If you’ve ever felt like your marketing is all over the place depending on what’s happening in your life, you’re not alone. The truth is: business runs in seasons—and so does marketing.

This season of business has been a busy one. My husband and I run multiple businesses—he owns a pool building company here in Florida that I handle all the marketing for, and I run my own online marketing business where I offer done-for-you (DFY), done-with-you (DWY), and do-it-yourself (DIY) marketing services. (Yes, I wear all the hats—just like you probably do!)

And because I’ve lived through so many seasons of business, I know what it’s like to feel stretched thin in one season and wildly motivated in another. I also know what it looks like to keep marketing going—whether you’re in growth mode or just trying to keep the wheels on the bus.

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Why Your Marketing Should Match Your Life Season

Right now, my season looks like back-to-school routines, kids’ sports schedules, and slowly gearing up for the holidays. If you’re a parent, you know exactly what I mean. My work hours feel different this time of year—shorter but more focused.

And here’s what I’ve learned:

• When I have more time, I market harder.
• When I have less time, I take my foot off the gas a little.
• But the most important part? I never stop marketing completely.

This rhythm keeps our businesses moving forward without burning me out.

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Adjusting Your Marketing Based on the Season You’re In

Your marketing doesn’t need to look the same in every season. What works in summer might not work in fall. What works in a slow season may not fit during a busy holiday push. Instead of forcing yourself into a rigid plan, think about adjusting your marketing to match the life season you’re in.

Here are a few ways to do that:

1. In a Busy Season → Simplify and Streamline

If your time is limited, focus on:

• One platform where your audience is most engaged.
• Repurposing content you’ve already created.
• Quick, real-life updates instead of polished campaigns.

2. In a Slower Season → Plan and Build

When you’ve got more breathing room, use it to:

• Batch create content ahead of time.
• Refresh your website, offers, or brand assets.
• Try a new strategy or platform you’ve been curious about.

3. In a Growth Season → Be Bold

When you’re ready to scale, go all in with:

• Paid ads to amplify reach.
• Strategic collaborations or partnerships.
• Doubling down on consistent, high-value content.

4. In a Maintenance Season → Stay Consistent

When you’re holding steady, focus on:

• Maintaining visibility.
• Keeping relationships warm with your audience.
• Making small, steady efforts instead of big leaps.

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The Takeaway

Your marketing doesn’t have to look the same in every season of life. What matters most is that you don’t stop completely. Whether you’re showing up with a full campaign or just posting a life update, your consistency—even in small ways—keeps your business moving forward.

So if you’re in a season that feels busy or overwhelming, don’t guilt yourself for not doing “all the things.” Instead, ask: What does marketing look like in this season? Then commit to that.

Because success in business isn’t about doing it all at once—it’s about showing up, in every season, in a way that’s sustainable.