10 things you can do in your downtime to improve your marketing
30th, Mar 2020
Every business has been impacted by COVID-19, but this is not the time to pull back on marketing. It’s not about looking for immediate business. Instead, the focus must be on staying visible with your contacts, so they remember you when they or someone they know needs help in the future. If you do have some extra downtime, here are some tasks that will boost your digital presence.
1. Update your LinkedIn profile. Do you have a strong headline (at the top under your name)? The default is your current position, but you can and should change it to reflect the type of work you do and who you help. Also draft a compelling summary section. The first few lines are the key because that’s all that shows when someone first sees your profile. Make them want to click on the link to read more. Finally, remember to fill in every section or most of them. Add in your writing, volunteerism, awards, association memberships, etc. This is essentially free advertising to highlight your skills and activities.
2. Be more active on social media. Regular posting is essential. You can share your own content or other people’s content so long as it is helpful and interesting to your audience. Remember every time you post something it is an opportunity for your contacts to be reminded of what you do as well as reach new people. For social media posting tips, read Do’s and Don’ts of Using Social Media to Grow Your Business.
3. Ask for recommendations/reviews. Email people you know well – referral sources, colleagues, vendors, and happy clients – to ask them if they would be willing to give you a recommendation or review on social media, Google and other relevant websites. Remember to give them one as well if you can.
4. Start an email newsletter (or consider publishing it more often if you already have one). Email is a great way to stay top of mind with your contacts and it is a very inexpensive way to market. A newsletter can contain a range of information from snippets of content you have created, links to third-party resources, upcoming events, and other material that would be of interest to your contacts. Check out How to Maximize Your Email Newsletter for more information.
5. Follow up with key contacts, referral sources. Everyone is worrying about their families and business. Reach out to contacts to find out how they are doing. Consider ways you can help each other now and in the future.
6. Check in with existing and past clients. Don’t pitch your services. Just let them know you hope they are doing well, and you are happy to help in any way you can. If you know of any third-party resources that may help them, point them to that assistance.
7. Create and/or update your contact database. People change jobs and email addresses. You are missing a great opportunity to market and stay in touch if you don’t have an up-to-date contact database. Leverage staff working from home to help create or clean up your data. And while you are at it, segment your contacts so you can tailor emails to particular groups of contacts (ex. past and current clients, referral sources, prospects, industry, job title, etc.). Consider which segments make sense for your business.
8. Create content. Writing and speaking are great ways to highlight your expertise, build credibility and be more visible. Consider blog posts, articles, tips, charts, graphics, podcasts, presentations, webinars, and PowerPoints. Experiment with video because it has been shown to get more views and interaction than written content. Video on your website should always be produced by a professional, but amateur efforts are forgiven on social media.
9. Participate in virtual networking. Many groups have now turned to Zoom. Face time with contacts is still important so join these meetings to stay in touch. You can also easily create your own groups and facilitate introductions among your contacts.
10. Refresh your website. When was the last time you updated your website? The content and/or the design could be stale so do it now.
While you may be worried about loss of business because of COVID-19, if you don’t market during this period, your recovery will be that much harder. Don’t get left behind.
If you need assistance with your marketing, contact us for a consultation.