There are three points that every small business owner MUST understand, and take into account, when effectively planning and executing 2017 marketing strategies. In understanding this, one must first reflect on the last two years and how the corporate environment has transformed within the small, yet highly fluctuating period.
1. WHERE IS ATTENTION?
Attention not only provides a direct way into the content of your campaigns, it also attracts interest when your interest may not see value in proceeding.
Small business owners must acknowledge:
In accepting that attention constantly changes; internal and external factors concurrently disturb one's attention, small business owners must be able to acknowledge where attention is headed. For example, The United States' Presidential race was evidently popular, i.e. had mass attention drawn towards it. How did effective marketers disrupt this attention? Take 'Saturday Night Live', using the key political figures in comedy, rhetoric, irony and theatre - not only did this disrupt mass attention, it also provided consumers the opportunity to place their attention somewhere that they knew would combine the ROI of persistent interest with the route of the real-time political race.
When consumers feel comforted or overwhelmingly challenged, that is when they tend to respond to a marketing campaign. However when consumers are in the crevasse of the two opposites, they are often bored and irritated at the ineffectiveness of the marketing campaign.
2. KEEP UP OR STAY UP
I noticed something very strange among some of my clients towards the September-November period of 2016: their customers were not responding to marketing campaigns as seen in previous times; feedback was consistently sound and there was little movement with their effectiveness.
After working through the situations singularly, it was evident that customers were not feeling valued, rather they felt normalised - very dangerous for small business owners. Small business owners must understand and embrace that feedback in times as this may not only relate to the operations and human resources functions within the business, however it may directly relate to the effectiveness and efficiency of marketing campaigns and CRM.
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This is something completely up to the business owner. A 2017 business model must ensure that CRM is appropriated towards giving value, not just effective theoretical textbook communication from a 1980s customer service manual. Stay on top of things by continuing to share value instead of simply products - there is a fine line between the two.
3. WE'RE SICK OF WAITING
The 2017 consumer is one that wants their choice, and they want that choice as conveniently as possible. Your business may not be able to afford to have logistical errors, and there is little remorse from your 2017 consumer.
My two recommendations looking ahead: