The Bounce Back Blueprint

It’s time to rebuild your marketing campaigns this 2020.

05/24/2020

THERE IS HOPE FOR YOUR MARKETING IN THIS PANDEMIC.

For many of us, the “new normal” will not be very pleasant.

Businesses will be challenged to innovate, adapt, and service customers in different ways.  They will have to look at their operations in a different light — especially, marketing and sales. How we communicate value to our customers is going to change dramatically.

If there was ever a time to REBUILD your marketing and sales processes, that time would be NOW.

We’re happy to present to you the BOUNCE BACK BLUEPRINT — an easy-to-follow framework to help you navigate through uncertain times. It’s based on the INBOUND MARKETING methodology of doing business, It’s essentially a set of strategies, guides, cheat sheets to help you rebuild your marketing efforts. 

We created worksheets, shared ideas, and even presented our own strategies for post COVID-19. All of this was made the fast-track your rebuild.

 

WHAT IS INBOUND MARKETING?

Traditionally, businesses aimed to advertise their products and services to wide audiences. There was not much regard for a personalized approach. The only objective was to reach as many people as possible.

However, those days are far behind us. The average customer today has access to loads of information. They are smarter, savvier, and more empowered by all the options they have. They decide when, where, and how they will make a purchase. Businesses no longer have the leverage they used to!

Marketing professionals all over the world are moving away from the “shotgun” method of advertising to a more personal and contextualized approach.

This is called INBOUND – a more human and helpful way to do marketing. 

 

THE CASE FOR INBOUND MARKETING

Customers will have different priorities when things get back to normal. They will be more cautious, more careful with their purchasing decisions. There will always be that layer of anxiety too. This is the added pressure of what is already a challenging next few months for business owners, marketers, and sales managers.

You will need to spend your next few months building trust and providing real value.  We drafted up a plan that can help you do just that. Throw away any strategies you had coming into 2020. You will need to adapt with the times.

Here’s a quick 101 video on inbound marketing!

 

 

Don’t buy into the fear. Short-term thinking will not take you very far. Remember, this is not a temporary inconvenience. Many experts believe that the economic impact of this pandemic will be felt for years to come. There will be a 12-18 month window of profound reinvention, innovations, and business pivoting.

The negative consequences brought about by COVID-19 is forcing businesses to look at their long-term prospects again. Get ahead of the curve by rebuilding your foundations first.

 

TL;DW: INBOUND MARKETING PLAN

If you saw our kickoff video but didn’t want to indulge in 50 minutes of inbound talk, we’re happy to present to you the too long ; didn’t watch version for you to read. Hopefully this gives you the right perspective on the next steps you need to take to implement inbound marketing.

 

MONTH 1 – STARTING AGAIN

You have to first spend the next 4 weeks building solid foundations to work on. That means CREATING CONTENT for your audience and building DISTRIBUTION CHANNELS for your material.

You want to first focus on redefining your customer personas. Their priorities, realities, and pain points have changed for 2020. You want to ensure you really get into the nitty gritty details. It would be ideal to even interview some of your current customers to see where they are at with their health and mindset.

Next, you should go on and finally start that blog or content channel. It could be on Medium or Youtube. It could even just be on your Facebook page. It really doesn’t have to be perfect. All that matters is that you have a platform to use.

Lastly, you want to look at integrating email marketing into your systems. It may come as a surprise to you but email marketing is not dead. Far from it.

 

MONTH 2 – SCALING YOUR PROGRESS

After you build out your content and distribution systems, now is the time to scale up quickly!

You want to be able to start scaling your content offerings by creating articles, images, and videos. Remember, done is better than perfect. You don’t need to create highly produced content at the start. In fact, just by starting you already get ahead of your competitors. We really like Gary Varynerchuk’s content strategy. It’s our inspiration for most campaigns!

Here’s our suggested, easy-to-follow formula: Write a blog post about a topic your customer persona might be interested in. You then create or attach a free offer — anything from a free consultation to a well-organized ebook will work just fine. Lastly, you distribute like crazy on social media and your email list. Running PPC advertisng campaigns is also helpful.

During this time, you also want to start getting in touch with previous prospects again. See if you can be of any help! You’d be surprised by how open they will be during this time.

MONTH 3 – SUSTAIN AND GAIN

Now this is where the party starts!

Month 3 is when you can double down on your PPC advertising! You harness the power of paid media campaigns in order to bring more people to your website via the content you create. Facebook is great and cost-effective platform but Google (Search, Display, Mobile, and Youtube) is highly underrated.

You should also start looking at creating a monumental piece of content. It could be a video talking about the issues around your product or industry. It can even be a long-form article or a 10-page ebook. The point is that you should create these pieces at least once a quarter as that allows you to build momentum in the long-run.

Remember, this is a long-term game. We’re not suddenly just going to return to normal. Things will pick up slowly so you can afford to be patient. You have really no other choice but to stay the course at this point.

On Month 3, you want to build up another write blog – make free offer – distribute on social media sequence. This has to be a routine that you have to build in your business. The key to growing good marketing habits is to stay consistent!

 

YOUR INBOUND MARKETING CHECKLIST:

In summary, inbound marketing can be implemented in 5 easy steps:

1) Create new CUSTOMER PERSONAS — really dig in to their fears and aspirations during this time of COVID -19.

2) Plot out a COMPREHENSIVE CONTENT STRATEGY — this includes topics you will write about and where you will distribute these in the online space. Topics are based on your personas.

3) Build out your BLOGGING CAPABILITIES and your EMAIL MARKETING TOOLS — these are foundational pieces to any inbound approach.

4) Follow the formula: create content — offer something of value — distribute on all your channels — rinse, repeat, and reiterate as often as needed.

5) Scale up with PPC advertising on Facebook and Google platforms.

 

TAKE ACTION!

The goals you set at the start of the year may no longer be relevant anymore. You will need to revisit your strategies coming into this year and reinvent your marketing and sales activities. The goal is still the same: finding prospects, negotiating good deals, and servicing clients. It’s how you will do it that needs to change!

And if you need more assistance, our BOUNCE BACK BLUEPRINT will help you put down together a new marketing strategy for tomorrow’s uncertainties.

The negative consequences brought about by COVID-19 is forcing businesses to look at their long-term prospects again. Get ahead of the curve by rebuilding your foundations first. 

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Huskee Digital is a HubSpot Certified Agency Partner. We are experts at formulating, implementing, and evaluating inbound marketing strategies. We're committed to creating more human and helpful brands. Speak to one of our strategists and learn how you can embrace INBOUND today.