For most of us, this is the busiest time of year. We’re dealing with all that pent-up holiday demand. Family time over the holidays is very good for business (cynical, I know). Calls, up. Consults, up. New clients, up. Revenues, up. Marketing, down.

Marketing down? Huh? What’s that about?

Well, most of us get busy with new clients and push our marketing activities to the back burner. We put things on pause and figure we’ll get back to marketing when things slow down.

That’s not a good plan. Marketing is kind of like that dollar cost averaging thing the people who are good with their money talk about (not being one of those people, it was hard for me to even remember that phrase). Those smart people invest money each month regardless of how high or low shares of their favorite investment might be at the moment. They know that being regular about investing is more important than buying low and selling high. They are consistent, and they see great results over the long haul.

That’s what we want in our marketing—great results over the long haul.

We need to dollar cost average our marketing.

We need to keep on going in January when it’s busy and in December when it’s slow. Marketing is like breathing: we’ve got keep doing it to stay alive.

Stay in touch with your referral sources, add content to your website, stay active on Twitter and Facebook, send some thank you notes, and write an article for publication. Keep moving. Don’t slow down. This is no time to give up your forward momentum.