Your 90 Day Post Covid Marketing Roadmap

Your 90 Day Post Covid Marketing Roadmap

The first quarter of 2020 brought us an unprecedented situation with a global pandemic that shut down parts of the country and created economic uncertainty and record unemployment. For a lot of businesses, that meant taking a new approach to marketing.   Now, more than eight months into the pandemic, the road ahead is clearer than it was then. With multiple new vaccines announced and an end in sight, we still have a rough road ahead in many ways.   So… the big questions are:   What will businesses be doing to get back on track? What will the new normal look like? What are the ideal first steps (in the next 90 days) to set your business up for success?   With that in mind, I have some thoughts on what you can and should do in the next 90 days to get (and keep) your business on track for success. Audit Your Marketing Plan The first thing I suggest is a thorough audit of your marketing plan. A lot of companies hit the pause button — or drastically reduced their marketing spending — when the pandemic hit. For obvious reasons, that’s not a long-term strategy.   I suggest creating a short-term plan that takes the current climate into consideration, and then mapping out some long-term plans as the situation evolves. With COVID cases spiking in the final quarter of 2020, we’re not in the “after” yet — but it’s getting closer every day.   Evaluate Your SEO   In the early days of the pandemic, you may have been reluctant to drastically rethink your SEO, both on...
5 Marketing Trends for the Covid-19 Era

5 Marketing Trends for the Covid-19 Era

Who would have thought that a global pandemic would rock 2020? Just four short months ago, life was plugging along as usual, and businesses were implementing their 2020 marketing strategy to reach their yearly goals. But then, all of a sudden, COVID-19 had us hunkered down in our homes, just trying to figure out how to keep business afloat amidst so much uncertainty.   In this article, we’re going to discuss some of the latest, COVID-era-induced marketing trends that deserve your consideration. Hopefully, you’ll find some tips for pivoting your marketing strategy to reach both old and new customers in new ways. #1 Create Featured Snippets Even if you’re unfamiliar with the term, “featured snippets,” you’ve undoubtedly encountered them — most likely daily — when you’ve typed a question into Google Search. When I searched, “What is a Featured Snippet?,” I got — you guessed it! — a featured snippet or short “answer box” at the top of my Google search results. Check it out below!   For virtually any question you ask, Google will provide an answer at the top of your results page. So, what do featured snippets have to do with marketing? Well, they have an 8% click-through rate, which means an increase in traffic to your website. If you want your snippets to be featured, simply create content that answers the specific questions that your audience may have. Your goal is to get Google to choose your featured snippet when people ask questions related to your field.  #2 Offer Online Purchases E-commerce is where it’s at. Why? Because in-store shopping is not (at least for...
6 Reasons To Include Content Marketing In Your Strategy

6 Reasons To Include Content Marketing In Your Strategy

You’ve heard it before: “Content is king.” And while other new marketing techniques may have your attention, content marketing is still a big player when it comes to bringing in customers and establishing credibility in your industry. Below, we’re going to talk about 6 reasons to include content marketing in your strategy. Let’s get straight to it. #1 Build Trust and Credibility Content such as how-to blog articles, podcasts, case studies, or interviews allows you to show off your expertise in your niche and help your potential customers at the same time. Content marketing will not only build your credibility as an expert, but it will also help you build trust with your audience which is essential for brand loyalty.   Make a list of the problems or pain points that your target audience experiences and develop content that helps them find solutions. And don’t use your content to sell, sell, sell. The purpose of content marketing is to help customers and establish your brand, which will lead to organic sales eventually anyway. #2 Build Brand Awareness Do people know about your products or services? Do you have a reputation in your niche? If not, content marketing can help you change that. When people land on your website to get answers or find solutions, you increase brand awareness organically. Use your content to showcase your expertise, as we said above, and to increase traffic to your website. It’s a win-win. #3 Get More Leads, Keep More Customers It’s all about generating leads, right? And content marketing allows you to reach a pool of customers who might have otherwise not...
7 Must-Read Marketing Books of 2020

