Sustainable marketing starts with sustainable business.
‘Sustainable’ can be defined as the following, Able to be maintained at a certain rate or level.
Sustainability is often used in reference to environmental and social consciousness, however, in this context, it will be referred to the internal environment of your business. Here are my definitions:
Sustainable business: I define a sustainable business as one that is sound financially, has a long-term plan, and is growing at a rate that can be maintained. This business has low turnover in staff and clients (or members).
Sustainable marketing: I define sustainable marketing as something that grows with your business and isn’t a quick fix, program, or short-term campaign.
So, how do we start to build a sustainable marketing program? Sustainable marketing starts with building a sustainable business. Let’s start there using the context of a gym, specifically a Crossfit affiliate.
So, you’ve opened a Crossfit gym. You want to invest in marketing to get more members signed up for your on-ramp program. You’ve been running your own social media, and get your coaches to help out, but understand that having a consistent strategy is important and you don’t have the time to run it yourself. Where do you start?