If you're like the majority of business owners around the world right now you're worried about how your business will survive these times of uncertainty.
And rightfully so.
When global crisis hits, most industries should prepare to withstand a 15-month downturn in sales of products and services.
Let's look at some data to back this up:
I think it's safe to say the matter of a shift in consumer demand will not a matter of "if," but instead "how long?"
While uncertainty reigns across the world, it doesn't have to mean the downfall of your business.
To start, you can use this time to review your operations, plan, and make the changes necessary to drive deep customer loyalty through value, rapport, and convenience.
With the right steps, you can survive, thrive, and grow stronger.
I'm here to help. This article outlines 10 different areas where you can implement marketing strategies on your own right now. I also took it a step further and created an entire training to walk you through each of these strategies. This training is called "Marketing In Times Of Uncertainty," and includes a recorded webinar, complete guide, and 15 additional resources so you'll have success in every aspect of your marketing and sales.
You can access the training for free by clicking the button below, which will take you to the Built By Love Agency Hub. It's a centralized location for all kinds of free educational materials created by myself and my digital marketing agency.
Below are 10 marketing solutions to a variety of challenges possibly facing your business at this time. In this article, I will touch on each solution briefly (for a deeper dive, click the button above for the complete training).
An obvious challenge facing consumers right now is restricted cash flow. If customers aren't sure about their next paycheck or future financial stability, then their willingness to purchase is significantly impacted.
Depending on your industry and capabilities, offering extended payment terms can help ease anxiety and open doors to more consumers.
Some ideas for extended payment terms include:
Social distancing and the closure of many, if not all, brick-and-mortar businesses means that many of us cannot meet our clients in-person anymore.
As thousands of businesses go remote for the first time, finding the best virtual tools and approach is mostly trial-and-error. Here are some suggestions of virtual services you can offer as well as the best pro-recommended tools to use to get the job done. I use these tools myself,
These are just a handful of virtual tools that I recommend, taken from my comprehensive list of Tools the Pros Use for 2020, which you can see by clicking here.
If you can't perform services for your clients right now, then a possible strategic solution is to develop evaluations for future enhancements for your customer base.
You can use evaluations to help identify your clients' current position and then present opportunities to enhance and strengthen it down the line.
If you're a sales consultant or personal coach, now is a perfect time to offer self-improvement plans for your base.
If you're a business consultant or agency, you can create a marketing roadmap, such as an editorial calendar, or bigger brand overhaul that they can implement.
If you're in event or project planning, or your client base works with massive deadlines, a workback timeline may be the perfect evaluation to offer your base. This basically takes a growth plan or an execution plan and looks at it in reverse order.
You should already be communicating value with your business messaging, but now it's more important than ever.
When people are unsure of what's happening in their world or the world around them, what they want are assurances that everything is going to be okay. They're not going to take action unless they know it's something they can be confident in.
This is your opportunity to continuously communicate value to them. Be the rock of reason, value, and education they need during this time.
With remote customers, the challenge of delivering value becomes more acute -- that's where virtual classes, courses, or online trainings can come into play.
The biggest one that will take the most amount of time would be developing an actual online course, but all the other solutions are lower-tech options that can still be high-value.
For example, a best practices course can be easily created for any industry. If you're an accountant or bookeeper, you can do it about the most current guidelines, or if you're a manufacturer or e-commerce business, you can give best practices for how to use your products, and so on. This can be as simple as a series of short, 3-minute videos that you email to your customers or a Facebook live video forum or even a blog-based course.
Packaged Bundles and Payment Plans addresses the reluctance of consumers to buy when they're concerned about their cash flow.
By developing some simple, helpful bundled packages, with some easy financing options, you can reduce their risk, and increase their confidence, about spending money with you.
This one is pretty unique and won't work for all industries, but some form of it can work for most businesses.
You can deliver "scholarships" to your customers to help offset costs and get people into your products and services. Depending on what you sell and your customer base, this can range in number of scholarships offered and dollar amount.
And, the best part is, you don't have to hugely discount your pricing to offer scholarships. There are tactics you can use to avoid that, which I explain in the recorded webinar that's part of the complete "Marketing in Times of Uncertainty" free training available to you. Click the button below to get yours now (and start the video training at 41:00 to skip directly to this tactic on scholarships).
This is an inward looking strategy. If your lead flow and conversion rates have dropped and sales are a bigger challenge than ever, now may be the perfect time to review your existing marketing strategies, offers, and marketing tech stack.
Now is a fantastic time to take a close look at your website and brand assets to assess whether you need a brand and messaging overhaul. More than ever, your online presence is going to be the first thing your customer experiences.
As of writing this article, Facebook was offering free ad dollars to affected small businesses.
You can apply to get free advertising credits. If you already do online ads, this is a great opportunity to do ads for free. If you've never done ads before, this is a great time to learn how with minimized risk to you.
Remember, there is always great struggle before great triumph. Now is the time for you to take time for your business and plan, build, invest, and improve.
I'm here to help and provide support and guidance where needed. If you have any questions about what you just read or want advice about implementing this into your business, please contact us today to schedule a short chat and we can talk through your issues and possible solutions.
And don't forget to pick up the complete "Marketing in Times of Uncertainty" training package for free. You'll get a video webinar, guide, and 15 additional resources so you'll have success in every aspect of your marketing and sales.
Daniel is the CEO for the award-winning full-service digital agency, Built By Love. He is also an award-winning Marketing Consultant that has been flown around the world to consult for and train CEO’s and marketing agency owners. He is one of the top Infusionsoft/Keap Certified Partners in the world. Daniel holds a number of acclaimed marketing certifications, including being the world’s only StoryBrand Certified Agency and Infusionsoft/Keap Certified Partner.He is a member of the Infusionsoft/Keap Partner Advisory Group as well as a Digital Marketer Certified Partner, PandaDocs Gold Partner, Memberium Partner and PlusThis Certified Partner. Daniel’s agency, Built By Love, offers full-service digital marketing, strategy, creative, and execution.You can learn more at: Built By Love (full-service agency): www.builtbylove.agency Daniel Bussius Consulting (strategic consulting): www.danielbussius.com In The Mix Agency (live events): www.itmpromos.com
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