2020 has been … difficult.
Our hearts go out to everyone struggling. Beyond the risks to our health and safety, it has also been a challenging year for businesses around the country. Between a pandemic, unemployment, business closures and other challenges, companies are struggling to meet their goals and provide for their employees and customers. But there is good news. Business success is possible.
By partnering with companies across the country, companies working in several verticals, we’ve seen what works for businesses finding success today. The market has changed, but there are marketing strategies delivering a solid return, even in the pandemic and turmoil we’ve seen in 2020.
What Does Business Success Mean for You?
Find what works for your business in the list below. You may find one tip that unlocks success for you, or it may be a mix of several. Whatever your plan, ensure you are measuring the results and making adjustments as you go.
Let’s get started. Here are our top tips for marketing success in 2020.
1. Find New Marketing Channels
The world has changed and continues to change.
Trade shows, expos, office visits, even a quick meeting in a coffee shop are all things to avoid (for now). Companies are staying home and sheltering in place, which means you need new marketing channels. On top of that, the behavior of your customers has changed. People are spending more time on the internet. In America, 53% say the web has been essential to social distancing. Initial data showed internet use increased as much as 70% and has showed little sign of slowing.
As a business, you need to be where your customers are, even during a pandemic. Be mindful of how life has changed for your prospects and adapt your marketing to better find and help them.
2. Build Out Your Digital Marketing
Now more than ever, businesses need to invest in digital marketing.
With more and more of business moving online, you need an online presence to reach and connect with customers. You need a way to find and reach prospects that are working over the web. That is the goal of digital marketing.
Keep in mind, it’s not just your business that is dealing with the migration to online business interaction. Your competitors are growing their digital marketing. In 2020, the more you can invest in and optimize your digital marketing strategy, the better positioned your business will be.
3. Target the Needs of Your Customers
The world today is very different than the world of 2019. As you evaluate your marketing and messaging, consider how these changes have impacted your customer.
For example, restaurants are now selling more carryout meals. Bars and stores need to protect the health and safety of their customers. Businesses are moving from work in the office to work from home. Will any of these changes impact the buying decisions and ordering behavior of your customers? What can you do to help your customers adapt and find success?
The more you can anticipate the needs of your customers and help them overcome their challenges, the more customers will come to you for solutions. Look at creating offers, bringing in new products and services, and providing solutions. Develop programs that support customers during this transition, even as you work to increase your own sales.
4. Connect With Customers
Even though you can’t grab a coffee or take a prospect out for lunch, you can still connect. The more you can facilitate that connection, the better you can serve a new customer.
Look at implementing online chat with key customers as part of your marketing strategy. Invest in online meeting software. Augmented Reality (AR) and Virtual Reality (VR) software systems can make every meeting memorable. The price of the system is often much less than a business trip or two and can be the difference between a new customer and a lost sale.
The more you can facilitate communication, the better you can help your customers and prospects.
5. Have Resources on Hand
During these difficult times, change happens fast.
Many companies are struggling to just maintain the status quo, much less adapt and overcome challenges. It’s a problem amplified by the lack of a central office and with employees working from home. What would have been a difficult task before is almost impossible now. That’s where help from marketing execution services can help.
Marketing execution services are a better way to deliver marketing support, designed for modern business. It’s managed services for marketing, which provides advantages over outsourcing for marketing support. With marketing execution, you’re purchasing an outcome from a partner rather than a single service. It fills in the gaps many businesses are struggling with in the current work environment. Rather than replacing your existing team, you’re better supporting them. You can get work done faster, more easily and with better results, especially in 2020.
6. Empathy and Understanding
All of us are facing difficulties we couldn’t have imagined at the end of 2019. That includes your customers and prospects.
Showing empathy during difficult times means more than just words. It means understanding what the customer is going through and providing support and help as much as service or a product. Effective empathy means providing the right communication along the right channel at the right time.
Your goal as a marketer is growing your business. If your business growth means helping your customers grow and helping them overcome challenges, they will reward you with more business.
7. Stay a Step Ahead
As sales plummet and customers dry up, you may be tempted to cut back on your marketing budget. Don’t — now more than ever you should invest in your marketing. Your business depends on it. You need to replace lost revenue with new customers, and wishful thinking isn’t going to find prospects. Finding and nurturing opportunity won’t happen magically.
There are companies out there struggling with problems that your business can solve. How can you help them? How can you turn their problems into business growth? If you aren’t investing in marketing, you won’t find them. That is revenue lost. How are you going to continue growing in 2020 if you aren’t investing in marketing?
It may seem counterintuitive, but even as business dries up, you need to double down on your marketing. Make the most of today and set yourself up for success in the future.
The Critical Role of Marketing Today
2020 has made all of us leery about the future.
Every day brings new change, new stories, new problems and challenges to overcome. Businesses are facing a choice. You can huddle down, cut back operations and hope that things get better, or you can face the challenges head-on. Rather than looking at problems, you need to see opportunities.
The companies we work with that are seeing success and growth even in 2020 are adapting and investing in new marketing strategies like the ones above. They are turning problems into opportunities and adjusting tactics so they can better serve their existing customers and find new ones.
If you’d like to learn more, or talk to a marketing expert at GO2, then contact us today. Let us answer your questions and see if we can help. After all, we’re all in this together.