Will marketing make you bounce-back from Covid-19 in 2021 ?
Veronica Hannon , Managing Director of Transform Communications and Co-Founder of Transform Digital Marketing Ltd gives us her thoughts .
CREATIVE THINKING
If you ’ re looking for a one-word answer to this question , it would be – ‘ No ’. And a double No if you ’ re a B2B organisation providing products or services to a complex market .
Perhaps that ’ s a strange thing for a marketing company to say . But I firmly believe that tactical marketing , on its own , is not a cure-all . You can ’ t schedule social media posts and expect the phone to ring . Or launch a new website and expect customers to flock to it .
Marketing is one element of a strategic approach to business . It creates an environment that makes business development easier . It does attract Marketing Qualified Leads . But if you are a business that relies on a consultative sale , then you still need to have the right proposition for your marketing – and the right people to close the sale .
As we enter 2021 , businesses need to think strategically , rather than tactically . If you don ’ t have a sound strategy , throwing time and resources at marketing – when these are in short supply – is not a recommended approach .
Questions to ask are :
• Where are the real opportunities for your business ?
• Where are customers spending and in which sectors ?
• Can you pivot to take advantage of new opportunities ?
• What needs to happen in the short-term ?
• What are your plans , goals and aspirations for the long-term ?
• What can be done now , and what should be invested for the future ?
Before Covid-19 , when my consultancy considered where the market was heading , we decided to invest and develop different propositions .
Transform Communications has an excellent reputation and a strong 15-year history . Covid-19 provided an opportunity to accelerate our plans . We dedicated time and attention to our own brand and proposition . In September we launched our new offer to the market and a new website . And it ’ s working . From a fairly dire start to the new financial year , we ’ re now up 38 % Year on Year .
We didn ’ t stop there . We ’ ve always believed integrated marketing provides the biggest return on investment and we work closely with different creative and digital agencies . But we were frustrated . They didn ’ t have the same strategic approach and we often had to coach them to understand our client ’ s business .
So , this November we launched our sister company – Transform Digital Marketing Ltd . We invested the time to think strategically about what our clients need . Now , as a result of Covid-19 , and into the future . By developing the right propositions – supported , of course , with great marketing – we will help businesses bounce back from Covid-19 .
For sound , strategic advice from marketing strategy to delivering content and digital marketing please get in touch . 01225 863 846
For more info : www . transformcommunications . co . uk www . transformdigi . co . uk
@ transform _ comms
info @ transformcommunications . co . uk
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THE BUSINESS EXCHANGE 2020 17