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:
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:
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:
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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