I probably should have done this at the beginning of the year. But better late than never, right?
Anyway…
I’ve been doing research. Lots and lots of research. Trying to find the new, big marketing strategy of 2021.
And you know what I discovered? It’s back to basics.
Prior to 2020, the economy was good. Morale was basically good. People were making purchases. Often with very little prompting. And many businesses (I would argue “most”) got complacent.
Post 2020, we’re dealing with:
- Fear of the unknown – leading to more careful spending
- Distrust – delaying how/if someone is willing to work with you
- Value-based decision making – meaning people only want to buy from those who share their personal values
- Brand changes – based on the personal and financial needs of the consumer
- And much more
Things we thought we knew, we don’t know anymore. Even the research I found had big ‘ol disclaimers saying the data collected over the last year may not be entirely accurate.
So what does one do when you’re not sure what your marketing and/or your messaging should look and sound like?
Here are some suggestions:
Get Front and Center – I hate this one. Because I’m an introvert. And I really, really wanted to create a business I could hide behind. Turns out…it’s not an option. Your target market needs to see a face. And you know whose face they want? Yours. Communicate often. Share your personal stories. Keep the cameras rolling this year. Give your community a chance to engage with you.
Content Ideas:
- Replace your monthly newsletter with a video newsletter.
- If texting isn’t part of your marketing strategy yet, check out this video.
Engage One-on-One – When you’re growing fast, it’s all about scalability. But in times like these, engagement is more important. Make group interactions smaller and more intimate. Keep your list segmented so you only send the most meaningful content to your prospects. And offer numerous ways to connect and engage with you.
Content Ideas:
- Replace webinars with limited-capacity Zoom meetings.
- Write and send 5 personal messages to various people in your community every day.
Be Consistent – This strategy has always been important. Proving that you will be there, that you will do what you say you will, that you are 100% invested in people will help you close more sales this year. We all have a unique chance to rebuild our brands this year. Because most of us had to do some pivoting. Make sure the message you’re putting out now is “we’re here for you”.
Content Ideas:
- End your emails with…“next week I’ll be sharing…” or a similar open loop message and then follow through.
- Set a goal for how often you email your list, add new blog posts, and post on social media…then be committed to it.
Empower Your Community – Communities will be an important asset this year. If you don’t have one yet, or you don’t have a way for them to engage with each other, make that a priority. Once you’ve got it set up, encourage interaction within your community. But manage comments and interactions carefully so you provide a safe, encouraging environment.
Content Ideas:
- Hold contests to encourage engagement.
- Call out specific members of your community in your emails, social posts, etc.
And the final thought is, stay flexible. We really have no idea what to expect this year.
As a company, we will be creating more content and resources to help you make the most of this new year. So stay tuned for those announcements.
And, as always, you know where to find us if you need anything.
