Prepare your marketing for a better 2021

Do you know how your business is preparing your marketing for a better 2021?

2020 was a tough year for all. We’ve all heard the term “unprecedented times” repeated over and over. Everyone has had to adjust and adapt to this new way of living. The marketing landscape has also changed dramatically. Online sales alone rose by 49% compared to 2019. As business owners or marketing managers, your strategy and marketing activity for 2021 must be adapted too.

Here are a few ways you can start adjusting your marketing for 2021.

Update your Google My Business profile

Most people think that their business appearing on Google is automatic. You’re forgiven for thinking so, but it isn’t the case. If you want to show up high up on Google searches, a complete and optimised Google Business profile is the place to start. It’s a small update you can do with a big pay off. It shows opening hours, if you’re closed on a public holiday, your address on Google Maps (it will also link with directions if on mobile), images and a link to your website.

It’s great for adding legitimacy and a trustworthy aspect to your business, as long as you update the information regularly. If you are no longer open Sundays, change it as soon as possible to avoid an angry customer review from someone who turned up!

Give back to your customers

Every business owner knows the value of customers. Loyal customers mean repeat business and are also more likely to refer other customers.

In 2021, It’s time to give back to loyal customers who supported your business through what may have been its most challenging time. A customer loyalty or referral program is a great way to build further customer devotion. It could be a cumulative points system or exclusive discounts, but it will be entirely dependent on your business and may not work in every industry.

No matter how you decide to reward your customers, a connection with your audience is paramount. Customers can see through a ruse designed for a quick sale or if they are being taken for a ride. LISTEN to your customers. Conduct an online survey for feedback, or actually read and reply to social media comments or reviews.

Make sure whatever you do to retain customers is authentic.

Review and revise

A new year is the perfect time to review what your business is doing currently and revise it. Sometimes the saying “if it ain’t broke, don’t fix it” applies, but with the world changing at such a rapid pace, in this case you really do need to move with the times to keep up.

-       If you have a website, have a thorough look through and note what could be updated. New headshots or other photography? An online form for new customers? An online booking system? Or does the design look a bit outdated? If you don’t have a website at all, you NEED one in 2021.

-       What advertising avenues worked for you in 2020 and what didn’t? If your newspaper ads had little to no ROI, try shifting some of your budget to radio or even social media ads.

-       If you already doing radio or TV, review your ads. It might time for an update, especially if you have been running them for a year.

Build partnerships with other businesses and community

Building partnerships and collaborating with other businesses can assist in creating new business development opportunities and lift your brand profile for. Review what partnerships you may want to form within your community in 2021. Consider how could a partnership with them benefit the both of you. You could sponsor a local sports team, enter your staff into a charity event like a fun run or run a fundraising event with another local business.

Partnering with another business also opens up opportunities for cross promotion. Plan out what your marketing efforts will look like on both sides so that it's mutually beneficial.

Connecting with your community in such a way is great for maintaining authenticity as mentioned above.

Spice up your social media

During lockdown and work from home periods, most people turned to social media to maintain contact with friends and family, distract themselves with entertainment or to online shop. More people than ever were sharing their lives online in TikTok videos, Instagram lives and stories.

Maintain the momentum of 2021 and refresh your business social accounts. Social media revolves around discovery, connection and fun; elements that customers are sorely missing in the absence of in person experience and events.

Why not experiment with;

·      Instagram Reels, IGTV, or Facebook Live

·      Posting on Stories (Facebook & Instagram) post anything from a new product to behind the scenes or a poll

·      Create an Instagram Shop if you don't already have one set up

·      Come up with a new event and advertise it on social

·      Experiment with different types of images or infographics in your marketing

New Year, New Brand

While some of these can help bolster your marketing strategy for the new year, why not start 2021 and a new decade) with a complete brand refresh.

How old is your current business logo? As with everything else, trends in design come and go and it’s important to ensure that your branding is following those trends. Without considering a brand refresh, your competitive rating in the market could reduce, along with your relevance. Don’t worry if you aren’t up to date with the trends yourself, a graphic designer will do all the hard work for you.

It doesn’t need to be a complete rebrand either, a change in fonts, tagline or colour palettes can reinvigorate your business too. A fresh visual identity can do wonders for team morale as well as attracting in new customers.

 This is an article for Business Blindspots Tasmania. To ensure you receive our regular updates from expert business advisers across a range of areas follow our LinkedIn group.