A common trait of successful business owners is the ability to identify obstacles and turn them into opportunities. As we head into the final quarter of 2020, the obstacles are fairly clear, and from the right perspective, so is the massive opportunity we all have at our collective doorstep.
With companies making changes and clients rethinking their habits, the marketplace has more movement than ever. This is your chance to re-establish your brand, build your reputation and acquire new customers. It feels like a big task, but you can start small. Here’s a simple list of things you can do right now as a business owner to gain an advantage without spending a dollar.
Review your main message and value proposition
After carefully planning your communication strategy for so long, it’s natural to feel reluctant to make alterations. But the fact is a finely tuned message may now be tuned to the wrong frequency. If the market and customer base are in a state of change, then it’s the perfect time to re-evaluate who you’re speaking to, what you’re communicating and how you’re saying it.
As you re-craft your marketing message or value proposition (how your customers’ lives will be improved with you in it), go back to the basics. The rules haven’t changed; you’re simply reapplying them.
Consider how your target is adapting ⎯ you can probably relate. Is your brand speaking to their new needs? Make sure they know who you are and what you can do for them. Even if they were your client in the past, they’re also re-evaluating their needs, so prove to them you can still provide value. It’s also possible that a new segment of the market is in need of your product or service now, so clear and informative communication is a necessity.
Remember, this is a review of your current content. Parts of your marketing plan may still work and others may require adjusting. The goal is a strong, cohesive message for anyone looking at your business after a period of uncertainty and change.
Update your website
Your website is still the first place someone will go if they have questions about your business. People are expecting change right now so inform them about what is changing in your business and how it will impact their customer journey, while they’re receptive to it. Whether you’re making minor adjustments to adapt or transforming to stay afloat, open communication helps keep everyone on the same page.
When assessing your website, ask yourself what your target market wants to know about you. It could be as simple as letting them know you’re still in business, with new business hours, or maybe you’ve introduced some new policies on how you will serve them. Most importantly, confirm all the content on your website is current and relevant. If something no longer applies, replace it with valuable information that answers their most pressing questions.
Check in on your clients
While everyone was focusing on their own business, it became easy to lose track of others. Now’s the time to start rebuilding those personal connections. It may be the easiest suggestion on the list, but it goes a long way.
Simply reach out and say “hi.”
Ask clients about their experiences over the last year. You’ll find common ground and gain some insight into what they need now. Show them you understand their unique situation and offer your services if necessary. By approaching them personally, rather than through a marketing push, you’ll show you haven’t forgotten about them. They’ll appreciate the gesture.
Offer free advice
This can be in the form of a blog, white paper, infographic or even a meme. Your main consideration should be how much expertise you want to offer to draw people in and how much you want to hold onto until they become clients.
With many organizations still in a state of flux and working out their own issues, you’d better believe a helpful suggestion to get them closer to normal — or a bit of certainty in uncertain times — will be remembered.
Doing these four simple things will set you up well to re-introduce your brand and take advantage of the opportunity Q4-2020 is presenting.
To talk more about Q4 and beyond, connect with an advisor today.