Post-Pandemic Business Growth
It’s been a challenging year (or more) for most of us. We’re ready to move onwards and upwards. If your business has been locked in survival mode for over a year, it’s time to get back into a growth cycle.
Shift your focus and watch your business grow with these 4 steps:
1. Marketing Automation
Marketing automation is a strategy frequently discussed. Likely, because it’s an effective way to engage and nurture leads while reducing your ‘To-Do’ list. Automate tasks like sending email campaigns and using AWS to implement email sequencing based on event trigger. You’ll gain access to customer information, like behavioral patterns and various interactions they have with your emails, website, social networks, and so on.
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2. Reconfigure the Sales Process
The pandemic has impacted every industry from lumber to restaurants. Consequently, we’ve had to get more creative in the way we approach our customers.
Take a hard look at your sales process to determine if it’s still working. Look at your sales conversions each month and compare them against pre-pandemic numbers. Were you using the same tactics then as you are now? If your numbers are declining, perhaps change up your process to be more attuned to the current landscape.
When adjusting your sales process, consider the types of conversations your sales team has with your leads. What are the main concerns leads are expressing? What are their hesitations? What parts of the sales process is resonating?
Your sales process should be all about making your leads feel as informed and motivated as possible. They need to be convinced that you’re the best solution for their needs. During a pandemic, that could mean moving away from a hard sell approach to something more passive. Regardless of what reconfiguration means for your company, be ready to be flexible and creative.
3. Trim Budgets
You may think your budget is as lean as it can get, but you’d be surprised at the myriad of little things that add up. If growth means investing in other tools, services, platforms, or products, then go over your existing budget with a fine-tooth comb.
Meet each department and review their monthly, quarterly, or yearly expenses. Expenses should be evaluated to determine if they’re contributing to your company’s overall success. If it’s not, then be ready to cut the fat and re-invest the funds into areas that will amplify revenue growth.
Your company’s mission statement can serve as a guide for whether or not your expenses coincide with your objectives. If part of your mission statement is that you put your customers first, then get rid of the items that don’t directly (or indirectly) amplify a positive customer perception.
4. Focus on Cost-Efficient Strategies
Hefty price tags for every single marketing solution need not be the norm. Several tactics can be deployed without having to spend much money at all, and they’re usually the ones you’re already doing in some capacity.
One of the most cost-efficient solutions with the biggest return is content marketing. Creating content, whether it’s for your company blog, gated resources, influencers, or content you place on external sites, can lead to big wins. You’re not only creating awareness for your brand, but you’re also building up owned resources that will serve as fuel for your email campaigns. Each piece of content you create plays a role in getting more eyes on your website, converting those visits to leads, and nurturing those leads towards a sale.
Content marketing should be a part of your overall marketing strategy. Therefore, it’s an effort that can easily be taken on in-house, keeping costs low and your efforts aligned with your bigger picture goals.
After a year of working hard to keep your business afloat, it can seem premature to shift towards a focus on growth. But if you want your business to get through and surpass the market, you have to start thinking about reaching and exceeding your goals. There’s no time like the present.
Here’s to a better future!
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