We only have six weeks left in the year. So, now is a fitting time to reflect on where we’ve been, what we’ve learned, and how we can best move forward heading into 2022.
From the pandemic to a brutal wildfire season to supply chain bottlenecks, we’ve been through a lot this past year. As we leave the past behind us and look forward to a new start,
here are five simple marketing takeaways from 2021 to help position your brand for a brighter future ahead.
While the word “pivot” might have been the most over-used verb in business in 2021, it is relevant now more than ever. Hybrid events, online product showcases, virtual assessments—we’ve all had to learn to adapt. As we move forward, the businesses that stay nimble and create new ways to satisfy customers’ needs will survive and thrive. Repurpose your products, realign your processes, create new delivery offerings, identify opportunities to add value, make it easier for them to communicate with you—these are ways to give your customers what they need most from you right now.
Use technology to make it easy for customers to connect with you and your brand via an online store, shoppable landing pages, a blog subscription, etc. And equally as important. Listen to your customers! Ask for their feedback—and then use it to shape your deliverables, so you’re giving them what they need.
To make that happen, start by meeting your customers where they are. Use a variety of channels but pay close attention to where your customers spend most of their time—this is where you need to be. Next, identify which types of content resonate with them. Do they engage with stories? Participate in surveys? Use that data to align your content approach.
Treat online customer interactions just as you would in-real-life conversations. Respond to their comments and feedback on social channels, share their content with others, and support your customers’ efforts and endeavors.
Be bigger than the sale.
Every social post or marketing email doesn’t need to promote or sell. Instead, be more thoughtful in your content approach. Pass along important information, provide value, spread cheer, be a good neighbor, and support your community. And use your marketing channels to promote ideals close to your brand principles, like being a good steward of the earth.
Be sensitive to the needs/emotions of your team and your customers.
The loss and emotional toll caused by the pandemic have been challenging for many of us. One benefit that I’ve seen emerge is that we’ve become more aware of mental health issues. Taking stock of your team’s and customers’ wellbeing and offering resources to aid in their health and happiness is an essential and worthwhile investment no matter what industry or market you’re in.
These are just a few takeaways from this past year that are worth revisiting as we plan for 2022. From here on out, it’s going to be a sprint to the yearend finish. So, good luck. And all the best to you and yours this holiday season. Enjoy time with family and friends!