It’s the wild west out there. Semi-closed to the public, small businesspeople everywhere find themselves in a new frontier. Today, we're marketing in COVID territory. Saddled up in their horse and wagon, otherwise known as the internet and delivery, options seem slim and consistent revenue streams a distant mirage.
The challenges are there, but so are the opportunities.
Here are some ways for marketing trail blazers to land the loyalty of current customers and stake claim on new ones in COVID territory.
By showing you care and thinking ahead, your business will be ready to claim success when we make this virus wave the white flag of surrender. Do it right when marketing in COVID territory!
You thought you turned heads on your last advertising campaign because it was on point. People were clicking your ads like crazy and your website had a spike in visits. But, the activity didn’t turn heads adequately to become a trend. You had a lot of the right pieces, but lacked the coordination to make a real fashion statement. Review the following Do’s and Don’ts so you can turn heads with coordinated marketing and make all the right choices in the future.
A discerning, highly influential client – let’s call her a fashionista - deigns to click on your ad. Instead of seeing a lovely coordinated landing page she spots a cluttered website. Like last season’s stilettos, she kicks your product to the curb.
The same client clicks on your stylish ad, arrives on a coordinated, trackable landing page and notices a valuable offer. She whips out her swanky wallet and hands over contact information to collect your must-have discount.
Before you can say fabulous, you move on to your next task. Just as you look away another shiny object catches said fashionista’s attention and she never redeems the discount. It’s almost like you left her in the back of the closet with last year’s handbag.
A millisecond after receiving her valuable contact information, your prompt auto-reply email lands in the maven’s inbox wrapped in a bow nudging her to use the discount before the product sells out.
Soon she begins to see your retargeting ads with more of photos of your product on other exclusive websites.
A week later – because you have set up an automated email workflow based on her interests and behavior - she receives an exclusive email offer for first-time customers who subscribe to your newsletter.
Not long after that, your next thoughtful and targeted email elegantly appears showing the latest piece in the collection along with a special offer for customers who like your Instagram page.
Follow the do’s and avoid the don’ts above you will make an impression that turn will heads with coordinated marketing and transform that fashionista into a brand-devotee ready to influence her stylish circle of friends and their matching disposable incomes.
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