That's how I feel now when both my virtual and three-dimensional desktops are cleared and ready for Monday morning!
Posted by Robin Allen, San Francisco, California | Sep 28, 2010

Wow, Lidia, you sure touched a nerve with this excellent article. Karen--I like your approach a lot. Thanks for sharing your thoughts.
Posted by Lidia Varesco Racoma, Chicago, Illinois | Sep 28, 2010

Thanks to everyone for the additional comments -- I'm so pleased that this article has generated such a productive discussion!

Karen M: great idea to add cleaning up folders and backing up files to the list (especially offsite backups, as you mentioned). As someone who has survived several hard drive crashes, I realize the importance of backing up -- thanks for the reminder.
Posted by Nancy LaMont, Marysville, Washington | Sep 29, 2010

I will have to put your article to "good use" and see how it works for me. Thank you for some fantastic information.
Posted by Nicole Pontillo, Federal Way, Washington | Sep 29, 2010

Great article! Thank you for giving examples of both marketing tasks and marketing maintenance. I found this article at the perfect time as I am revisiting my schedule and tossing around ideas to plan more effectively.

Nicole
Posted by Ronita Ghosh, Nairobi, Nairobi Kenya | Oct 04, 2010

Thanxs Lidia....I am implementing most of your suggestion for a more meaning work week...
Posted by Lidia Varesco Racoma, Chicago, Illinois | Oct 11, 2010

I appreciate the additional comments! if you're tweeting your Friday Afternoon Marketing tasks, please use the hashtag #FriMktg so we can inspire and support each other.