Good marketers have an eye for trends and circumstances that will shape their audience’s future – from a rising social media platform that will conquer the world to forced lockdowns – they will know it.
Let’s face it, this year was (and – don’t jinx it – but still is) a serious challenge for mankind. Since January, our planet has endured a lot – fires, explosions, riots, and, of course, the notorious COVID-19 pandemic.
While horrible, other disasters can relatively quickly be overcome. Corona has been testing us mentally and physically for months, and it doesn’t plan to stop now. An invisible enemy that has put an asterisk on everything we usually do swimmingly – socializing, traveling, and even doing business. In a lack of real-world opportunities, we turned to our beloved digital sphere for help.
And while a video call cannot replace a hug from your best friend, your business can benefit and even grow if you decide to take the online path because the old way is now gone-away. Why am I saying this? Here is one of the good reasons:
And pay attention because here comes the important part – clearly, people didn’t suddenly lose the desire for shopping, what they lost is the opportunity to shop freely in e.g. their favorite malls. Hence, you need to offer them a viable alternative.
See? People naturally adapt, so you have to adapt, too. No matter what products or services you are offering, there is a place for your business online because that’s exactly where your customers are at the moment.
For some businesses, this switch to enhanced online presence may come easier than for others due to already-set platforms and processes but it’s never late to begin your digital journey. Let’s paraphrase that well-known Chinese proverb “the best time to plant a tree was 20 years ago, the second-best time is now” a bit.
The best time to give your business a strong online presence was years ago, but the second-best time is definitely now. If you don’t have the necessary experience and skill set to conduct this transmission, rest assured that you aren’t the only one. Maybe we can help you with defining the required first steps.
Reinvent Your Business Model
Defining your unique value proposition, revenue streams, cost structure, customer relationships, channels, targeted audience, etc. might have to change a little bit but that’s normal and necessary. Actually, this step should be called Step Zero since everything you do afterward with your website, social media and so on solely depends on the right business strategy.
What is unique about what you are offering? Who needs it? How will you reach them? You need to have detailed answers to these questions before you start building your online presence.
Set Up Digital Assets
Brand identity, visual solutions, website, social media accounts, assisting tools – sounds like a lot of work, sure, but with experts lending a hand, it should be painless. This part is extremely important to make your business recognizable among plenty of others – your audience will know who you are and, over time, learn to follow your lead.
Again, if you did the first step correctly, this part should be just a concrete upgrade of an already-set plan. Bear in mind that not every social media is perfect for your targeted audience and while having an overall strategy is mandatory, tactics should vary to achieve the desired results.
Define Measurable KPIs and Goals
If, for example, your goal is to increase online sales, the first question you should ask yourself is “by how much” and then give it a deadline. After that, break this ultimate goal into key performance indicators (e.g. no. of unique website visits per week, conversions, or GMB reviews).
Additionally, this will help you anticipate final results by observing what is currently happening with your digital assets (website, social media, etc). You will learn what type of content drives more orders, which ads bring the best conversions, etc. The best thing is – you can react timely if you find a weak spot and fix it.
Generate Appropriate Content
Have you ever heard that wise ‘’content is King’’ phrase? Well, like it or not, there is truth to these words. While paid advertising can achieve so much for the visibility of your business, there is no brand without unique content. If you want your business to stand out compared to the competition, to be truly recognizable, then original content is the solution. You want your brand to be the industry leader – someone who dictates trends, not copy/pastes them.
Regardless of the content type, focusing on content development inevitably brings results in the long-run, and that’s why it is necessary to constantly work on it. The right blog post can bring you traffic while the right social media posts can do wonders for your engagement.
Analyze and Report
And last but surely not least, the analytics. This part is of the utmost importance to stay aligned with your main strategy. Digital marketing is both creative and precise, and you have to nurture both sides in order to succeed. Data doesn’t lie and with its understanding and right interpretation, the sky is the limit, amigos. For example, you can have a personal preference in terms of which posts you like best, but ‘the numbers’ will show you your audience’s preference, and precisely that will help you grow your business.
This step is a younger sibling of step #3 – if you did a good job on setting the appropriate KPIs in the first place, this one should turn out just fine, too. If not, you can always call a family meeting and discuss what needs to change.
We learned so far that COVID-19 has changed the way business is done, and what’s necessary to catch up with this digital transformation.
The future is now. COVID-19 only sped up the already-existing process – for some time now, the digital sphere has been taking over but we weren’t pressured into digitization before the pandemic. Also, these times of corona made marketers more creative and aware of the importance of building your brand’s recognition.
For example, one of the health industry leaders in the US, Walgreens, transformed their usual content into educational, non-salesy series concerning COVID-19. What once was a detailed explanation of products became a guide in fighting the coronavirus. In this manner, the brand gained respect, credibility, and authority.
Either way, make it or break it, but remember – while you’re not online you are:
- Losing money
- Letting the competition become the niche leader
- Invisible to your audience
We Got You Covered
Being digitally competitive is not easy, especially when there are other important departments and processes worthy of your attention. That’s why the Umbrella Marketing Agency has got you covered – we are the experts that will put the needs of your business first and custom tailor your marketing strategy accordingly.
If you want to take your business to another level, we are happy to be your partners in this endeavor. Schedule a call now and see if we are the right fit for you!
Title photo by chatchy4406, Freepik.