Starting a New Year in lockdown may seem like a non-starter for some businesses. As restrictions mingle in our everyday lives this is actually a good time to zoom in on the detail. Look closely and you’ll see there is plenty of opportunity to grow your business behind the scenes. We’ve put together five simple ways to keep on top of your marketing right now.
1. Dust the cobwebs off your data
If you haven’t cleansed your data recently it’s time to check if anyone is still at home. Data cleansing can identify any missing or surplus information and help you to improve your procedures. Any incorrect, incomplete, duplicated or unnecessary information should be updated or removed. By ensuring your data is as accurate as possible, you can work more efficiently and are better placed to benefit from good customer relationships and data-driven insights.
Remember, now that the UK has left the EU, the UK regained full autonomy over its data protection rules. As a precaution, during the bridging mechanism, it is recommended that you work with EU/EEA organisations who transfer personal data to you to put in place alternative transfer mechanisms to safeguard against any interruption to the free flow of EU to UK personal data. For most organisations, the most relevant of these will be Standard Contractual Clauses (SCCs).
2. Analyse 2020’s communications
Has anyone engaged with your communications in the last six months? Whether you send an email, post on social media or add content to your website, analytics are in place to measure your response rates. Dive into these analytics to see the results of your hard work. Make comparisons by channel, audience type, subject matter and time period. See if you can recognise when and where the most and least engagement occurs and use this insight as a building block. Later you can start testing a few things too, like what happens if you change your email subject line or the style of your link. Over time you will get to know your audience and what they want from you.
3. Check in with your customers
It’s an unprecedented time and we’re all in it together so give your customers a call and see how they are doing. With relationship building comes insight. Take this time to find out more about the people behind the sales. Are there any gaps in their business or plans for growth that you might fit in with? Ask for honest feedback on your service too. Or, just talk about the weather, it all helps.
4. Build yourself a digital tool kit
There are some handy budget friendly creative tools out there for do-it-yourself marketing and content creators. Google Trends, Mailchimp, Hootsuite, Canva, PicMonkey, Giphy, and Pixabay, to name a few, are just some of the available resources designed to help you to produce more professional looking material. Have a play.
5. Plan for both 2021 and 2022
Ok, time for the tricky part, planning your marketing for two parallel universes – present-pandemic and post-pandemic. We say, go digital for 2021. Target your audience with contactless communications like newsletters, social media, website content, webinars and podcasts, and use media releases and online awards to celebrate your achievements. Save any face-to-face activity like events and exhibitions, and even mail outs if you can, for 2022.