My 16-year-old neighbor just picked up the violin. The first few weeks? Painful. Off-key notes drifted through the walls, and progress felt nonexistent.
Still, he kept playing.
Now, months later, the melody is taking shape.
It made me think about marketing. When you're not seeing immediate traction, it’s hard to know whether you’re evolving or just...making noise.
Question of the Week
“We’ve been marketing for four months, but it feels like nothing is happening. How long should we wait before deciding to pivot, quit, or double down?”
— Anthony, Millsaw Architectural
Anthony’s challenge is one of clarity. High-end marketing takes time, but it shouldn’t feel like guesswork. Let’s bring structure to the uncertainty.
How Long Is Long Enough?
Think of marketing like a waterfall: it begins with small droplets. Over time, they form a stream. Eventually, it becomes a force.
Your strategy compounds. Month one success looks different from month nine. Progress should match the level of investment—time, budget, and effort.
Enter: Cascading Metrics
1. Marketing Metrics
Early indicators: social shares, impressions, search rankings, website traffic.
2. Visibility Metrics
Momentum builders: Google indexing, brand mentions, referral growth.
3. Sales Metrics
Conversion indicators: inquiries, consultations, bookings.
At four months, most firms are in the Visibility stage. Expect growth in reach and interest—not necessarily sales.
From Feeling to Facts
When someone says, "I feel like it's not working," it's often a sign they're not tracking numbers. Marketing isn’t just storytelling; it’s data. You need quarterly targets that include:
- Website visits
- Search visibility
- Lead volume
- Qualified inquiries
Otherwise, it’s easy to feel lost, even when progress is happening quietly in the background.
Set Realistic Sales Expectations
Start with your past. If last year you booked five full-service clients from 10 inquiries, then doubling requires 20 quality inquiries. That may mean growing your site traffic from 100 to 500 monthly visitors.
That kind of growth is realistic—but only over 9 to 12 months, not four.
When to Pivot, Quit, or Double Down
If momentum is flat, investigate:
- Are your goals aligned with your resources?
- Are you tracking the right benchmarks?
- Is your content resonating with the right audience?
- Are you focusing on brand awareness before bookings?
Sometimes the strategy is right, but your expectations need adjusting. Other times, a small shift in content or messaging unlocks everything.
Want clarity? I offer a complimentary 20-minute strategy session to review your plan and tailor it to the luxury design market.
But even if you’re not ready for that, I hope this helped you navigate the uncertainty with a bit more confidence and control.
