It doesn’t matter where you hide, Brexit will find you. Whether you’re in business owner or consumer mode, it will impact your life going forward – whatever happens. The media coverage is split between the doomsayers and those pitching a brave new world, with much of the coverage saying businesses are sitting on their hands and aren’t prepared. Prepared for what is the question many will ask. Many businesses, including no doubt, some of your competitors, are keeping their cash close to their chest. They are not investing in their businesses and that means Brexit offers a big opportunity for you, if you are prepared to invest. Let’s look at how you can take advantage of the Brexit opportunity.
Don’t stop talking
When you stop talking, people are quickly forgetting what you want them to remember. We all see too many messages for everything to stick. Only the really memorable, or often repeated, will remain.
As your competitors stop talking to your target audience, you have the opportunity to make more of an impact. With, at least, one less competitive voice out there, you have a better chance to being the one being listened to and being sought out for assistance.
Change the Topic
There are still too many businesses out there talking about themselves. They talk about how they are “the leading provider of…”, or they talk about the features (and usually complexity – because that means they are clever) of the product or service they provide. The problem here is that they are expecting the target audience to translate that into how it helps them to resolve their problems. Something they simply don’t have time to do.
Take a look at your service/product from the client’s perspective. What is it they are looking for? If you talk about things from their point of view, about how you can help them, they will “get it” faster. They will look at you positively because you’re thinking about them and they are far more likely to get in touch and talk in more detail about how you can help.
Whilst this is something you should be doing anyway, if you are looking to take advantage of the Brexit Opportunity, have a look at the marketing messages you are putting out as part of that process,
Talk to the right people
With reduced investment in marketing comes reduced focus. After all, it takes less time to send, for example, an email campaign to everyone in your mailing list, than it does to segment your audience and ensure the right messages get in front of the right people. Here’s just a few thoughts…
- Define your Ideal Client(s). The more precise you are, the better you can make the marketing messages you use. You can also use this to ensure your network knows exactly who you want to talk to.
- Segment your emailing lists, using segment or tags. You may need to add to the data you have in order to do this.
- Go to topic or industry-specific networking events, rather than the bigger events where you will meet anybody.
- Consider direct mail campaigns. The higher costs of postage and printing will make you think twice about just how many people you include in the campaign. This gives you the opportunity to make your DM campaigns highly targeted. The more relevant to the reader, the more likely it is to work.
Prepare your Business
Nobody knows what is going to happen at the moment. The government is increasing preparation for a no-deal Brexit, but you never know (here is the British Chamber’s Brexit Checklist to help you). Whatever way the country goes, the best way you can prepare is to ensure you are maximising your pipeline. More sales opportunities usually mean more sales. More sales means more money coming into the business and that is definitely what you want to happen. Sitting on your hands (or wallet) is not a good idea. Let’s hope your competitors are doing just that and leaving the Brexit opportunity to you.