We’ve put together some questions to consider as you plan your marketing strategy for a recession and beyond.
In 2020 consumers were forever changed, and businesses have had to adapt faster than ever to stay afloat. When cash flow is tight, pulling back on marketing might be the first thing you want to do. But history shows that in the face of adversity, it’s more important than ever for businesses to actively promote themselves by advertising and marketing their services. Shrewd marketers know how to look at these times as an opportunity to stand out from the crowd and build awareness and goodwill with potential customers. By keeping your brand front of mind among consumers you will build customer loyalty and come out ahead in the long run. Here are two questions to ask yourself as you plan your 2021 marketing strategy:
1. Do your customers know how you have evolved?
Now is the time to reinforce stability by letting your customers know you are still there for them. Your customers want to know:
how you have increased safety measures
No doubt you have had to innovate and get creative in order to protect the health and safety of your employees and consumers. Give your customers peace of mind by letting them know the extra safety measures you’re implementing.
how you are providing convenience
Convenience and personalization have been among the top trends we’ve seen emerge through COVID and other challenges facing our country. Make sure your customers know how you are serving them at home, whether it's through virtual tours, calls, online shopping, home delivery, etc.
how you are remaining a good corporate citizen
Are you partnering with other local businesses or helping a local nonprofit get by during these times by sharing your time, talent or treasure? Your customers want to hear what makes you a good corporate citizen.
2. Is your digital footprint working for you?
With people quarantined or staying at home and spending more time on their computers, your online presence is more important than ever. Now is the time to:
polish your website
An online storefront never needs to shut its doors. Make sure yours is optimized for search (see below) and has a great user experience to increase online conversions. Are you able to implement e-commerce? Even better.
bump up your social media
We bet you’re spending more time than usual on social media, and that means your customers are, too. Stay top-of-mind by increasing the frequency of your posts to match the rise in consumption.
increase your email marketing efforts
Hopefully you already have an e-newsletter (if not, check out this post). Right now your subscribers are on their computers more than ever. Take advantage of this time by making your email campaigns even more customized and engaging.
amplify your search presence
With more online traffic, now is the time to ace your SEO ranking in order to reach (or stay at) the top of search results. Also, that extra screen time we’re all putting in means more opportunity to be seen through paid media — video ads, display ads, social media ads, and more.
In 2021 marketing is going to be more vital than ever for your business.
At Dooley & Associates, we mark our success by our clients’ success. We don’t provide one size fits all strategies or put you in some residual package. We tailor a plan and budget that’s right for your organization and flexible to meet your needs. When you work with Dooley, our team becomes your team. Contact us today to learn how we can help grow your business.