Businesses, especially ones that have well-established systems and methodologies, tend to ebb and flow. It’s pretty common for a business to slow in the dog days of summer and pick up in the fall, but I hear frustrations from some and jubilation from others.

I was conversing with a client about how business has changed since COVID-19 (2021-2022). Before that time, you could meet people in person at networking events, conferences, and more. Marketing and connection emails were being sent and opened (albeit at a 20-30% open rate). Phone calls were being received and returned. In most ways, it was not easy, but it was feasible to create leads through standard means that have worked for years.

More recently, ads and content have flooded Google and social media. That worked well for a while, but Google Search is being replaced with AI and greater ad competition (and cost).

Organic marketing starts with gathering data about your current customer base and reaching them with thought leadership content that focuses on what is top of mind with them. Then, you can find out what topics or slants on solutions are available and focus on them briefly.

I can guarantee you one thing: Doing more of the same or spending more money on the problem will probably not create a solution.