Moving into 2021 can be done with some cautious hope, but 2020 has left many of us battered and wondering how to move ahead with our businesses and our lives. How do we market to a mostly at-home clientele? How can we build strong connections with anxious clients? Making sure that your message is both on point and present will help.
Create Tailored Messages
A tailored message campaign could run the gamut. If you’re a small manufacturer that creates gift baskets and your supplier connects you with an abundance of spring-themed fill products, you’re in a position to have a great Easter if you can get the word out.
You may even be able to start a May Day tradition, or to send baskets for other holidays. As the winter clogs on, make sure you keep an eye on the news to see which areas are shut down, who may be at risk of severe isolation, and how you can brighten their day. Grandparent’s Day isn’t until September, so you could encourage your existing clients to check in with the family elders on St. Patrick’s Day.
Build Future Connections
If you own your own business, you’re a planner. Unfortunately, you’re planning without a timeline. However, we know that the pandemic will end. Now is the time to define where your business will stand at the end of this ordeal. If your clientele is at all elderly or vulnerable, work with them on the process of electronic connection. Provide personal services as possible to make all aspects of their lives easier.
For example, if your business is financial services, helping an older and perhaps less tech savvy client set up an electronic meeting could translate into a face to face with their grandchildren. Isolation is horribly destructive, particularly to the elderly, so boosting connection in every way possible is a wonderful way to build loyalty until we can meet face to face.
Cast a Broad Net
You likely have a contact list for email, but do you have one for texting? The world moves on smartphones, and the ability to contact all of your clients or customers with one big message is critical in a world that moves so quickly. Consider reaching out for smart phone data in a tailored email campaign, and be sure to make it part of your client setup on line. For example, the ability to send out mass text messaging for electric companies could be put to use in order to keep a large amount of people informed on service changes, emergencies, etc. It is also beneficial if you need to tell everyone when your hours are changing. Mass messaging along with an update on your web site will ensure that no one misses out on the updates.
Budget, Budget, Budget
When the only certainty is uncertainty, cash in the bank is a good bet. Give yourself some budgetary wiggle room for slow starts, limited returns, and flops. Everyone’s financial situation is rather precarious at the moment and getting folks to turn loose of their money may take some extra work on your part.
A simple way to increase your budget stability is to consider a subscription service. Let’s go back to the gift basket scenario. Every month offers a wonderful chance to celebrate someone new. You could offer your current clients a discount on a monthly delivery and give them the chance to arrange birthday and holiday gifts a year in advance.
Be consistent in your message and your presence. When we don’t hear from folks, we start to worry, and the current world situation is worrying enough. Let your clients know what you’re up to and consider creating a survey for options that you don’t currently offer.
Our gift basket producer may be able to send gifts and flowers but not warm baked goods. Could you pair with a reputable cookie delivery company to get fresh flowers and warm cookies dropped off on the same day? Of course, any time you pair up with another business, you tie your credentials to them, so do some research before you reach out.
Moving forward isn’t easy when the landscape is so uncertain, but we have to keep going. Business owners are a different breed; even if you’re the only employee, you’re driven to do more than just collect a check. Using communication services, open communications and surveys can help you build effective pathways to profit.