Five Questions to Help Innovate your Business Marketing
Five Questions to Help Innovate your Business Marketing
When the very fabric of business as we know it is shifting, what can you do to adapt — and even improve — your online marketing and presence?
Whether you’re struggling to keep your business afloat or are busier than ever, the pandemic has brought entirely new challenges to overcome.
Preparing for an uncertain future starts today; by taking that uncertain energy and focusing on tangible pivots and solutions, you can build on a solid online marketing foundation and emerge stronger than ever.
The relationship between customers and businesses are changing — and marketing is essential in maintaining this symbiotic connection.
Chances are, you entered your field or started your business to make meaningful change. To simplify lives. To dream big and go beyond to serve better; and ensure you can continue to do so in the future.
With such sudden global change, customer habits have quickly shifted online.
Traditional marketing strategies — think newspapers, trade shows, and cold calling — are still viable methods for many businesses.
But in the pandemic environment, the businesses who will thrive are those who reach their customers where they spend their time: online.
Whether you already have an online presence or are looking to start marketing your business online, today’s environment calls for adaptation to these changes — and those of the future.
Adapting your online marketing is all about combining traditional and digital strategies; about seizing — and creating – opportunities in the local, national, and global marketplace.
Corporations with large resources are able to take advantage of this shift and adapt accordingly; automobile manufacturers are holding virtual showcases; fashion brands are offering online consultations; fitness studios are providing on-demand workouts.
There’s an old adage that goes, “In matters of principle, stand like a rock; in matters of taste, swim with the current.”
When e-commerce began to take shape, people were speculating about the future of retail. What will happen to stores? To shopping malls? Will they close? Will everything go online? What does the future look like?
The adoption of new technology and traditional marketing isn’t a mutually exclusive relationship—it just requires change.
Either you go with the flow, or you don’t.
Why Should You Market Your Business Online?
Today, it’s about creating meaningful and memorable experiences — online and in real life.
The internet is a system of technologies built to make information accessible, and online marketing is a tool borne of its invention.
But for hundreds of years before its creation, businesses were able to find success. So what’s different today?
The internet is the tool of our time, but it’s important to remember that these things change; that people’s habits and the technologies we use will inevitably continue to transform.
In a society impacted by a global pandemic, we are ever more reliant on digital connectivity to conduct everyday transactions for our most basic of needs. Some businesses are busier than ever, while others may be feeling the squeeze, and for some industries, key players are being knocked down day in and day out.
There is a need for marketing in hardship; in actively demonstrating your ability to solve problems your target market is experiencing.
By leveraging digital technology, you can build connections online, create trust and support your business objectives.
To get started, use these five questions to audit your technology, strategy, marketing, and client experience so you can survive and thrive during the pandemic—and beyond.
1. How effective is your website?
Your website is your technological hub.
With so much commerce taking place online, your digital presence must live up to a very high standard.
- Does your website have all the information your clients need to know? How easy is it for customers or clients to find out specifics about your business, like your contact information, your professional bio, or your mission statement?
- Is there a clear call-to-action? Is there a defined message directing people to contact you, book an appointment, etc.? Does the current layout of your website inspire them to take action?
- Is your website easy to navigate? Is your information located on the correct pages? Take some time to review your sitemap and pages to make sure all information is where it should be.
- Does your website have the right integrations? Are you capturing email addresses through a strategically placed opt-in? Are you tracking visitors with a pixel? Are you able to take online payments? Are you inviting people to find you on social?
- Is your website modern enough? Websites today seem to fall under two categories: “old” school and “new” school. Today, people expect a certain look and feel. Without it, you instantly lose credibility. You need to make sure you’re on the right side of style.
Need a little help with this? We have a Teakie Tutorial to help you create a well-rounded sitemap.
2. Is your brand positioning contemporary?
Your branding is the center of your strategy.
Branding is not only visual — at its core, it’s a strategic positioning of your business and how your brand makes people feel.
- Do you have a clear identity? Your brand identity is the collection of all your branding elements (colours, logo, and design). Ensure that your identity is clear across your website, social media accounts, and external documentation.
- Does it attract the right customers? How do people feel when they see your branding? All branding assets should be targeted towards the customers you are seeking through the words you use, the images you choose, etc.
- Is it contemporary enough? When is the last time you updated your brand identity or visual imagery? Does it feel outdated or does it have the sought-after aesthetic of the modern digital era?
- Does it distinguish you from the competition? How different is your branding from your competition? Does it make you stand out? Does it capture attention?
3. What is your marketing strategy?
If you’re not re-evaluating your marketing strategy in this environment, you’ll be starting at a serious disadvantage.
Your marketing builds on your branding and business objectives to create a holistic, impactful strategy.
A clear plan that combines traditional and digital efforts is essential, especially today when traditional marketing events, tradeshows, conferences, and even dinners with clients are not possible.
That means that you’ll need to adapt.
When considering digital marketing, you want to look at a few key areas:
- Content Marketing — How often are you creating content to get in front of your target marketing? Is it contemporary? Is it compelling? Is it strategic? Is it effective?
- Social Media Marketing — Where does your target market spend most of their time? How are you leveraging social media to connect with your desired audience?
- Email Marketing — Do you have the systems, tools, and technology in place to get in touch with your audience online? Think about your social media profiles, your email list, and your overall communications strategy.
This type of marketing goes beyond short-term tactics and cheap sales strategies. Instead, we’re talking about putting in place a quality marketing foundation — and system — that fuels visibility, trust and attention for your business. One that fosters an authentic and meaningful connection with your brand, which in turn supports your business objectives.
In today’s environment, it’s absolutely essential to have the tools to communicate with your clients efficiently and at large.
4. How strong is your client experience?
Today, clients expect — and deserve — greatness from the companies they deal with. It’s all about the little things.
These could be small gestures (such as a handwritten thank you note) or premium inclusions (think high-quality packaging) — no matter the add-on, these experiences can leave a lasting impression on your clients.
- Do you have a Customer Journey Roadmap? Map out every touchpoint you have with a client from the moment they interact with your brand through to project completion or order fulfillment.
- What about a systematic approach to your client experience? Take the above a step further and create a systematic approach (such as a welcome sequence or onboarding process) to personalize your client experience and ensure a flawless execution.
5. What will happen if you do nothing?
Finding — and committing to — direction is half the battle, especially when the business landscape is changing so rapidly.
Depending on your industry and business model, a strong online presence is a central feature of the modern landscape. From the technology you choose to your complete marketing strategy, companies who start analyzing and adapting are those who will thrive.
At the end of the day, it all comes down to elevating who you are and highlighting what makes you unique — and gaining momentum to be seen by your clients and your potential clients.
With a good business, strong principles, a contemporary style, and quality strategy, we know you’ll go a long way, no matter the obstacles.
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