Marketing After COVID

You need a new plan. Here’s what it should include…

It’s a brave new world. Since March 2020 we’ve seen a number of “firsts” including stay-at-home orders, record-high unemployment, record-low gasoline prices and even toilet paper hoarding! Here’s a collection of marketing strategies to help you succeed in the post-COVID world.

First, Contact your Current Clients

Strengthening the bond with your current clients is first priority. Contact clients individually and assure them that you are devoted to helping them reach their goals. Then you can focus on acquiring new clients.

Build a NEW Marketing Plan (and Write it Down)

If you didn’t have a marketing plan before, you need one now. If you had plan before, you need a new one that reflects the new realities. Start with a clear understanding of your goals and how you can reach them with your available resources. Decide which tactics you will use, how much they will cost and when you will deploy them. Formalizing your plan on paper and hold yourself accountable for executing the plan. Remember to evaluate your activities to improve future efforts.

Impressions = Awareness

Harvard professor Gerald Zaltman, says up to 95% of purchasing decisions are subconscious. In his book, “How Customers Think: Essential Insights into the Mind of the Market,” he writes that unconscious urges are the true drivers behind most decision making. Build a plan that engages potential clients on an emotional level to make your brand an obvious choice. Your plan should focus on delivering nine or more impressions a year to each potential client to build true awareness for your brand.

Listen to the Community

Get attuned to what people in your industry are saying. Read articles and social media posts to learn what your potential clients want, what they like, what they need and what they fear. It is only through understanding that you can truly connect with them.

Become a Thought Leader

You’re an expert, right? Now is the time to show it! There are many free/cheap avenues for sharing your content; blog, video, podcast, social media, email, direct mail and more. Generate content frequently about your industry and how the changes will affect potential clients. It’s OK if no one is listening at the beginning. It takes time and consistent content to build a following. The longer you go, the more likely you are to be successful.

Recycling is Good, Copying is Not

Share your content through multiple mediums. When recycling your messages, evaluate each medium and tailor the message. For instance, a tweet is limited to 280 characters. A LinkedIn post can be 700 characters. An email can be as long as you want!

Ask for Referrals

The hardest part of asking for referrals is having the courage to ask. Here’s a confidence-building tip: If you believe that you are the best choice, you are morally obligated to ask for the referral! Your confidence is your best tool to inspire others to trust you, so show it!

~ Glenn