There is no doubt 2021 has thrown some curveballs for many of you. We all hoped 2020 was going to be the Anus Horriblis. But as the months have moved on, many of you will have found your business just hasn’t reached an even keel. In fact, you may feel like the boat is still either on a very stormy sea, or could even be sinking. It may have left you wondering how you can give your marketing a boost before the end of 2021 to get more clients and increase revenue.
Some of the main issues you have faced will be around not only wooing back customers but also getting new ones. Business owners have had to adapt – whether that’s not knowing from one month to the next if they are open or closed inside. To if it’s a mask off or on the situation. And here in the US for example, that can change from State to State, never mind week to week.
On a recent trip to Palm Springs, within a 45-mile radius, there were six different COVID stipulations. The craziest was within five miles because of a State line border. I felt like I didn’t know if I was coming or going!
So how do you keep on marketing, and make sure you can keep the retention of your client base, as well as encourage new people to become fans?
It may now be the final quarter of the year (can you believe we have just three months to go?) but there are still big things you can do relatively easily to make strong and important changes In your marketing.
5 Ways You Can Give Your Marketing A Boost Before The End Of 2021
Revisit Your Business Goals
It doesn’t matter what line of business you’re in, you will probably have to have done a pivot with not only what you offer but how you operate.
When business owners start to scale back on their budgets, the first thing that often goes is marketing. And that is actually the worst place to cut costs! Because if no one knows you’re there, then you won’t get any new clients or customers.
Now is a great time to revisit and redefine your business goals. Don’t focus on what you have lost. Try to focus on what you have gained, however hard that may seem. Don’t look back look forward. It’s not about what didn’t happen, it’s about what CAN happen.
Look at Your Target Market And Change if Necessary
If you’re a savvy business owner, you will have already established who your target market is, as well as who your avatars / ideal clients are. This is a way you can look at giving your marketing a boost before the end of 2021. If you haven’t – do it NOW! If you need help, take advantage of my free brand message audit valued at $500USD. You can sign up for it HERE.
Your brand message and who your audience specifics are is something you should be reviewed every five years. And if COVID has caused differences, you need to take account of that.
You may also have a new audience – for example, there has been an explosion of interest in gardening as a result of people spending more time at home. So if you have a nursery or garden center, you have a whole new audience at your fingertips. These newbie horticulturalists are also in a younger demographic. And this doesn’t just apply to garden-based businesses.
Are Your Products or Services Still Relevant?
Does your target market still want or need what you are selling them? Their wants and needs may have drastically changed due to the last 18 months. Have your services now become something that is more popular being accessed online? Is this, do you think a permanent shift, or will things switch back? Take a deep dive into whether this is the case.
Test Your Message
Again, if you’re a savvy business owner, you’ll have a tagline or message you fall back on to explain exactly what you do in a very easy-to-understand way. But is that still relevant? Is it still applicable to your audience? If you live in the UK, the message of the government has shifted over the last 18 months from ‘Stay Home, Protect The NHS. Save Lives’ to ‘Hands, Face, Space.’ This is a big change. You have to stay tuned in to speak the language that resonates and is understood by your audience.
Look at your Previous Marketing Campaigns And Review Them
Pre-COVID, you will have no doubt had a number of marketing campaigns that worked really well for your business. But is that still applicable now? There is a strong chance they will, but you need to assess that. Take a look at your copywriting – is it giving you a good ROI? It’s not about reinventing the wheel, it’s more about tweaking what you’ve got. Giving it a new coat of paint. And if your campaign worked, and you think it can again, use it!
If you have managed to stay present and experienced even a sliver of success, or just stayed afloat since the pandemic started, know that you have achieved greatness. That was no mean feat. Be proud and get yourself a big drink or eat that chocolate cake you love. You bloody deserve it. When you are stuck in battle mode, putting out fires you didn’t think three years ago you would ever face, it’s hard to stay positive and keep ongoing. Now is the time to get positive and focus on going out of 2021 on a high
You may feel stuck. But you aren’t alone in that. And looking at these five aspects of your marketing and interaction with your audience will see you roaring to the end of year knowing you have given your marketing a boost with a feeling of strength.
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