The past 18 months have brought more personal and professional uncertainty and change than most of us can remember. Some businesses continue to struggle as we find our best way forward, but others have thrived. If your business is booming, that’s great! But that doesn’t mean you should stop marketing. Here’s why.
- Marketing keeps your brand relevant. In Deloitte’s 2021 Global Marketing Trends Report, they discuss how consumers are exposed to between 400 and 10,000 advertisements per day. So, how does a brand connect with a consumer? Relevancy. The report’s authors explain, “Relevant content connects a brand to what is top of the mind for consumers when they receive the content. At its core, it can be as sophisticated as engaging in cultural moments when they happen or as simple as selling snow tires when it’s snowing.” So, even when you are busy, it’s important to stay relevant in your industry—or you could quickly become an afterthought. Keep monitoring the conversations happening online in your industry and stay engaged with consumers, keeping you front and center.
- People need reminders. It takes several exposures for a consumer to actually remember your brand. So, a consistent brand identity is key. If you are in the services industry, then all company trucks and employees should be armed with your logo when they are out in the field. Having promotional items on hand to give customers as appropriate can also help keep your brand identity front and center. These marketing tactics help to strengthen your identity even when you aren’t necessarily actively seeking more leads.
- You will be ready for any downturns. While we would like to promise you that work will be flourishing indefinitely, there typically is an ebb and flow in every industry. Use your busy season to build your brand by having procedures in place like requesting reviews from satisfied customers. Depending on your line of work, now is a great time to take photographs and document successes for future portfolios and case studies. Also be sure to ask customers how they heard about you to better inform lead-generation tactics.
By building a strong and reputable brand identity and offering a high-quality product or service, consumers can better understand why your offering is worth the wait. Manage customer expectations with authentic communication if a product is backordered or you are booking out months in advance.
It’s also best to revisit your marketing plan on an ongoing basis—even when you are in your peak season. This involves a well-planned marketing strategy and calendar. Don’t feel like you have the time to tackle your marketing strategy? We can help. Contact The Jakes Group today.