Balancing marketing with other business responsibilities

Let's talk about a question I get asked all the time… “how do I balance marketing with other business responsibilities?”.

 

Marketing often ends up on the back burner for business owners. There’s always something else that feels more urgent, servicing clients, managing staff, handling finances, or just keeping things running. 

 

In my Understanding Business & Marketing needs conducted last year, 82% of respondents said balancing marketing with other business responsibilities is one of their biggest challenges.

 

If that sounds familiar, you’re not alone. And that’s exactly why I’m writing this blog series – to help business owners like you manage marketing without it becoming overwhelming.

 

So, let’s start with how to balance marketing with everything else on your plate.

 

1. Shift Your Mindset: Marketing is a Business Priority

Marketing isn’t a “nice to have” or something to do when you have spare time (because let’s be honest, when does that happen?). It’s essential to keeping your business visible, supporting your business or organisational goals, and reaching and engaging potential new clients.

 

Balancing marketing with other business responsibilities means recognising that marketing is a key part of business success, not just an extra task.

 

So, instead of treating marketing as a nice to have rather than a must have, think of it as part of your regular operations just like invoicing or responding to emails. When marketing becomes a habit, it doesn’t feel like such a struggle.

 

2. Plan in Advance to Avoid Last-Minute Stress

One of the biggest reasons marketing gets pushed aside is that it feels like too much work to deal with in the moment. 

 

So, what can you do about that. The answer is plan ahead. 

 

Try these tips. 

• Set aside time at the start of each month to map out key marketing activities. And stick to it. 
• Use a simple content calendar to plan social media, emails, and promotions.
• Automate what you can. That can be email sequences, social media scheduling, and recurring advertising or promotions.

 

By getting organised, marketing stops being a last-minute scramble and becomes something that just happens.

 

3. Prioritise High-Impact Marketing Activities

Not all marketing efforts are equal. Some will get you more visibility and leads than others. If time is limited, focus on what delivers the best results for your business.

• Leverage social media: If your ideal clients are active on a platform, show up there consistently.
• Maximise existing clients: Email marketing, referral programs, and upsells are easier wins than constantly chasing new leads.
• SEO and content marketing: Writing useful, keyword-optimised content (like this blog) can bring in leads over time without ongoing effort.

 

4. Set Realistic Goals & Time Blocks

Trying to “do it all” leads to doing nothing. Instead, set small, achievable marketing goals and allocate time for them each week.

• Block out one hour per week to focus on marketing. And as mentioned above STICK TO IT. Don’t let anyone (including yourself), interrupt or move this important dedicated time. 
• Choose one priority per month (e.g., updating your website, improving social media consistency, or running an email campaign).
• Track what’s working so you can refine over time.

 

5. Delegate or Outsource Where Possible

Do you struggle to let go of marketing because you feel you “should” do it yourself?

 

I see so many business owners who do this. 

 

But if it’s not your area of expertise (or you just don’t have the time), outsourcing can free you up to focus on what you do best.

 

Some options you can consider/implement include:

• Hiring a marketing consultant (like me) to develop and execute a strategy.
• Engaging a social media manager or content creator to develop and schedule content strategically and effectively.
• Getting an agency to run ads (not me, but I can recommend one or two) or SEO work (me, aka starfish marketing).

 

Finding What Works for You

So, the next time you're thinking “how do I balance marketing with other business responsibilities”, remember it isn’t about adding more to your plate. It’s about being intentional with what you do and making it sustainable.

 

This is just the start of the conversation. In the next blog, I’ll cover how to create consistent marketing efforts. Because even the best plans don’t work if they aren’t followed through.

 

Want to make marketing easier? Let’s chat about how I can help make it happen for you.