BUSINESS HOW-TO
Marketing in the Post-Pandemic World
marketing has come back full force — you need to develop your relationship with your leads and customers now more than ever. What are you doing to educate existing customers on the various products or services you offer that they currently don’t buy and may be buying from someone else? This is huge and can really help you grow profits quickly. How are you ensuring you’re communicating with your customers in a nurturing and relationship- building way, and is your current method of communication more than an email newsletter? If not, you need to add in direct mail, ideally a newsletter, so that you can make sure you’re touching each and every customer as well as your good leads. This will help you maximize your retention, new customers, and upsells to existing customers. COVID-19 has changed marketing, and so far, what we’re seeing is a back-to-basics approach. Some of the new shiny stuff is like a Ponzi scheme collapsing as the world shuts down. Big and small companies have adjusted and are pushing harder than ever on foundational marketing, traditional marketing, and using more social media to generate leads as well as nurture the audiences they build from those lists. Many in your industry may not adjust. I’ve seen a few industries stop marketing because they got an influx of business from being shut down, a massive mistake that will be detrimental for many. When you’re watching how your industry is reacting and what other small businesses around you are doing in response to the pandemic, I want you to keep this in mind: The masses are almost always wrong. If the businesses around you are going left, you need to be going right. –Shaun
The Changes Companies Are Making Right Now
see growth and success, even when others in your industry may not. One change people are waking up to is that a single form of media, regardless of whether that media has been more or less successful due to COVID-19, is a horrible plan. The question I want you to ask yourself is this: Is there a primary media that you get most of your leads from now, and if so, how can you diversify that lead source so you are less reliant on it? Next, look at the amount of information you collect from every lead. Businesses all over saw that when COVID-19 hit and they couldn’t communicate with their customers, it caused massive issues. What information do you currently collect, and what do you need to do to be able to collect more so you can have multiple ways to communicate with both leads and customers? What is your strategy for nurturing existing customers? Relationship
Marketing campaigns are in the process of changing very dramatically. We’re seeing shifts in how people respond to ads, what media works, how well it works, how people buy, and what they buy because of COVID-19. These changes are creating losers in industries that many considered more or less invincible and winners in industries that were previously B-grade opportunities at best. Some industries will never fully recover, and this is affecting both small and large businesses. My concern is that, with all the changes, many small businesses will be left behind because of either bad information, lack of action based out of fear, or some other combination of factors. My goal in this newsletter, and across a number of other media properties I have, will be to help you stay in front of the changes so you don’t just tread water or fall behind — you’ll
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