“Marketing is no longer about the stuff you make but about the stories you tell.” – Seth Godin
Yes, we are in another lock down. It is frustrating and annoying, and yet another hurdle, albeit a huge hurdle to your business being successful and sustainable. Now is not the time to give up! Lift your chin, hold your head high and market, market, market! Every business and every Business Owner has a story to tell and now is the time to broadcast your story to the world. The best way to do that is through your marketing strategy.
While things are quiet for you instead of catching up on your paperwork such as accounts and administration, focus on updating or developing a marketing plan with an emphasis on your digital strategy. Look towards the future of when you can open up your business again and have the best marketing campaign you have ever designed ready to go. Plan a quarter in advance as if we will be out of lock down and engage with as many clients as you can. Review and identify who your target market is. Do you have more than one marketing segment as you will need to change your marketing to communicate your message to each market segment differently.
Create a newsletter and ask each client you interact with if it is okay to add them to your email list? In your first newsletter tell your story. Talk about why you are in business and how you can help people. Articulate your vision through social media and create as many posts as you can and then schedule them over a period of time. Try to focus on two social media platforms such as Facebook or Instagram or LinkedIn depending on your target market.
Don’t be a perfectionist try different posts and see what response you get. If it is not a good response take it down and try another. Social Media marketing is very inexpensive and levels the playing field against larger competitors. Marketing online increases your opportunities to find new clients locally, nationally, and globally. However, never post anything negative or potentially offensive. Otherwise you may get the wrong sort of attention.
Consider comarketing with a company that has complementary products or services and promote each other’s products or services. This strategy works extremely well as long as they are the same clients you are after. Create a marketing monthly theme for twelve months and use it to promote a product or service. For example, Fathers Day. Many retailers have ideas and specials to engage children to buy a great gift for Dad. You are only limited by your imagination.
In tough times most businesses cut their marketing budgets. This is a major mistake and is often the death nell of a business. In tough times be brave, take a risk, and increase your marketing activity. A digital marketing strategy is well worth your investment.
Create the momentum. Market, market, market!