2020 has been brutal for small businesses. Millions have had to cut staff and scale back their operations. While some businesses qualified for loans or debt relief under the CARES Act, others weren’t so lucky.
It’s been a tough year, for sure. But there are reasons to be hopeful. With the new year upon us, now is the time to solidify next year’s marketing strategy. Even on a tight budget you still have plenty of options. Here are some tips for marketing in 2021.
1: Revamp your marketing automation strategy
You’ve probably noticed an explosion of marketing emails and text messages from your favorite brands and charities since the pandemic began. It’s no surprise. In-store shopping took a nosedive in the early days of the pandemic and is taking a major hit again lately—especially in states like California, which have instituted widespread stay-at-home orders.
If you’re a brick-and-mortar store it’s even more essential to keep your brand top of mind. Make your email and text messages personal and compelling. Instead of sending out email blasts, target customers with product suggestions based on how they’ve shopped with you before. Offer customers discounts and loyalty perks and use remarketing tactics for shoppers who abandon their carts.
2: Offer curbside pickup
If you’re among the one million businesses that use Shopify, the company created a local pickup feature for online orders to help businesses increase online sales. Customers can make their purchase online and choose in-store or curbside pickup at your store or even your warehouse
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Shopify claims online shoppers who choose local pickup are 13% more likely to complete their online purchase and spend 23% more than customers who opt to have their orders shipped. Check out the company’s quick guide for setting up curbside pickup.
Don’t use Shopify or have an online store? You can still take advantage of the explosion in demand for curbside pickup. Let your customers know while they’re shopping at your store or via email that they can order by phone and pick up at the curb or in-store.
Local pickup isn’t likely going away even after the pandemic resolves. Not only have consumers gotten used to it during COVID-19, they love it. In the long run, it’s probably worth investing the time and resources into making curbside pickup an option for your patrons.
3: Start hosting web events
Even before COVID turned our lives upside down virtual meetings were on the rise. Whether your favorite platform is Zoom, Instagram Live or FaceTime, hosting a web event has never been easier.
Consumers want to learn from experts and connect with like-minded people. Hosting a web event lets you showcase your expertise and connect with existing customers and prospects.
There are so many options, from live-tweeting a product reveal to conducting a workshop or training seminar for a fee. Demonstrations, interactive webinars, and behind-the-scenes tours are also popular.
Don’t skimp on the planning just because your event is virtual.
Do a trial run before the big day to work out technical kinks and other unanticipated problems, especially if you’re hosting a conference, training, or workshop with multiple speakers or presenters. Zoom has created a helpful guide for hosting engaging virtual events on their platform.
4: Sell through video content
Trends show the average person will spend 100 minutes a day watching video in 2021. Just mentioning the word “video” in your email subject line boosts open rates. And embedding videos on landing pages can increase conversions by up to 80%.
Consumers are more likely to buy a product if they’ve watched a video about it—especially if it features an influencer.
In short, video is a marketing tool you can’t afford to pass up. And it doesn’t have to break the bank. Consumers today don’t necessarily need flashy or highly produced content—authenticity is what counts.
Keeping production costs down is easy enough. It’s content promotion that can get pricey. But a savvy digital marketing agency can get your content in front of eyeballs for less.
5: Start a podcast
Podcasting is relatively new, but it’s gaining traction. Consumers love them because they can multitask while they listen—podcasts are the perfect content medium for working out, running errands, or commuting.
Businesses love podcasts because they’re a great tool for marketing and sharing expert advice. And, unlike video and written content, podcasts aren’t time limited—you can dig deep into topics.
A successful podcast will cover relevant topics to your audience and provide useful tips and information. Always give listeners something they can walk away with, and always include a compelling call to action. Here are some tips for creating a podcast for your business.
6: Increase your presence on social
Social media marketing will be more important and more relevant than ever in 2021.
Forty-six percent of respondents to a DataReportal survey said they spent more time using social media in 2020, and growth trends point to more than a million new social media users every single day around the world.
The beauty of social is that it doesn’t require a huge budget, yet it’s a great way to connect directly with consumers. But mastering social media requires some skill and savvy. If you’re just starting out, it will take some time to learn the ropes.
There are plenty of resources out there to help. Another option: Hire a social media marketing expert to help get you off the ground.
7: Help your customers feel connected
The psychological impact of the pandemic has been huge, with most Americans reporting an uptick in feelings of loneliness, anxiety, or exhaustion. Young adults have been especially hard hit. Traditional college life disappeared overnight, and recent grads trying to get their footing in the world have had their plans turned upside down.
It’s so important for brands to connect with consumers with humanity and compassion. Here are some ways to create a sense of community with your customers:
- Ask questions or create polls to engage your customers
- Host a photo or video contest with prize giveaways
- Share product recommendations if you sell online
- Offer expert tips or advice
- Share inspiring stories on social media or your blog
Get Help from the Experts
Businesses had to make some tough choices in 2020 and get creative with their marketing strategy. The pandemic has changed the way consumers shop and engage with brands, and some of those changes—like curbside pickup and the explosion of video conferencing—are here to stay.
Need help creating a solid marketing plan that converts for 2021? We’re here to help.
The small business marketing specialists at National Positions will create a plan that works for your business, even if you’re on a tight budget. Get in touch today.