How will you prepare your business for 2021?

How will you prepare your business for 2021?

October 14, 2020

In 2020 consumers were forever changed, and businesses have had to adapt faster than ever to stay afloat. When cash flow is tight, pulling back on marketing might be the first thing you want to do. But history shows that in the face of adversity, it’s more important than ever for businesses to actively promote themselves by advertising and marketing their services.

For some business owners, they are putting the remainder of 2020 aside and focusing on how they will be successful in 2021.

Shrewd marketers know how to look at these times as an opportunity to stand out from the crowd and build awareness and goodwill with potential customers. By keeping your brand front of mind among consumers you will build customer loyalty and come out ahead in the long run. Here are two questions to ask yourself as you plan your 2021 marketing strategy:

1. Do your customers know how you have evolved?

Now is the time to reinforce stability by letting your customers know you are still there for them. Your customers want to know:

How you have increased safety measures

No doubt you have had to innovate and get creative in order to protect the health and safety of your employees and consumers. Give your customers peace of mind by letting them know the extra safety measures you’re implementing.

How you are providing convenience

Convenience and personalization have been among the top trends we’ve seen emerge through COVID and other challenges facing our country. Make sure your customers know how you are serving them at home, whether it’s through virtual tours, calls, online shopping, home delivery, etc.

How you are remaining a good corporate citizen

Are you partnering with other local businesses or helping a local nonprofit get by during these times by sharing your time, talent or treasure? Your customers want to hear what makes you a good corporate citizen.

2. Is your digital footprint working for you?

With people quarantined or staying at home and spending more time on their computers, your online presence is more important than ever. Now is the time to:

Polish your website

An online storefront never needs to shut its doors. Make sure yours is optimized for search (see below) and has a great user experience to increase online conversions. Are you able to implement e-commerce? Even better.

Bump up your social media

We bet you’re spending more time than usual on social media, and that means your customers are, too. Stay top-of-mind by increasing the frequency of your posts to match the rise in consumption.

Increase your email marketing efforts

Hopefully you already have an e-newsletter (if not, check out this post). Right now your subscribers are on their computers more than ever. Take advantage of this time by making your email campaigns even more customized and engaging.

Amplify your search presence

With more online traffic, now is the time to ace your SEO ranking in order to reach (or stay at) the top of search results. Also, that extra screen time we’re all putting in means more opportunity to be seen through paid media — video ads, display ads, social media ads, and more.

Adam Witty, a successful entrepreneur and the ForbesBooks co-author of “Authority Marketing: Your Blueprint to Build Thought Leadership That Grows Business, Attracts Opportunity, and Makes Competition Irrelevant” suggests business leaders do the following:

Review what you learned in 2020.

Think about what you did this year to maneuver through the hazards that came your way, Witty says. What worked? What didn’t? What would you do differently? “Use what you’ve learned to get your ducks in order to manage your business in a manner that meets both your and your customers’ needs,” Witty says. “Then, ask yourself what the future may hold and how you would handle whatever comes up.”

Talk to your best customers.

Find out what they want and need, and how they anticipate their lives – or businesses – will look in 2021, especially post-pandemic. “Learn how your product or service will fit into the flow,” Witty says. “Do they want you to continue delivering your product line in some virtual way, or is it important for them to be able to come into your facility for a real sit-down to discuss what they need and view the options in person? Does your solution lie in providing the best of both worlds, offering virtual visits alongside opportunities for physical interaction? Or is the right option something you haven’t yet explored?”

Look at what your competitors are doing.

Review how they are reaching customers and clients today – and whether you can glean any insights about what they may do tomorrow, Witty says.

Rethink how to use your marketing dollars.

In-person events, such as speaking engagements, trade shows, or conferences where you could network with potential customers were put on hold because of the pandemic. They might not return all that soon in 2021, so Witty suggests exploring other options for getting the best use out of the dollars that would have been budgeted for those events. That might mean pitching the media more to land radio or TV interviews or publishing a book that tells your personal or company story and can be given to current or potential clients.

“Can your business handle the unexpected if something you couldn’t possibly anticipate were to arise, as happened in 2020?” Witty asks. “If the answer is yes, chances are you’re ready to play in a post-pandemic world.”

In 2021 marketing is going to be more vital than ever for your business.

At Louis Mamo & Company, we mark our success by our clients’ success. We don’t provide one size fits all strategies or put you in some residual package. We tailor a plan and budget that’s right for your organization and flexible to meet your needs. When you work with LMC, our team becomes your team. Contact us today to learn how we can help grow your business.


(Sources: Global Trade Magazine, ForbesBooks, and The Wall Street Journal)