How to ensure you start 2021 with your best foot forward

Economists could never have predicted what a tumultuous year 2020 would prove to be. Two national lockdowns, the demise of many high street brands and the uncertainty of Brexit have all created the perfect storm for a difficult year of trading. Although there are some ‘green shoots’ particularly with the advent of a vaccine. There’s no denying that the start of 2021 will spell the survival of the fittest. So, what can we do as 2020 draws to a close to ensure our businesses are as robust as possible? Read on to hear my top tips on how to make 2021 a bumper year.

Back to Basics

When did you last review your business plan? If the downturn in trading has left you with more free time now is a great opportunity to create or revisit your business plan. Can you provide your product or service in a more accessible way? Perhaps incorporating video consultations to clients or moving the business online. Knowing what we know now heading into 2021 we should be fully armed with a fool proof business strategy.

Pivot! Pivot! Pivot!

The term pivot has shot into our vocabulary with many businesses looking at inventive ways to continue trading. The swerve, as some commentators are now referring to it, is a way of making your business COVID proof. Events companies distributing care packages for companies, pubs opening delis and businesses adding a new range of services. The ‘swerve’ is keeping many businesses afloat. Can you adapt or expand your services?

Budget

Relook at your budget, what can be cut back on or repurposed? Although it’s tempting to slash marketing budgets the only way to survive is by investing wisely in the business. Marketing is an integral part of this. So, start by looking at your budget and allocating a proportion to marketing activity. If budgets are tight look at activity which will give you the best ROI whether that’s a PPC campaign, paid social or email marketing the tools are there to make your £’s work for you.

Wellbeing

With many staff still WFH (working from home) it’s likely to have taken a toll on their mental health. After all, the workplace is ordinarily a sociable environment. Do your staff feel valued? With current restrictions it’s unlikely that many companies will be able to hold an annual Christmas party this year. What can you do to ensure your staff are happy and appreciated?

Brexit

With less than 1 month to go until the end of the transition period we will be working with new rules for trading with the EU from 1st January 2021 onwards. Are you ready? Do you need to look at having your qualifications recognised by EU regulators or do you need to apply for a work permit? Trading with the EU will be a little different next year make sure you’re not caught out.

Although 2021 seems a little daunting with the right professional help you can make it successful. To see how marketing can help you achieve your objectives get in touch to arrange a socially distanced consultation kiesha@iconmarketingcommunications.co.uk

How marketing can help your business survive the Coronavirus

When news first reached us of a flu-like virus affecting residents in Wuhan, China I’ll be the first to admit that it didn’t immediately ring alarm bells. Fast-forward several weeks and the World Health Organisation have labelled it a ‘pandemic’. It feels more like something from a Hollywood blockbuster than real life.

You only need to see the empty shelves in most supermarkets to understand that at least some of the UK population are in a state of panic. Companies who can, are taking their employees out of the office environment and are allowing them to work from home. Some businesses where this is not feasible have made the difficult decision to close their doors for the foreseeable future.

Source: The Rex Facebook Page

But what does it all mean for your business? And how can you survive?

Typically, in times of financial crisis businesses cutback on their marketing activities however in this situation I think the opposite should be true. In this blog I will talk about some of the possible opportunities for your business and how to survive the Coronavirus outbreak.

1.      Be where your customers are

Whether your customers are self-isolating or working from home. There has never being a more important time to improve your digital offering. Is your website up-to-date? Are you effectively utilising social media? Have you communicated with your customers via email or text? We’re in uncertain times and this is a great opportunity to solidify brand loyalty by communicating effectively with your customers and providing reassurance.

2.      Turn a negative into a positive

The National Trust announced this week that they will be removing pay barriers from all their National Trust parks and Gardens. I’m not suggesting that you need to go to such great lengths but positive PR during this uncertain time could get you in front of a whole new audience. Smaller initiatives such as reaching out to the elderly and at-risk groups in your community could have a positive impact for your brand. Sainsbury’s and other retailers are offering to open their stores for the first hour exclusively to these two at risk groups. What steps could you take as a business to help the most vulnerable in society?

3.      Strength in numbers  

Now more than ever is a time to unite with other businesses who may be suffering. Manchester hospitality leaders have unified this week by launching the ‘pay it forward’ scheme to help support local restaurants and bars through the Coronavirus pandemic. The scheme encourages people to purchase discounted vouchers at participating restaurants during the run up to Easter which can be redeemed from May onwards. And for the added feelgood factor for each voucher purchased a charitable donation of £1 is also made to Hospitality Action. So, speak to your competitors and look at ways you can work together.

4.      And finally, don’t panic

This is an unprecedented situation and with so much uncertainty surrounding Coronavirus and its economical impact we must ‘keep calm and carry on’. The government have announced several measures to support businesses through this difficult time including £330bn in loans and £20bn in other aid. It’s important to remain positive and instil your consumers with confidence.

If you’re feeling concerned about the effects of Covid-19 on your business or are looking at ways to improve your digital presence why not give Kiesha at Icon Marketing Communications a call for an informal chat on 07979 940526.