They say that a change is a good as a rest
I’m not sure I’d rank that as one of my most favourite quotes, as I personally can’t think of anything nicer at the moment than taking some time out and putting my feet up! And as for change, well for many businesses change has not just been a luxury to sit and contemplate, but a necessity, and something that’s had to happen over the last few months in order to survive.
I don’t want to write about how businesses have suffered through the pandemic, because let’s face it, we could all do with something more positive right now! And so, I’m bringing you some considerations for 2021. Following on from my previous Blog about activity that businesses could be doing to maintain brand visibility, I’m now focusing on the light at the end of the tunnel and forward thinking to next year in terms of a new year and new goals.
Here are my top 5 tips for businesses when it comes to kickstarting marketing for 2021
1. Keep your prospects close, and your customers closer
The pandemic has presented us with many challenges, and one common question has been whether or not to market to our customers during such a testing time. The answer was (and still is) yes. However, marketing messages should change. A recent survey revealed that 7% of people wanted to be marketed to BUT in a different way that takes into account the ‘new normal’ and current climate. Your messaging and focus should change. You need to be mindful of your audience and talk to them in an empathic but not patronising way. Tone of voice is really important during a sensitive time.
Top Tip – your 2021 marketing plan should include email marketing and it should be consistent and educational. Forget the hard sell and focus on helping your customers. The most useful type of content includes;
· Cheat sheets
· Top Tips
Be award of the types of ‘Call to Action’ that might urge for commitment from your clients and prospects – ‘Free trial’, Sign up today’ and ‘Book an appointment’ should all be used with caution – unless you’re sure that’s what your audience wants.
email marketing is still reported to deliver four times higher than any other digital marketing channel.
2. Social media will matter (even more)
Now is a good time to explore new social media channels for your brand. If you have an innovative product that inspires people to impulse buy, check out Instagram or Pinterest, and if you’re looking to sell B2B and build a solid network, start researching the tools and capabilities of LinkedIn.
You don’t have to be everywhere on social media to get results, you just need to figure out where your customers spend most of their time and get visibility and traction on that or those channels.
Many businesses are having success with encouraging customers to contact them through social media, and have adopted tools such as WhatsApp for Business which allows a more relaxed way for customers to communicate. If this could work for your business, give it a try.
3. Give your website a facelift
Some websites look beautiful, and many beautiful websites don’t convert. A website that looks amazing is great, but if it doesn’t do what you want it to do (usually attract leads) then you may need to look at the UX (user experience) when people are visiting your site.
Here are some key points to consider;
· Is it mobile friendly? If analytics show that most of your users are viewing via a mobile device, then it needs to be optimised for mobile. And if you’re not using analytics – get that set up pronto
· Do you update the content regularly? Make sure you add a new Blog, Testimonial or even a video to help with SEO and keep visitors engaged
· Review your CTA’s (Calls to Action), are you too aggressive in what you’re asking visitors to do? Think about the friction each CTA may produce on a scale of 1-10.
Low friction – Get in touch – 5/10 High friction – SIGN UP NOW – 8/10
4. Review what’s worked before
Sounds obvious, but do you track all of your marketing activity? If you placed an advert, did you assign it a quote reference so you could track enquiries? Do you regularly look at Google Analytics for your website? Where do the majority of new enquiries come from?
These are all important questions to help with a prosperous 2021 and should be part of your marketing plan.
Customer feedback is a really important to ensure you’re providing the service that’s expected. Looking after your customers should be your number one priority, and that means anticipating their needs and making sure you and your team meet them.
5. Keep your business in the spotlight
PR is a fantastic way to keep your brand out there, it’s also often low cost or in many cases free. Your basic PR plan should include –
· Press release ideas and proposed dates/months of when you could communicate them
· A list of local publications with the email address for the Editor
· A press release template with your logo and contact details (contact me and I can supply this for you at no cost)
Don’t ever make the assumption that people will just remember your business. Businesses and brands become even more vulnerable if they stop with PR completely, in fact, 'doing nothing' for over a 6 month period is proven to have a very negative impact on brand health.
If you need support or advice with any of the above areas, I’m happy to help – firstname.lastname@example.org or call 07824 447464.