7 Must-Read Marketing Books of 2020

With the number of marketing books on the market, it may seem like there’s nothing more to say. But since marketing is all about what makes people tick, and people are always evolving, there are new things to discover and learn with every passing year.   Whether it’s a shift in marketing medium, changes in what’s most important to consumers, or generational differences, the ways we reach people have to be tweaked and amended regularly. So while it’s great to read the marketing classics, like Positioning: The Battle for Your Mind (1980) or the much older Robert Collier Letter Book (1937), it’s also smart to keep up with the new marketing wisdom.   Here’s a list of the seven best marketing books to come out of 2020. Add them to your reading list, if you haven’t already! 1. Fanocracy by David Meerman Scott & Reiko Scott Why do some businesses inspire the kind of adoration that used to be reserved for movie stars?  Fanocracy: Turning Fans Into Customers and Customers Into Fans, written by a father/daughter writing team, explores what turns consumers into raving fans of brands.   It’s all about adding value to your product or service through building community and relationships. The book theme breaks down how to do it in nine actionable steps. 2. The Age of Influence by Neal Schaffer In a climate where everyone is hunting for authenticity, meaningful relationships with actual people are how you get it. The Age of Influence: The Power of Influencers to Elevate Your Brand teaches marketers how to harness the power of influencers to build those relationships, from...
7 Tips to Get Your Business Live Streaming on Social Media

7 Tips to Get Your Business Live Streaming on Social Media

Are you feeling intimidated by the idea of streaming live video on social media?   You’re not alone. The idea of showing your face and talking to your audience without the benefit of editing is a bit daunting to many. But going live has many benefits, from “beating” the algorithm to higher engagement to the shorter time investment than other forms of content marketing.   If you’re ready to dive in, here are some tips to help your livestreams be successful and valuable to your audience. Where to Go Live The platform you choose for your livestreams will depend on where your audience is. Facebook, Instagram, Twitter, and YouTube are all popular options, but don’t use YouTube if that’s not where your ideal customer is spending time!   A major benefit to streaming live on Instagram over other platforms is that live streams appear at the very top of the Instagram feed for your followers, in the “first position” of Instagram Stories. This makes your live stream highly visible, and lets you get around the sometimes unforgiving algorithm. Your Instagram followers will also get a notification when you go live, even if they’re not currently using the app.   On Facebook, live videos will usually be presented to your followers at the top of their newsfeed — another way to beat the algorithm. Viewers can also navigate to the Watch page, and then click Live to access a wide variety of live videos.   Live streams on Facebook result in 6x as many interactions as pre-recorded videos, and get 10x more comments. With such high engagement and a spot...
6 Marketing Trends to Help You Win 2021

6 Marketing Trends to Help You Win 2021

With 2021 right around the corner and a pandemic still affecting the way we live and sell, it’s time to look to the future.   An unpredictable year has made businesses wary about investing too much into their marketing strategies, and that’s certainly understandable. But thriving in this new climate will require focusing on reaching and connecting with your customers, just like it did before COVID-19.   So instead of hiding our heads in the sand, we need to look around and assess how we can still serve consumers. Here are six marketing trends that we think will be bigger than ever in 2021. 1. Continued growth of influencer marketing Influencer marketing is still going strong — no surprises there.   But what kind of influencers? If we learned anything from the ultra-brief introduction and shutdown of short-form streaming service Quibi, it’s that big celebrity endorsements aren’t where it’s at.   Quibi spent their $450 million marketing budget on major network ads featuring stars like Liam Hemsworth and Sophie Turner. But in doing so, they completely ignored the way people prefer to receive marketing messages these days — by influencers and micro-influencers that have developed a close-knit following.   As we become more globally connected, people continue to seek out more and more niche communities of like-minded peers. These communities are led by influencers, and their followers are active and engaged.   Continue to build long-term relationships with influencers as ambassadors for your brand in 2021. 2. Social media sales Social media use is up through 2020, as we’ve been sheltering at home. One poll reports that 46% to...