You’re allowed to take a break and reduce the amount of marketing you do, or even pause it altogether. (If you’re not sure about that, read this first.) You don’t have to keep all your marketing guns blazing all the time. Maintenance mode can keep people engaged while you’re gone. Of course, you might wonder how maintenance mode actually works. It can be simple. It just involves a bit of advance planning to create a version that works for you. Here are a few things to think about to help you with the process.
Start early
If you’re getting ready to take a break, there are probably a hundred things on your to-do list before you’ve even started thinking about packing a suitcase. If you leave your marketing until the week before you go, you might need to drop it altogether to focus on something more important. Taking a marketing break is fine, but not if you leave for your holiday feeling frustrated because that wasn’t the plan, or you don’t actually take time off because you’ve packed your laptop.
Create your plan about two or three weeks before you leave. That way, you’ll have time to write the content, film the videos, gather the pictures and get everything scheduled before you go.
Create a minimum viable marketing plan
You might have a regular marketing schedule in place. If you can maintain it, great. If not, ask yourself what a reduced version could look like. It could be one blog post instead of two or more. Using evergreen topics can work well, as your audience might catch up later because they’re away too. You could reduce the number of social media posts you create and schedule them in advance if you don’t already. These could be posts repurposed from existing content or reshared posts. You could also reduce the number of marketing emails you send, or make them shorter.
It’s also a good idea to set expectations about when you’ll respond to any messages. Create an out-of-office message that feels human and relatable instead of corporate. Mine has mentioned breaking up fights between my children and eating ice cream in the past. You can also set autoresponder messages for Meta apps and on WhatsApp if you have the business version. That way, you can relax knowing that potential customers aren’t getting annoyed because you’re not replying.
What to leave out
While you’re considering what to include, also think about what you can leave out. You don’t have to post every day, or even every other day. You can ignore comments until you’re back. If you feel the urge to post something from the beach, ask yourself why you’re doing it. Is it because you’ve thought of something genuinely useful and relevant, or are you just feeling guilty about switching off? I use Google Keep to record ideas for posts to use later, whether they come to me while I’m away or during a normal week when I’ve had an idea while I’m out for a walk.
Most importantly, you don’t have to apologise for taking time off. Anyone who has a problem with that isn’t your person. Making these decisions in advance helps you set a boundary so you can relax and recharge.
Leaving maintenance mode
I usually find it takes me a few days to get back into work mode after a break. I usually start re-entry by checking my emails to see if there’s anything that needs attention. I usually aim to batch-create my marketing content for a whole month, so I don’t have to worry about posting as soon as I come back. If I’ve had any fresh insights while I’ve been away, I like to give myself time to reflect and make a plan to work out what any changes look like in practice.
Of course, that’s just me. You might get back from a holiday, raring to dive back in. Do whatever works for you.
Ready for a chat?
Everyone’s life and business look different, and you might feel as if maintenance mode marketing feels like too much alongside everything else. That’s OK. If you need some support, I can help. My content writing packages give you monthly content that’s built around you and your business. We set up regular chats, and I take the rest off your plate so everything on your plan goes out when you need it to.
When you work with me, I’ll get to know you and your business, and write content that showcases your best self, helping you connect with your ideal customers and talk about what matters most to them.
You can email me to arrange a chat or book a Zoom call to find out more.
Alternatively, sign up for my mailing list, and I’ll send you a free copy of my eBook with fifty (yes, 50) topic ideas for your marketing as a thank you. It also includes hints and tips to help you structure your posts if you’re currently writing your content yourself.
