As we all walk through post covid-19 market, we are going to figure out and walk through the drastic changes that has and will come in the market. We are all going to have to also make changes in our business and marketing strategies, specifically in technical industries i.e.(environmental consulting and architecture), to answer two big question that is floating around, ‘how are we going to sustain for the year and can growth even happen?’ To answer those questions, here are my 5 key areas that I am focusing on and will encourage clients to do the same!
1. Website SEO and User Experience.
Your website right now is your biggest tool to pull in new business and if you don’t have your SEO strategy in place you will get lost in the shuffle with the thousands of other business like yours. I am not an expert with SEO but I also understand it is the major factor for clients businesses to be found. Most business is found through google search so if you don’t want to play by their rules you will not win.
The other part of this is the user experience. What happens when someone visit your digital store front? Do they just go to the home page and then leave? Or do they go to an about page? This is very important to know and look at if you haven’t already. A customer experience strategy is what will entice a client to want to reach out to you for business.
2. Online Content.
Always remember that “CONTENT IS KING” in this new information world. Content strategy isn’t really new but it is overlooked in many businesses. If you don’t believe me, just start looking at the thousands of businesses on Facebook or LinkedIn and look at the posts. Too many of them to post anything with now consistency or strategy. It's just pushing things out just for the sake of it. I’m not trying to take a shot at your business or any other businesses out there. I am just pointing out that a good content strategy that includes blogs, social media, and articles to publishing sites will help you stand out not only as an expert, but also will help support your SEO and User Experience strategies. Also just a reminder, most content you want to push out is not to be a sales pitch, give quality content that will be engaging from the users perspective.
3. Internal Workflow.
Every business needs some kind of workflow and communication but many business divide by department. This may have worked in the past, but as the internet comes to maturity, we will need to adapt to people working in the field, at home, in other states, and in an office. So internal workflow will be the grease the will keep the gears moving. Every department needs to be interconnected, and systems and protocol will need to be developed. Every department in your company should have some encounter with a client from your principles and scientist/engineers to your marketing and even accounting. This is a pipeline that isn’t just for a project but for the whole cycle the client will go through and what role all departments will play in making sure the job goes smoothly, but also to develop opportunities for many projects from one client.
4. Division Strategy Plans.
Strategy Plans are an over arching road map that businesses develop to help them stay on track with where the company is going. Division strategy plans are similar but needs to be the more in depth strategy in the specifics with that divisions needs to succeed and have plans on how they will bring new clients and keep old clients so the ever revolving door doesn’t stop and may even speed up a bit. Now when I say in depth I don’t mean complicated, just thought trough and solid plans. Only you will know your clients and what their needs are and how they want to communicated to. Just remember, keep it simple, keep it achievable, and have it thought out. We will all need to be prepared for many drastic changes as the rest of the year plays out. “Expect the best and prepare for the worst!”
5. Learn Online Networking.
As covid-19 forced many opportunities to network to shut down, we now must learn how to network online. People may not feel comfortable to go to big events or even to the bar so we should ask how we can still network. Social Media is growing into something that this can play out. Between book clubs and online conferences are becoming more popular, we can expect that so will everything else. Starting a conversation with someone online may feel a bit off but could lead to business opportunities. If you need help with where to start, just go to the many places that will give free information such as Google or YouTube, it’ll be easier than you thought and will pay off in the long run.
So with all the changes in what covid-19 made us do, we all will need to adapt with what comes out of it. And no one knows what the changes are or how long they will be in effect. One thing is for sure, working from home will be ever increasing and store fronts will be getting smaller. Well thought plans and effective communication will be the two major players in whether a company is successful or closing shop.