Through this challenging year, every business has had to adapt. Have changes been reflected in your marketing?
If your business has experienced change, it is fair to assume that the same applies to your customers. Priorities have shifted, along with where and how we work. Plans may have been put on hold as we focus on what’s needed to keep afloat.
Whether you serve other businesses or consumers, what they need and expect from you now is probably different from a year ago. Does your marketing message still hit the mark?
Is your Website Content Current?
If you have adapted processes, changed your product range or have new ways of accessing services, has your web page content been updated to reflect the changes?
Beyond your website, take a look at your business profile on social media platforms, directories and other marketing tools; are the details accurate? As uncertainty continues, it is worth reviewing this content regularly.
During times of rapid change, communication with customers is essential. Keeping in touch and encouraging open conversations provides valuable insight. This enables your business to tailor services and marketing in ways which address customer and organisational needs.
In many cases, those quickest to respond to the Covid-19 lockdown were small businesses. Knowing their customers and community, they were responsive. As they shifted their offer and message to meet needs, they attracted new business.
As you welcome customers back through the door, have you communicated the steps you’ve taken to keep them safe? Do they even know that your company is still operational? Email marketing and newsletters are an effective way to reassure customers, retain their trust and keep everyone on your database informed.
Retain Customers with Direct Marketing
Direct communication with existing customers can pay dividends. We know that it takes a lot more effort to acquire new customers than to retain existing ones. As many companies and individuals are facing difficulties, what will it take to keep those loyal customers?
A change in financial situation could mean that previously regular buyers can no longer afford your services. Rather than lose this business, do you have an alternative option or can you agree on new payment terms?
Bring your Content up to Speed
As a small business, there is always plenty to keep us busy. I encourage you to find 30 minutes in this week’s calendar to review your communications and marketing messages. Is your content relevant or does it need bringing up to speed?