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