\u201cHaving a marketing plan in place is more important now than ever,\u201d states Kristen Thompson, Lead Marketer, Marketing Direction<\/a>. \u201cWith the pandemic came panic; those companies with comprehensive marketing plans in place were more easily able to pivot as new priorities emerged.\u201d<\/p>\n <\/p>\n <\/p>\n Marketing 101 has always been about incorporating several tactics into a plan as different channels appeal to different segments of your target audience. With the pandemic came a shift in focus away from face-to-face marketing towards more digital marketing. This is a trend that has been in the works for years, and the pandemic has only served to accelerate it.<\/p>\n \u201cBrands and consumers were already moving online before the pandemic, but COVID accelerated their timeline and pressured them to embrace a digital transformation at a rapid pace,\u201d says Kipp Bodnar at HubSpot<\/a>. \u201cWhat were once novelty features and services \u2014 like live chat \u2014 are now vital to day-to-day operations. Without these tools, businesses can’t engage or prospect customers like they could before the pandemic.\u201d<\/p>\n Face-to-face marketing is not dead, and we all hope to see a bit of a resurgence in the near future. But what good marketers are doing now is searching for creative ways \u2013 new ways – to establish a personal connection.<\/p>\n For example, when trying to convey a brand\u2019s value without the benefit of being able to build a relationship in person, consistency is key. \u201cCustomers need to feel that a brand is authentic, and authenticity comes from being relatable and consistent,\u201d Thompson says.\u00a0 \u201cFocus on creating content that adds value without blatantly promoting your brand.\u201d<\/p>\n <\/p>\n Remember the tried-and-true 80\/20 rule: 80 percent of your profits come from 20 percent of your customers. When trying to drive revenue in challenging times, don\u2019t reinvent the wheel. Consider existing clients who already know about you and like your product or service. How can you provide them with additional value or reward them for their continued loyalty?<\/p>\n \u201cThose customers that remained loyal to you during the pandemic should be your top priority before you even start thinking about attracting new sales,\u201d states Jennifer Byrnes, GM, Shift Workspaces<\/a>. \u201cA good place to start is to create services and campaigns that target their new needs, but if you want to go the extra mile you should really look into rewarding those loyal customers for sticking with your business through these tough times.\u201d<\/p>\n Which begs the question, how do you turn past clients into loyal customers? \u201cTrue loyalty isn\u2019t something you can buy; it\u2019s earned through quality and consistency in your product or service, honesty in advertising and communications and conveying appreciation for the customers\u2019 business,\u201d Thompson explains. \u201cIt helps to engage with customers on a personal level, keep them informed during the sales process and quickly handle any issues that may arise.\u201d<\/p>\n <\/p>\n \u201cAs a general rule,\u00a0small businesses with revenues less than $5 million should allocate 7-8 percent of their revenues to marketing,\u201d according to the Small Business Administration<\/a>.<\/strong> This budget should be split between:<\/p>\n Think of marketing not as an expense, but an investment<\/em> that drives your sales. \u201cA good marketing plan serves as a roadmap to help guide all business decisions and activities to ensure the focus remains on achieving success,\u201d Thompson explains. \u201cIt should be built to flex and shift to account for business, industry or economic events.\u201d<\/p>\n Labor (the person executing marketing) is often one of the largest line items in a budget.\u00a0 However, without someone skilled to create and successfully execute a brand\u2019s marketing plan, goals won\u2019t be achieved. Therefore, fractional or outsourced marketing can be a good fit.<\/p>\n![\"\"](\"https:\/\/www.marketingdirection.com\/wp-content\/uploads\/Article-Image-600x399.jpg\")
<\/p>\nPlan to Shift Priorities as Needed<\/h3>\n
Plan to Build Brand Loyalty<\/h3>\n
How Much Should You Plan To Spend?<\/h3>\n
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