You may have heard that marketing is a lot like fitness.

If you’re overweight and out of shape, you can’t do one exercise session and eat one good meal and think you’re magically going to burn all that fat.

You need to do a lot of exercise sessions and eat a lot of good meals. And then, when you become fit, you’re not fit forever – you have to continue the good work to maintain your good condition.

Similarly, if your small business is unknown, you can’t do one bit of marketing and think that will give you the trust, credibility and brand recognition you crave.

You need to do a lot of marketing to reach that stage – and then you need to keep marketing to maintain it.