About a year ago I wrote a blog on how marketing is like running –  because I’d just completed my first half marathon. Click here to read that post. On Sunday 6 May 2012 I finished my second half marathon in a better time than last year and feeling much better at the end of it. While it was a challenge, it wasn’t nearly as much of a challenge as last year. I’m not saying it was easy. The third mile was tough because most of it was uphill; I was also running with my dog, which gave me more to think about, making sure he was OK and stopping every couple of miles to let him drink. But this year’s run was definitely easier than last year’s. And it got me wondering why … and what I could learn from it for my business and my clients.

1. Getting fitter. The more you do something, the easier it gets. Following a training plan that helps you build up the distance you can run will get you fitter. At the same time, you start to eat more healthily and drink (slightly!) less. The same applies to your business and your marketing. The more networking you do, the more effectively you can do it, as you hone your message. The more you tweet or blog, the clearer your message will become and easier you will find it to engage with your audience. What can you do to make your marketing fitter?

2. Consistent training. Going running once a month, no matter how fast or far you go, will not get you fit enough to run a half marathon. You need to keep doing it on a regular basis, little and often. The same applies to your marketing. You can?t go to one networking meeting and expect to meet plenty of ideal clients who want to buy from you straight away. One newsletter or one press release a year won’t generate dozens of enquiries over night. What can you do to keep your marketing going consistently?

3. Weekly goals. From the New Year I followed a daily and weekly training plan. I knew when I would be running during the week and made sure to fit it in around work, meetings, breakfast networking and everything else. I also knew the distance I needed to run each weekend, as the length of the weekend run built up gradually by a mile each week. Following this plan to the week and the day meant that I reached my goal of completing the half marathon on time and without a struggle. How can you plan your business to the day and the week?

Running a half marathon has a lot of similarities to running a business. Get fit, follow a consistent plan and work towards your goals and you?ll find it much easier to run a successful business.

(As with last year, I ran this half marathon to raise money for The Brooke Hospital for Animals and the work they do in the Third World, to help people work themselves out of poverty. Donations are still being collected at www.JustGiving.com/ChantalAndErnie.)