5 Things That Will Be More Valuable Than Cash to Marketers in 2021

As 2020 has officially come to a close, and as business owners start looking towards the new year, it’s understandable that many are keeping a closer-than-usual eye on their bottom line. The last 12 months have been completely unpredictable, and they have left even established companies in some industries scrambling around for cash.

There is no substitute for money in your business bank account, of course, but most of the entrepreneurs we know aren’t in dire straits. For them, our advice is to look at the bigger picture. We definitely think this is a good time to hold onto your money, but not if it stops you from winning customers or hurts you in the long run.

To help make sense of this advice, here are five things that will be worth more than cash to marketers in the coming year…

1. A Top Three Search Engine Position

When your company’s website is highly visible on Google, it allows you to reach an exponentially higher number of potential customers than your competitors. Then, you can continue generating leads and making sales even if you have to change your products, services, or pricing. Because organic search positioning builds over time, that’s an advantage that’s hard for anyone to take away.

2. A Sterling Online Reputation

Having a strong online reputationin terms of the right reviews and testimonialsis always important. When the economy is uncertain and money is tight, however, people are even more careful about the way they spend and whom they trust. For that reason, having lots of positive online feedback can give all of your sales and marketing efforts a huge boost.

3. A Strong Brand Identity

While brand identity and reputation are similar, they aren’t the same thing. When you have a brand that is well-known within your target market, it amplifies the effects of your ads, emails, and other outreach activities. If customers and prospects know what your business does, and they understand your unique selling proposition already, they will most likely to say “yes” to your offers.

4. An Email List Full of Buyers and Prospects

Email remains the most cost-effective sales and marketing tool around today. With a few clicks of a button you can reach out to hundreds or thousands of buyers at onceprovided you already have a list of subscribers to work with. Finding engaged subscribers who look forward to your messaging is a great way to generate consistent sales and make your business recession-proof.

5. The Right Marketing Advice and Strategy

Is it a little self-serving of us to say good online marketing advice is worth more than what you pay for? Maybe, but it also happens to be true. When you have a team of experienced professionals nudging you in the right direction, it’s easier to get results while avoiding common blunders. This is especially true at a time when many of your competitors are probably scrambling around trying to figure out their next steps.

7 Urgent Steps for Marketers in the Covid Economy

As the coronavirus has taken over first the news, then our attention, and finally the economy, clients have come to us again and again with one question: “what now?”

The answer depends of course on the situation a business owner or executive is facing. For some, a Covid recession is a major event. For others, it’s a sad reality but not a huge business concern.

If you have the kind of company that is relatively unaffected by the current pandemic, then you might not be concerned with changing strategies or tactics. For all the rest of us, though, here are seven urgent steps you might want to take today if you haven’t already:

1. Don’t Panic or Make Rash Decisions You Might Regret

One of the worst things you can do, in this crisis or any other, is complicate matters by enacting quick decisions that compound the issue. This is a time to think clearly about what’s possible, what’s likely, and which opportunities or obstacles lie ahead. Take some time to get clear about what you’re facing and what you want to accomplish. Only then should you make strategic decisions.

2. Start Using Your Email Newsletter to Communicate

This is no time to be quiet or leave your customers wondering what you can or can’t do for them. While we would encourage you to reuse any outreach tools you have at your disposal; email is particularly well-suited for fast and effective communication. Let buyers know what’s happening with your business, even if nothing has changed. That way you won’t miss out on business because they have assumed you are cutting back.

3. Reach Out to Your Best Customers through Social Media

While email will probably be the preferred method of communication for the moment, don’t overlook the power of social media to connect with your best customers, clients, vendors, or partners. Some of them may prefer to communicate through these channels. And, sending a note through Facebook or LinkedIn (as examples) is more personal than reaching them through an email blast.

4. Look for Opportunities to Sell and Serve Your Market

Don’t assume there isn’t any business to be found in your industry, or that you know exactly what your customers want. Reach out to some of them and see if there are new opportunities to make your company a more valuable partner or resource. It might be that there are lots of ways you can serve buyers, or the community, that aren’t immediately obvious.

5. Investigate New Customers and Sales Opportunities

If your customers and clients are slowing down, don’t simply take it as a given that you will have to do the same. It may be that you are able to serve other markets (for instance, hospitals or delivery companies) who are doing a thriving business right now. Often, it just takes a bit of creative thinking and investigation to identify new sales opportunities, even in a downturn.

6. Cut Off Any Non-Performing Ads or Campaigns

We started our tips by advising you not to make any rash decisions. However, that’s not the same as saying you should stay still. If there are marketing campaigns or activities that just aren’t going to work in the current economy, then this is the time to pause or discontinue them. Don’t let your money go towards projects that aren’t going to benefit your business for many months to come.

7. Take Advantage of the Downtime to Get Better

One of the things that makes marketing hard is that most business owners and executives don’t have time to read books, take courses, or think about projects like a website overhaul. If there is any small silver lining to what’s going on in the world it’s that we have the opportunity to step back and be more intentional about our plans. Where do you want to be in a few months, and what can you do to make it happen?

How to Attract Leads With Your Website

Now more than ever, business owners are obsessed with attracting inbound leads from their websites. That’s a good thing—if your web presence isn’t generating sales opportunities, then what’s the point of having it in the first place?

At the same time, though, a lot of marketers seem to think that the process will take care of itself if they just put up a nice enough layout and some content that’s free of obvious typos. Unfortunately, it takes a little more than that to find business on the web. In fact, if you want to attract leads with your business website, there are a few steps you’re going to have to follow every time…

Continue reading “How to Attract Leads With Your Website”