Overcoming Sporadic Marketing Syndrome™ is the topic of this Better Marketing podcast.
Welcome to the Overcoming Sporadic Marketing Syndrome™ Episode
Welcome to another episode of Better Marketing: Marketing Magic in Minutes. I’m Tracy Heatley, and today we’re talking about a common challenge many service-based business owners face – something I call Sporadic Marketing Syndrome.
If you’ve ever found yourself going full steam ahead with your marketing one month, only to disappear the next, this episode – and blog – is especially for you.
Let’s dive in…
What is Sporadic Marketing Syndrome?
Sporadic Marketing Syndrome, is when your marketing activity is inconsistent and reactive, rather than being proactive and strategic.
Perhaps you launch into action when business is quiet, but the moment you get busy with client work or sales, your marketing slips to the bottom of the priority list. Sound familiar?
You’re not alone – it’s incredibly common, particularly among business owners and solo service providers.
Other Articles On Overcoming Sporadic Marketing Syndrome™
I’ve written extensively about this on my blog and in various media outlets, including The Juice – an international business publication and The Maverick Paradox – a publication I’ve written many articles for. If you want to explore this further, you’ll find more on my website. But for now, let’s focus on what causes Sporadic Marketing Syndrome™ and, most importantly, how to fix it.
Why Sporadic Marketing Syndrome™ Happens
If you run a small service business, chances are you wear all the hats – marketing, sales, delivery, admin, finance – the lot. It’s a huge juggling act, and marketing often takes a backseat when other demands feel more urgent.
There are a few common reasons for this:
- You prioritise client delivery over visibility
- Perfectionism holds you back
- You run out of time or motivation
- You feel overwhelmed by how much there is to do
And that’s perfectly normal. But here’s the catch – if people don’t know you exist, they can’t buy from you.
The Impact of Inconsistent Marketing
When your marketing stops and starts, it can do more harm than good. It creates confusion for your audience and can damage trust.
Potential clients might wonder if you’re still trading. Others might question your professionalism. Inconsistent marketing also disrupts your data – making it difficult to see what’s working and what’s not.
The Personal Impact of Inconsistent Marketing
And let’s not forget the personal impact. You lose momentum, not just with your audience, but with yourself. That inner voice starts whispering all the “shoulds” – I should post something, I should update my website, I should follow up with leads.
As Tony Robbins says, “Don’t should all over yourself!”
That’s why this topic follows on nicely from the previous episode: The Magic Of A Marketing Mindset.
How to Break the Sporadic Marketing Cycle
The solution? Get strategic.
The reason I developed my Strategy Cycle™ Program was to help business owners like you cure Sporadic Marketing Syndrome. It’s all about creating a plan that works for you and can be maintained long-term.
Here’s some tips on how you can avoid Sporadic Marketing Syndrome™ and start to create consistency now.
1. Create Systems
Batch content, use templates, and automate where possible. Reusable systems save time and reduce stress.
2. Set Realistic Goals
You don’t have to be on every platform or post every day. Choose the channels that matter to your audience and stay consistent there. But, get Better Goals!
3. Build Flexibility
Life happens. Your marketing strategy should leave room for real-life situations without everything falling apart.
4. Track and Tweak
Consistency brings better data. And better data means smarter marketing decisions.
5. Get Accountability
Many of my Strategy Cycle™ and mentoring clients tell me that regular check-ins and having an outside perspective keeps them on track. If you’re not ready for that level of support yet, find an accountability buddy – someone to check in with and share progress.
You Don’t Need to Do Everything
One thing I see far too often is service business owners trying to do everything, then ending up doing nothing because it all feels overwhelming.
But you’re far better off doing a little, consistently, than going full throttle one week and radio silent the next. Sustainable marketing is consistent marketing – not perfect, not fancy, just steady.
Overcoming Sporadic Marketing Syndrome™ Key Takeaways
- Sporadic Marketing Syndrome Syndrome™ happens when marketing activity becomes inconsistent and reactive instead of proactive and strategic. It’s a common problem for service-based business owners who juggle multiple roles and often put client work ahead of their own marketing.
- Inconsistent marketing damages momentum, reduces visibility, and can make potential clients question your reliability. Sustainable success requires structure, clarity, and a consistent approach.
- The cure lies in creating systems, setting realistic goals, and building flexibility into your strategy so marketing fits around your business, not the other way around. Tracking results and staying accountable — whether through a mentor, the Strategy Cycle™ Program, or a trusted peer — keeps you on course.
- Above all, consistency beats perfection. A little regular marketing effort done well will always outperform occasional bursts of activity. With focus and structure, you can overcome Sporadic Marketing Syndrome™ and build steady growth that lasts.
Want My Help With Your Marketing?
If you’d like support getting your marketing strategy sorted – or a bit of extra accountability – you can book a free 30-minute discovery call via my website: tracyheatley.com
You’ll also find free resources, including blog posts, podcast transcripts, and my free downloadable guide, which you can access via my homepage and Strategy Cycle™ Program pages:
It’s called: A Small Business Owner’s Roadmap to a Better Strategy
When you download it, make sure you enter the code POD2025 and you’ll be entered into my monthly draw to win a free online Marketing Power Hour with me. The strategy guide does exactly what it says on the tin – it gives you structure, clarity, and a better understanding of what should be in your marketing strategy.
Coming Up Next…
I hope you’ve enjoyed this Overcoming Sporadic Marketing Syndrome™ episode. In the next episode, I’ll be helping you identify your signature marketing style – so that you can build a marketing approach that plays to your strengths, feels good, and actually gets results. Tune in next time to learn more about how to build a brilliant brand with little or no budget.
Until then, I’m Tracy Heatley – Chartered Marketer, CIM Certified AI Marketing Specialist, and passionate supporter of service-based businesses like yours.
Thanks for reading – and remember…
Better marketing means better business.