As the world reopens so do businesses, including your competition.
The last several months have made a loud sucking sound as cash has flowed out of many businesses who are now faced with profound decisions. How and where to invest in the advertising and marketing that will bring in vitally needed revenue.
If yours is one of the businesses in that situation, take heart, there are ways to be relevant with little money. It will not be for everyone, everywhere, but perhaps you can leverage low cost availabilities to get back in the game.
Write a Blog. You know your product or service better then anyone. You can provide valuable information and analysis of trends, new products, consumer reviews, etc. If you are not a writer there are many inexpensive writers available on sites like Fivrr and Upwork. Being an expert in your field is one of the best differentiators.
Create a Video. Thank you, iPhone, and every other quality cell phone. The video capabilities are very strong, in fact the iPhone 11 camera is near professional quality. You can create all types of clips – special offers, product reviews, thank you to customers, your personal brand, etc. Video content is almost a must nowadays. If you are not entirely comfortable on camera reach out to a media coach, it will be worth it.
Host a Zoom Webinar. Especially if you are a B2B business you should consider hosting a webinar. The topic can be most anything if it is produced and hosted by you. Enlist two or three of your business associates to speak about an industry specific subject. The key is to invite subject matter experts so you can hype the depth of their experience. A word of caution, practice both the technology and format in advance. You will need to know where the functions are and how to engage them. ZOOM is a very easy to use platform, but there are others such as Microsoft Teams, Webex, Google Hangouts, and many more. Each is slightly different, generally easy to master, but you do need to put in the time. Announcements and invitations can be distributed on your social media outlets. At the very least you will be able to capture the email addresses of the attendees and send them information about your company and what you offer. The plus here is that they will recognize you and your company.
Keep in Touch with Your Database. This is foundational. Your client base is your gold. It is exponentially easier to maintain a client relationship then acquire new ones. Depending on how big your list is, concentrate first on revenue generators followed by those with longevity and a history of repeat purchases. In the world of tight resources, the obvious is to call. You can personally call or assign to staff. This should not be done in an ad hoc manner. Plan your strategy with a schedule and talking points for the conversation.
Of course, this seems like a lot of work in addition to running your business. My advice is to look at this as sweat equity. The survival of your business is on the line. If your business is to survive you must take the helm and yes, from time to time do it yourself. When you begin to realize the fruits of your initiatives there will come a time to relinquish your efforts to professionals. Why, you might ask? It really is about the value of your brands, both personal and business. Integrating your marketing is more than trial and error. Each segment of marketing needs to be coordinated for maximum effect. Consistency of how you communicate, the company’s tone of voice, even the visual images that are used must be considered. Professional marketers use a brand book to make sure every outward facing effort adheres to the look, feel and approved style.
The reopening of the economy and what that ultimately means is unknown. The above tips are offered to help you turn the corner and get back on your feet. I firmly believe that we need to be united in regaining the pre-pandemic levels. I am available to help. If you have questions, please reach out.
The author, Greg Demetriou, is the owner of Lorraine Gregory Communications and the founder of GregsCornerOffice.com, the home of the Ask A CEO interviews and podcasts. He can be reached at firstname.lastname@example.org.