We’re only a few weeks into the new year and we’re already facing new, stricter restrictions as a result of the COVID-19 pandemic.  As a result, marketing your business the right way has never been as essential as it is now.  So what should your marketing look like this year?  With the exception of one specific trend that I’ll discuss, much of your marketing will be shaped by recent changes in consumer behaviour and expectations.

As you consider what marketing strategies to use in 2021, I encourage you to keep the following things in mind.

Increase in Small Business Support Messaging

While the pandemic has affected every business – big, small, B2C and B2B – it’s uniquely impacted small businesses.  Building upon last year’s momentum, I expect there to be a big push in marketing messages that encourage consumers and clients to support small businesses.  There’s a shared sentiment from the general public that small businesses are being treated unfairly compared to larger brands.  As a result, I’ve noticed a huge increase in public support for small businesses.  If you’re a small business owner, I suggest you take advantage of this momentum in your marketing messages.  Be honest with your clients/customers by telling them how your business has been affected by the pandemic and communicate with them perhaps a little less formally than in the past.  A “support local” message will work strongly in your favour these days and I predict well into the future. 

E-commerce Will Boom

Online shopping was already on the rise prior to the COVID-19 pandemic, and now the need for it, both from a business and consumer perspective, has grown significantly.  In order to successfully transition your business online, you’ll need two things:

  1. An e-commerce platform
  2. An online marketing strategy.

I encourage you to keep in mind that even though customers will be driven to make online purchases, they are still seeking experiences that are shaped by human connection.  For this reason, I challenge you to think of creative solutions to humanize your business’s e-commerce experience.  You may want to rely on the expertise of a creative marketing agency, such as CreativeWorks Marketing, to help you along the way.

It’s All About Trust

At a time where public trust is lacking, businesses need to step up their game.  Consider some of these stats gathered by Deloitte:

  • 88% of customers who highly trust a brand have bought from that brand again,
  • 73% have tried a new product or service from that brand,
  • 62% of customers who report “highly trusting” a brand buy almost exclusively from that brand for the category.

As you can see from these stats, businesses can benefit greatly when they earn the trust of their customers.  How does this relate to marketing?  It means being proactive about aligning your company’s goals with your customers’ values.  Refresh your brand and brand messaging to ensure it says what you do, and how you are unique.  Every touchpoint your customer experiences with your brand is an opportunity for marketing that can lead to loyal and repeat customers.  Customers that understand your brand value are ones that will help your business grow and stay afloat this year!

When it comes to marketing your business this year, I encourage you to focus on the needs of your customers.  With over 25+ years of experience, I’ve helped countless businesses clearly identify not only who their customers are, but why they choose them.  Contact my agency CreativeWorks Marketing today to book a free 20-minute consultation with me.  Make this the year you invest in your company’s marketing!