Steadying Your Marketing in Shaky Times
You’ve had to make a lot of changes in the past few months to the who, where, how, and even why of your business. You’ve learned how to adapt during a crisis, and even how to use your marketing department as crisis management.
At the beginning of this year (or tail end of 2019), did you meet with your team to discuss your projections for 2020? Did you set plans and goals for Quarters 1-4 of the year? I think it’s safe to say that nothing has gone according to plan from the get-go. Since the pandemic disrupted businesses across the world, you’ve probably felt like you’ve been playing catch-up. That’s okay! Everyone is feeling this same pressure. So while you may be feeling behind on your company’s goals, you’re on pace with the rest of the world.
As we learn more about how drastically and permanently this virus has altered the status quo, the time of playing catch-up and handling the “now” is over. It’s time to look forward and (re)plan for the rest of the year, even while the future of the pandemic is still in flux.
Set New Goals
It’s probably safe to say your goals for the year have changed. You might have adjusted your success benchmarks regarding new customer acquisition and existing customer retention. If you have multiple products or services, maybe you’ve had to switch focus from selling one to selling another that may better benefit your customers during this crisis. Or maybe instead of launching something new, you’ve had to put it on the back burner. And, if you had any major, in-person events planned, well…
How should you adjust your goals for the rest of the year? Determine the best way your business can HELP your customers in this new norm. Brainstorm ways you can use your products, services, or marketing to lend a hand and help your customers adapt to the changing times. Also, be mindful that the ways in which people support and access your goods and services has likely changed. Make it as easy as possible for people to do business with you.
It’s Time for Plan B, C, D, E, and Maybe F
Rather than look too far into the future for your company, take the time to plan for multiple scenarios. Restrictions are easing in many states, but what if a second wave hits? Start by planning out what the most restrictive economic environment might look like for your business and slowly build your way back through to an ideal economic scenario. Again, the end goal is to make it easy and preferable to do business with your company, so you should have ways in each plan to attract, engage, convert, and retain customers.
Get Reacquainted with Your Audience
Life for everyone looks totally different now than it did at the beginning of 2020. Your customers’ behaviors, needs, wants, etc, may have changed! Be sure to tailor your marketing to reflect that. Take another look at the buyer personas you have created. Perhaps this customer used public transit and now they don’t, or went out to a bar once a week and now they don’t. Consider what is restricted in your demographic area and account for that change in your marketing tactics.
Again, be prepared for this, too, to be in flux as businesses are allowed to reopen, consumers are allowed to return to work, restaurants, bars, shops, etc.
Prioritize Digital Marketing
If you haven’t already embraced the digital side of marketing, now is the best time to do so. Your audience already relies on social media for connecting with friends and family, and since the pandemic shut down so many public places, consumers rely on online environments to do research, make purchases, share feedback, and make recommendations to friends and family.
Your website MUST have a good user experience (particularly on a mobile device) and your social media platforms should be a way to connect with your audience and to show (not tell) them how you can help them during the pandemic. Create a strategy that combines social media, blogging, and even email marketing to attract and nurture leads, connect with current customers, and inform everyone how you can meet their needs.
If you are selling products and don’t yet have an online store, Facebook and Instagram announced a new feature rollout to create small business shops. This option might be a good fit for you if you are selling just a few items and need to be up and running quickly, with little web development input.
Consider an Ad Spend
If you’re feeling any type of cash pinch, spending money on pay-per-click (PPC) advertising on Facebook, Instagram, Google, Pinterest, etc. might be the furthest consideration from your mind. However, lots of your competitors are thinking the same way. If at all possible, figure out your most profitable platform for conversions and then spend smart money there. Even a smaller budget can make a big impact right now if the messaging is correct, the audience is appropriate, and it’s easy to do business with your company.
Get Some Help
A final and personal note: we are ALL feeling the exhaustion of anxiety and overwhelm right now. It’s more important than ever that we recognize our own limitations as individuals and find ways to connect and rely on those who can help us. Asking for help isn’t always a natural instinct for go-getter entrepreneurs or “strong” leaders, but working with a team of professionals who can completely manage some element of your company and allow you to focus on big-picture tasks makes more sense now than ever before. Partner up with freelancers, contractors, small agencies, legal firms, and other professionals to make sure that your business is on the best path for success now and in the future.
