How to inoculate your business against an economic slowdown with high-leverage marketing

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By Mark Coronna

“Issues that are straightforward to do are additionally straightforward to not do.”

Give it some thought. Most days, it’s straightforward to rise up 10 minutes earlier within the morning and have some quiet time, however it is usually straightforward to hit the snooze button and keep in mattress.

The early days of a coronavirus-driven financial slowdown are right here and it’s time to inoculate your small business to guard wholesome income and revenue streams.

So, what if there have been just a few high-leverage advertising initiatives that additionally fell into the “straightforward to do, but in addition straightforward to not do” class?

Because the COVID-19 virus spreads and causes financial disruptions and unintended penalties in virtually each trade, what advertising packages may you implement with little funding, brief time-to-market, and a capability to generate further income?

That’s the definition of a extremely leveraged advertising program, and listed here are 10 issues it’s best to take into account:

Refresh the corporate Site and worth proposition. If your organization nonetheless makes use of “We’ve been in enterprise since 1945” on the House and About Us pages, you’re a great candidate for an replace.

Consider it or not, nobody cares about how lengthy you have got been in enterprise. Once you state your expertise this manner, the yr your small business was based doesn’t articulate a profit or meet a shopping for attribute.

Prospects wish to know what you are able to do for them now.

In actual fact, to many purchasers, an extended tenure can really convey unfavourable connotations – maybe you’re doubtless a low-tech enterprise that doesn’t sustain with the occasions.

An audit of your Site and worth proposition can value lower than $10,00Zero and may pump new life into your small business.

For those who rewrote the assertion “We’ve been in enterprise since 1945” into “We’ve constantly innovated for 75 years and that’s how we ship worth to you,” you have got turned your longevity into an announcement of worth.

Evaluate your dedication to commerce reveals and trade conferences. As commerce reveals get cancelled resulting from lack of attendance and virus threats, it’s a good time to assessment the efficiency of reveals you have got just lately attended.

Many companies have solely a imprecise thought of how properly their funding in reveals and conferences pays again.

Take into account implementing metrics like these to prune your present schedule and re-purpose spending on commerce reveals to greater worth advertising packages:

  • Variety of present attendees
  • Precise variety of face-to-face interactions
  • Share of interactions
  • Variety of certified leads generated
  • Variety of leads closed
  • Share conversion
  • Complete gross sales generated
  • Complete present attendance prices
  • $$ Present worth
  • Sales space area prices
  • Gross sales per sq. foot
  • Price per lead

Shift longer-term advertising spend to shorter-term. Spending on advertising packages equivalent to commerce reveals, conferences, model assist and promoting can have an extended lead-time to implementation and longer time to payback.

Take into account shifting your spend to efforts which have a brief time-to-implement and brief payback.

SEO (web optimization) and pay-per-click (PPC) packages might be applied and examined in weeks and may have an virtually quick payback.

As variable bills, you may check and management spending as you study what works greatest.

Full a advertising evaluation and gross sales pipeline audit. When you have not accomplished a rigorous assessment of the efficiency of your advertising and gross sales pipeline, it’s time. The objectives are threefold:

  1. Present a right away identification of “Horizon 0” alternatives that may be evaluated for quick efficiency and monetary enchancment.
  2. Set a proper baseline of present efficiency that may operate as a basis for future efficiency enhancements.
  3. Be certain that advertising and gross sales efficiency align to ship the correct quantity of “splendid prospects” to your small business. Advertising and marketing assessments and pipeline audits might be accomplished for underneath $20,000. You could discover these free assets helpful to you:
    1. https://contact.chiefoutsiders.com/improving-lead-gen-ebook
    2. https://www.chiefoutsiders.com/weblog/finding-grand-slam-clients
    3. Companion podcast: https://thepracticalcmo.com/

Act now to raised perceive your present market and buyer portfolio. A slowdown ought to drive you to take a deeper take a look at your present enterprise.

Usually, market, buyer and competitor insights will not be strengths of many companies. They could have been in markets for a very long time, however lack actionable data about their share, profitability throughout a number of markets, and profitability throughout prospects and competitor data.

Enhance your small business intelligence now to re-shape your focus and prioritize and to prune unprofitable markets and prospects.

