The world we live in is always evolving. As the tidal wave of COVID-19,
a novel coronavirus, sweeps across our country, transforming the landscape and leaving us breathless in its wake, this is the truth of life. With so many small businesses in financial distress and so many people out of work in general, it's time for us all to think and act like digital marketers.
I've had the pleasure of working with a variety of brands in finance, insurance, travel and tourism, retail, food and beverage, athletic footwear and apparel, and snow sports as a digital marketer. As a result, I've gotten excellent insight into branding and marketing at organizations of all sizes and scopes, both for-profit and non-profit. Because so much of digital marketing is based on real data and reaches the appropriate audience with the right message at the right time, it works. This is a great time for all of us, especially small company owners, to apply this type of thinking to our new realities.
1. Develop a strategy and figure out why you're doing it.
A strategy aids in the planning process and establishes a distinct goal, or desired outcome. It helps to have a purpose and a "why" in mind no matter what you're dealing with, and we're all dealing with a lot right now. What exactly are you attempting to accomplish? What are the roadblocks in your way, and how can you overcome them? What is the purpose of your company? And how can you set yourself apart? Answer these questions (in today's reality) to assist you figure out what the most critical steps are for you and your company right now.
2. Recognize your target audience and competitors
Our finest efforts as digital marketers are usually those that are focused at a certain audience rather than those that are broadcast to everyone. One message may be ideal for one group, but another may be uninterested in the same message. Use this time to figure out the best ways to reach out to your various audiences—whether at work, at home, or a combination of both—for the best results. Simultaneously, research your competitors. What are they doing that you aren't? What are their top priorities? By conducting this research and remaining aware of change, you will gain a great deal of knowledge.
3. Know what tools and resources you have at your disposal.
There are numerous ways to focus your marketing efforts, but if you want more control and insight into your efforts, there are a number of valuable marketing tools and resources available that can revolutionize your marketing in an instant. Paid social media boosts and Google advertising are only two easy strategies to promote your brand. Spend some time researching the tools that will help you reach your goals and building a strong peer network from whom you can learn and share your experiences.
Focus on free solutions you can do yourself, such as organic social media, search engine optimization, blogging, free email services, free websites, free design software, marketing interns seeking for experience, and so on, if you don't have a budget for digital marketing. These services exist, and there are numerous "how-to" articles available to teach you how to make the most of them.
4. Experiment and gain knowledge
Experiment with new concepts. Don't be afraid to be innovative and try something new. If those ideas work, stick with them; if they don't, take a step back and reassess. This is something we do all the time in digital marketing. We use data to teach ourselves, and then we focus our time and energy on what the data indicates is working rather than on what isn't. It's time to let go of the "this is how I've always done it, so this is how I'll do it" approach. Experiment with new ideas, make mistakes, learn from them, and keep moving forward.
5. Have a goal in mind when communicating.
This is crucial in digital marketing; we're constantly evaluating how effectively our emails, blog posts, and social media initiatives are performing, and we're always seeking for new methods to engage our target audience. As more people work from home and practice social isolation, how we interact with one another is more important than ever. Consider the subject lines of your text messages and emails, as well as team messaging and social media postings... What is the content of the presentation? What will be the reaction? How often do you communicate with one another? These activities can assist you in navigating the new normal of everything virtual.
For many of us, the "new normal" is in a state of flux. The term "work-life balance" has taken on entirely new dimensions for us, and that balance will be put to the test like never before in the weeks and months ahead. Let's take advantage of this opportunity to think and work like digital marketers. We're in a unique position for the time being, not because we have more answers than anyone else, but because the agile abilities we've acquired to survive in our digital and virtual business have put us in that position. Live each day as though it were your last.
And then Add to Home Screen.