As businesses start to re-open their doors once more, it’s safe to say we’ve officially entered the realm of the ‘new normal.’ But what does this mean for your business and, crucially, your marketing plans?
It’s probably an understatement to say that the way you run your business has had to adapt in recent weeks. With this in mind, it’s almost certain that your pre-lockdown marketing plans need to be re-shaped too, so that you can be confident your comms channels are working as hard as they possibly can.
Feeling a bit overwhelmed? Don’t worry, we’ve put together 10 questions you should be asking yourself about your marketing right now. And, of course, if your answers to these questions lead you to thinking you need a helping hand with anything, the OnBrand team are ready to take any marketing load off your mind!!
Your 10 questions start here
- What’s changed in my market/economy?
Change isn’t always a bad thing. For example, it may be that your target audience’s shopping behaviour has changed; they may be shopping less, but spending more. Could this be an opportunity to look at ways to upsell or increase basket size online? - What are my competitors doing?
Whilst assessing what new opportunities there may be for you out there, don’t forget to check out what your competitors are doing too. Think about what makes your brand/business different and how you can achieve stand out amongst all the ‘New Normal’ noise. - What are my comms priorities?
Whilst it might feel like you should be putting spend across each and every touchpoint, it’s better to do a few things really well, than spread your budget too thinly across too many channels. Think about which channels are working best for you right now and ensure those you choose to put resource behind will help you reach your overall business objectives. - What skills are missing in my team that I need to take control of?
With businesses having to make tough staffing decisions over recent weeks, you may find there are skillsets you need to tap into right now that aren’t covered within your team. At OnBrand, our team cover a range of different marketing disciplines, so whatever the gap, we have an expert on hand to help! - How much do I need to change my original 2020 marketing plan?
It’s unlikely your marketing plan from the beginning of 2020 is going to be exactly the same now. Take time to really assess which parts are still going to deliver, and which areas need a tweak! - What new needs do my customers have?
The world has changed for everyone. Not only are businesses needing to make changes, but consumers are having to approach every day tasks and responsibilities differently. Do your customers have any new needs that you can help them with? - Do we have the right level of comms activity running to reach our customers?
If you’ve been one of the businesses that have had to shut-up-shop during lockdown, it may be that you’re needing to ramp up your comms activity more than you originally planned to at this time of year. Take a look at your marketing spend for the year so far – perhaps there’s budget you ended up not using during lockdown that you should be thinking about re-apportioning to really create impact now that you’re back up and running again? - Do we need to revise our business goals?
Do your business goals still reflect the market you find yourself in? If they’re now seeming unrealistic or you’re needing to change your approach, make sure you re-align your business goals so that you have something to measure success with by the end of the year. - Is our website/e-commerce platform robust enough to respond to changes within the business model?
There’s no denying that since lockdown, the world has become more digital than ever. People are spending even more time scrolling on their phones. How well do you engage with your audience across digital platforms? Is your website optimised for e-commerce? - What am I doing to keep my brand visible and top of mind?
Of course, reaching your customers is key, so it’s important to think through which channels are going to work hardest at doing this for you. It’s also important to think x-channel. How are you engaging on social media? Do you have an email database you can segment with the right targeted messages? Are you running an affiliate program? We can help you explore which channels are right for your business, and look at your overarching content strategy so that not only are you appearing across the best channels for your brand, but so that your messaging really cuts through and stays top of mind.
Lots to think about! Want to chat through ways we might be able to help? Email: [email protected] or call 03333 22 00 22