In case you are not reviewing all prospects and firing unprofitable prospects frequently, you’re lacking the chance to have a right away productiveness gross sales and servicing affect.

Develop your present buyer portfolio. It takes a lot much less time to develop an current relationship than it does to accumulate new prospects, and it’s most cost-effective since you have got additionally invested to accumulate these relationships.

Create an initiative round this: “Retain each (good) buyer and make the great ones into nice ones.” Design and implement packages to increase your present relationships.

Eliminate “lame” advertising practices. When you have ever used the headline “The Greatest Simply Received Higher” in your advertising messaging, you’re responsible of lame advertising.

In case your pricing technique is constructed on “Good, Higher, Greatest Pricing,” you’re responsible of lame advertising.

Problem your staff to up their recreation. Work to enhance each your artistic presentation and your advertising effectiveness.

Enhance your aggressive intelligence and win/loss efficiency. Many companies see the world as simply “Us and Prospects” and lack the detailed aggressive evaluation wanted to enhance their win/loss ratios. They go to market with out the total image of buyer shopping for choices after which don’t perceive why they both win or lose offers.

It’s neither costly nor time-consuming to ship your troops on a scouting mission the place they gather aggressive intelligence. This chance is a good instance of “straightforward to do, straightforward to not do.”

Begin by analyzing the final three months of offers. What number of did you win, what number of did you lose, and why? Then take motion to enhance these conversions.

Develop particular messaging to focus on variations with opponents to make your gross sales staff simpler.

Prune your product portfolio. When occasions are robust, solely your highest worth and differentiated merchandise are going to promote.

Robust occasions may help you perceive which of your merchandise are essentially the most aggressive and which provide the most effective worth.

Use this as a place to begin to judge your product portfolio with a watch to investing in your greatest merchandise and retiring your poorest performing merchandise. How do you type out a greatest performer from a poor performer?

It’s not nearly income and margin, though you could know that. Take into consideration these standards, too:

n  Monetary product analysis standards

n  Strategic product analysis standards

n  Three previous years’ income, margin and tendencies

n  How properly does it assist purchase new prospects?

n  Present proportion of your income combine

n  How properly does it assist develop prospects?

n  How properly does it assist develop prospects?

n  Present proportion of your gross sales forecasts

n  What’s buyer satisfaction with this product?

n  Prices to repeatedly develop product

n  What’s buyer loyalty to this product?

n  Prices to keep up product

n  How aggressive is that this product?

n  Scorecard: Mix monetary and strategic elements

n  How crucial is that this product to your future?

Defend your mental property belongings. Now shouldn’t be the time to lose both your expertise or your mental property.

Ultimately, COVID-19 will probably be underneath management, and also you wish to come out of this financial slowdown in more healthy form than earlier than.

Defending your mental property can also be a type of “straightforward to do, straightforward to not do” objects.

Take into account trademark safety in your model, taglines and product and repair names. It’s not time-consuming or costly to do that.

Right here is a wonderful, low-cost trademark submitting useful resource: https://www.trademarkengine.com/

Take an extended view and take into consideration what makes your small business actually distinctive and create a listing of concepts for potential patents you might file on applied sciences you have got created or enterprise processes that you’ve applied.

Patents create sustainable worth in supporting your income and earnings, and though they’re extra time-consuming and costly to file than are logos, in addition they have the potential to create extra long-term worth.

What subsequent?

It can be crucial for companies to have proactive plans to remain wholesome in occasions of virus-driven financial downturns.

Discover one thing on this 10-step guidelines to attempt. Get your workforce again on enterprise.

Mark Coronna is area managing partner and chief marketing officer at Chief Outsiders Mark Coronna is space managing associate and chief advertising officer at Chief Outsiders

Mark Coronna is Minneapolis-based space managing associate and chief advertising officer at Chief Outsiders, a fractional CMO agency centered on mid-size firm development. He focuses on constructing diversified income and revenue streams, gross sales pipeline enhancements, strategic advertising planning and digital transformation. Attain him at mcoronna@chiefoutsiders.com.

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”,”iv”:”f431bb0c6a18513bb38c9180f45fecf6″,”s”:”aa134e38ef8eab50″}



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