Lockdown started on the 23rd March and we are yet to get any real idea of when it will start to be lifted. If the impact of the lockdown on your business means you have more time on your hands, here are some ways you can use that time effectively to improve your marketing performance.
Why should you do this now?
There are only two reasons:
- Improving your marketing will generate more leads for your business, either now or in the near future.
- If you are quiet now, this great use of your time keeps you feeling positive, in readiness for the lockdown release.
Review your marketing performance
Prior to the lockdown, what marketing was working for you and what wasn’t? If you identify what wasn’t working, you can cut out that activity. You will save time and money; resources that can be used in other ways.
By focusing on the marketing that was working, you can drive more leads for your business.
Which web pages need improving?
Google Analytics gives you a huge amount of information about the performance of your website. Review the data and see what pages need to be improved:
- Pages with a high bounce rate aren’t giving the viewer what they are looking for
- If a page has a high exit %age, it is putting people off and they are leaving, probably for a competitor’s site.
- Are your blogs being read? If the average time on page is low, they probably aren’t.
Take some time to review these pages and see how they can be improved. Do they need more content? Perhaps better Calls to Action? Imagery and video content can be great ways to keep viewers on that page.
Is your messaging right?
If you aren’t getting the leads you want, there’s a good chance that your messaging isn’t quite right.
The easiest way to assess them is to check whether your messages relate to the issues your clients have or they relate to what you do. They should relate to your clients’ needs!
Are you doing enough marketing?
If your marketing activity levels don’t equate to your business growth targets, you are going to struggle to hit those targets. Let me explain what I mean.
If you want to grow your business by, for example £0.5million in revenue next year (with an average client value of £25K), you need to add 20 net new clients. If last year’s marketing added 10 new clients, you need to either do twice as much marketing or make it twice as effective. Chances are it will be somewhere in the middle.
If you aren’t doing enough, look at what else you can do, either more of the same or something different in addition.
Gather more Evidence
Your prospects and your target audience will want to see evidence that you can deliver a great solution. That you can help them. Having a constant stream of new evidence being added to your website is real proof that you can deliver and a great way to improve your marketing performance. If you haven’t added any evidence recently, look at projects you have delivered in the last few months. Which of those show you in a great light and can be converted to case studies? Which clients will give you a glowing testimonial you can use on LinkedIn and your website.
These are just five ways to use the lockdown time to improve your marketing performance. We hope they give you something to think about and, of course, if you need some help, call us on 020 8634 5911. Let’s talk about how we may be able to help you.