We are certainly living in weird times right now. But some of us actually saw this coming months ago. I had this gut feeling that the digital market was feeling a bit stretched thin with “in your face” tactics that only satiate the businesses that are not in it for the long run. I kept hearing people just yell “sell, sell, sell” meanwhile I was telling my clients to build systems and loyalty in their business. The more I think about what’s going on in the world today, the more grateful I am that I pressed the break pedal on my growth last year. I needed to detox and I needed to sit back and get back to the basics.
“Why did I want this business to succeed so bad?” What did success look like to me? Was it still to have a business that served me, not the other way around?
This doesn’t mean that I am not aggressive in the way I am pivoting and helping my clients move. It means that now more than ever we need to remain focused on the prize. This was never a race. It was a marathon. This was never a battle. It has always been war. So in this moment in time, we’re sharpening our swords so that when the the world comes back on, we will be ready.
Digital marketing will be increasingly important for the health and well being of your business. And I have a feeling that when the world plugs back on our consumers will be more discerning than ever before.
Our consumers will be more discerning than ever before.
Their decisions – just like they are doing now, as we navigate this new isolation landscape, will be heavily based on what they find on social media.
So what should you be focusing on right now?
Build you audience and nurture it. Continue to water it with a combination of boosted engagement, empathetic social media, segmented email marketing, and digital advertising.
If you don’t have an existing digital marketing strategy, build one now. Start telling your story in engaging ways on the major social media platforms with boosted posts and social ads.
Use geo-targeted local SEO and Adwords to capture whatever local traffic is out and about but not for the purpose of bringing them into your shop (if you are a brick and mortar), but rather to educate them with options. Ensure that your web assets are pixeled by Pinterest, Facebook, Google, Twitter, and if you are B2B – LinkedIn. Be proactive. Once the market starts to return to near normalcy, consumers will remember the love and attention and hopefully reward you. Remember, we are consumers.
Now is the perfect time to diversify your offerings as well. Even if you are a brick and mortar and rely solely on foot traffic. Loyalty programs, subscriptions and gift cards are a few examples of product diversification for local businesses. If you are online and are looking to scale – focus on nurturing your current audience but also increasing it with value based products.
If you have an existing digital marketing strategy, make sure you have revised it with your team. Understand that we are currently going through uncharted territory as consumers. So take into account your client avatar’s current state of mind and needs. Create content that is about them not you. How can you make a difference in their lives? Be empathetic, sell softly, and let them share their stories with you.
Here are a couple of suggestions for you that you can begin to do today while we wait for the world to reboot.
- Refresh your website with relevant content including more photography and lifestyle imagery that reflects the ideal client you as well as educating blog content. If you want potential visitors to discover you online to drive more tasting room traffic, you need to optimize your site for SEO and for Google My Business visits (if you are local). Make sure you check out our vault or our free resources for productivity resources that we have created for you to be as efficient as possible when it comes to creating this kind of content.
- An ongoing SEO strategy should be implemented to optimize the website and ensure ongoing SEO maintenance to maximize visibility in consumer search, both local and national.
- Your data should be cleaned up with current email addresses to ensure the highest rate of deliverability. Based on a customized segmentation strategy built on your specific customer attributes, a customized rolling 90-day promotional calendar should be created to target key segments. Keep in mind: Emails should not all be promotional sales emails, but should also feature relevant content and imagery around your brand to keep subscribers interested.
- A fully engaged social media marketing strategy should be implemented on relevant social media platforms that aligns with your promotional calendar and email campaigns.
- An Adwords campaign strategy should be implemented that aligns with your SEO strategy, email campaigns, and social media marketing strategy. This would include both local and national markets.
- Diversify Product or Service Offers so that you can supplement your revenue in these uncertain times and create evergreen products that can run in the back once we get back into the groove.
Be creative. Be bold. Be empathetic. Focus on longevity and building a business that serves you just as much as it serves your client. Now is the time to do the things that you’ve put aside due to busy work in other seasons. Think outside the box. Try things you might never have considered for your brand and your marketing. And make sure that you have a solid “in-the-now” digital marketing strategy and layer it into your long-term goals. People are looking for immediate results to their pain points right now but will be keenly aware of who showed up when they needed the most in the future. So make sure it’s you.