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- Marketing Strategy
As we enter 2021, it’s likely that businesses are viewing their marketing plan for the new year through a different lens than in years past. 2020 has undoubtedly changed all of us in some way, shape or form, and we’re seeing the result of that as we talk with our clients, colleagues, and community members about their challenges and opportunities for the new year. As we head into the unknown of 2021, it may be difficult to benchmark your successes alongside traditional goals. However, we’ve put together a short list of attainable goals to strive for in the months to come.
Keep a consistent, updated online presence
Last year, many businesses realized the need to keep their online presence in tip-top shape as they were forced to pause or drastically limit their in-store traffic. Those who couldn’t keep up, or didn’t have an online presence to begin with, likely struggled more than others. This trend will likely continue well into 2021, so we urge businesses to aim to keep their website, ecommerce, social media, online listings, and digital advertising as up to date as possible. Don’t let your store hours or processes change without giving notice to customers! Stay engaged with your audience with live videos, webinars, Facebook groups, and email campaigns. As you keep your online presence consistent, and include your followers in your updates, consumers will feel more confident doing business with you.
Be a real, customer-centric brand
As we’ve shifted to online and more distanced in-person interactions, the need to humanize your brand is heightened in 2021. Emphasize customers, employees, and community in your marketing. Be available to answer questions and address concerns, respond to customer reviews (good and bad), and always be on the lookout for ways to enhance your customer experience. Build a personal connection with your audience by being real, and don’t underestimate the power of delighted customers. Turn them into brand ambassadors through personalization, excellent customer service, and honest communications — and don’t forget to thank them often!
Remain flexible in all things
Any marketing plan should be adaptable as our internal and external environments change. Pandemic or no pandemic, many factors can affect our strategy and it’s important to keep an open mind and be flexible. We saw the effects of this last year as advertising budgets decreased, much of the workforce moved to working from home, and ecommerce became the norm, as brick and mortar store traffic declined. As things change, so can your marketing tactics — and that’s okay. What’s important is to set up ways to track what’s working and what isn’t, whether that’s through sales goals, customer feedback surveys, or other key performance indicators. Armed with this information, you’ll be better equipped to adjust your strategy and make the most of your situation.
These three overarching marketing goals are something to keep in mind as you build your marketing plan and set out to make 2021 a successful year for your business. If you need help creating a plan to achieve these goals, or aren’t sure where to start, we’d be happy to meet with you. Contact Pulse today for a free consultation.