07.01.2021
Techniques for success: Marketing lessons that 8 leaders learned in the year of the pandemic
2020 was a year of challenges on many fronts, from the Covid-19 pandemic to racial injustice protests to the highly contested US presidential election. Businesses had to deal with rapid changes in consumer behavior and spending patterns, and many had to adjust their models. To stay afloat, business leaders had to learn to trade successfully while navigating this strange new environment. A group of entrepreneurs share the best marketing tips they have learned this year. Here are some valuable lessons they will take with them in 2021.
Create valuable content - Content has been considered the "king" for years, but in an era of remote work and social distancing, people are consuming more online content than ever before. Businesses need to focus on creating content that is valuable and relevant to their customers.
"Great content will attract your audience to visit your website, and some, if not most, will eventually need your service or at least think of your business," said Alfredo Athanasio, co-founder of Uassist.ME.
Be open to change - This year has proven that even the best plans can be thrown into disarray at any time, so keep your mind open to change, says Kevin Lace, founder and CEO of Leyes Media
"Establishing business ideas and strictly planning for them does not mean that they should be carried out in this way. On the contrary, social scenarios can vary and lead to changes in these planned strategies. These changes can be positive if viewed in terms of evolution and innovation, and can even provide an opportunity for change in the company,” explains Lace.
Communicate - Timely communication is most important for business at a time when public health and social climate are changing frequently and rapidly. Said Balkhi, co-founder of WPBeginner, cites the example of this year's global blockades.
"It has become critical for businesses to add information to social media and websites and provide resources to their audience. The sooner you can respond to your customers, the happier they will be. So, invest in staff and tools to make that possible,” says Balkhi.
Focus on community building - Beck Bamberger, founder of BAM Communications, reminds business leaders that people buy from those they trust. But where does trust come from? The answer is community.
"The community, even if it is virtual, creates consistent interactions that then build trust. We saw the tremendous strength of the community this year through a group of several hundred people that we have raised in the venture capital world through our Slack group,” says Bamberger.
Use video - 2020 has made professionals rely more on video conferencing in person. But don't think that your use of video is limited to Zoom conferencing.
"I used video in all parts of my marketing and sales strategy. From Zoom meetings, to short Loom videos through Google Workplace to text messaging videos, and I've found that this is the best way to keep in touch," said Jean Ginzburg, founder and CEO of JeanGinzburg.com.
Be empathetic - Everyone has been affected by the pandemic and other events in 2020, so in marketing and in life it is important to show empathy for others and their circumstances, says Jennifer Buonantoni, CEO of Press Pass LA and PPLA Social + PR.
"People want to align with companies and brands that are there for them in good and bad times and that are not deaf to the reality they are experiencing," adds Buonantoni.
Suggest solutions to problems - The main problems that people face in 2020 are far from those they faced only a year ago. Businesses need to accept that the long-term, recurring "pain points" they have relied on in their marketing have changed in some way.
"Covid-19 and the economic downturn have brought new challenges to business, unlocking new opportunities for companies capable of moving quickly and offering hybrid solutions that work in the short term. Differentiation is key in 2020, "said Mario Peshev, CEO of DevriX.
Focus on your customer - Your strategy should focus on your customer, says Stephanie Wells, co-founder and CTO of Formidable Forms.
"2020 has brought many challenges to the world and many businesses have been hit hard. Constantly providing excellent customer service and putting customers first will convince them to keep coming back,” says Wells.
