HOW TO MARKET DURING A PANDEMIC

This past year has posed so many challenges for everyone, especially business owners. And the horse industry is no exception.  Now, more than ever, your company’s online image and visibility are crucial to its success. Let’s take a brief look at some of the key elements of a successful digital marketing strategy to help you advance your business in these uncertain times:​

YOUR COMPANY WEBSITE

Your website is your company’s face to the world. It’s your home base where prospective customers can go to learn more about your products and services. A professional, effective website is a powerful lead generation machine! And without a doubt – first impressions are crucial. Now is the ideal time to audit your website to assure it’s functioning as effectively as possible. Things to consider:

• Broken or outdated links
• Modern, aesthetic design
• On and off-page SEO
• Consistent, fresh content and images
• User-friendly navigation
• Calls to action (CTAs)
• Lead generation/opt-in landing pages
• Convenient sales process
• Mobile responsive design

After your initial review, you may find that professional assistance with the technical aspects of optimization and/or a more comprehensive redesign are needed. Don’t put it off. The benefits will far outweigh the effort.

CONSISTENT, PROFESSIONAL BRANDING

Your brand is your company’s personal image. It differentiates you from your competition. And so, it goes without saying that professional branding elements strategically and consistently placed throughout your online channels ultimately provide instant recognition for your audience.  The most notable element of your brand is your company logo. But it also consists of branded colors, fonts, graphic elements and even your tagline and the content you publish and share. These all combine to reflect who you are and what you have to offer.

SOCIAL MEDIA MARKETING

These days, more and more people are turning to social media for entertainment, enrichment and to connect with others.  It’s also a place to consume news and be introduced to new offers and opportunities. Keep in mind, social media marketing is most successful when the message is presented as interest-based using storytelling and emotionally triggered content, not through a hard “sales” push. Some things to consider to enhance your visibility and engagement on social media:

• Optimize your business page
• Use professional images and video
• Evoke emotion through storytelling
• Brief post text works best
• Link to content on your website
• Use ads to increase visibility, engagement and prospects
• Post consistently
• Include CTAs

HAVE A PLAN

A basic marketing plan will help provide clarity about your goals, allowing you to better measure your success and adjust where needed.  The key elements of a basic marketing plan include:

• Defining your target market
• Identifying your competition
• Establishing a budget
• Outlining your marketing strategies
• Determining a pricing structure
• Setting measurable goals

Rather than haphazard efforts, including a simple marketing calendar in your plan will allow you to provide consistent, topic oriented content across all of your marketing channels. Some marketing tactics to consider, include: social media posts and ads, blog posts and articles, press releases, sales promotions, online events, company news items, etc. And when mapping out your plan, remember to not overlook contacting those most powerful and loyal people in your audience - your personal connections. Friends, family, business associates, current and past clients and other personal contacts are those who already know, like and trust you. Be sure to include time to stay in touch with this valuable circle on a consistent basis. More than likely, they'd be delighted to purchase your products or services when needed or refer you to others who will.

DATA FOR SMART MARKETING DECISIONS

I know - data is boring and often intimidating. But it doesn't have to be. And quite frankly, periodically reviewing the basic data available to you is the ONLY way to accurately measure your success in relation to your goals. Check the data available to you through your social business pages, email marketing platform, website and google analytics.  Then add this data to each piece of content and activity listed in your marketing calendar for a crystal clear view of the ROI (Return on Investment) that your marketing efforts have received.


It's easy to just try to coast through difficult times. However, with some reflection, structured planning and consistent, focused marketing efforts you will help guide your business toward greater success throughout these challenging times and beyond.  

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Carol Aldridge, Founder & Owner

At Equine Office Solutions, we understand the unique challenges that horse-related business owners face in today’s rapidly changing digital world.   Our clients enjoy focused, personalized support, customized marketing plans and comprehensive sales funnels designed to increase website traffic and generate qualified leads. Contact us to learn how you can achieve your goals with consistent, quality results.

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