Marketing strategies that deliver growth (yes, even in 2021)

Honestly, it feels genuinely miraculous.

As a learning development company whose revenue relied on the delivery of in-person training to small to medium-sized businesses, my client should have folded by mid-2020, if not sooner.

Yet, like many other businesses they’re still here. Still serving their clients, still making waves in their industry, and enjoying revenues that are as healthy as they’ve ever been.

All over the country, companies that, on paper, shouldn’t have been able to survive the pandemic, let alone thrive during the turbulence of the last year and a half are doing exactly that.

So what’s the secret to their success throughout a tumultuous year? Luck? Healthy reserves of cash in the vault? Or something else?

In my experience, 9 times out of 10, it’s down to this:

The ability to pivot and reinvent their lead generation strategies.

The companies that are still going strong, against all of the odds, are those that have realized that no matter how their lead generation strategies have had to change, one thing must remain constant:  to remain competitive, companies need to use data to quickly identify, act on, and convert high-quality leads in a new environment

For my learning development client, the rapidly changing climate in 2020 meant a serious rethink. Switching to virtual delivery methods was a given but having examined the data they also identified a market for DIY courses that companies could deliver to employees on their own schedule, and they developed a more automated way to deliver content.

In so doing, they haven’t just adapted to meet the changing needs of the pandemic, they’ve hit upon flexible new services capable of serving their clients no matter what happens next.

Adapting your own marketing strategies to drive growth.

In our constantly-evolving commercial landscape, there are several ways that you, too, can adapt your marketing strategies to drive growth:

Analyze your customers 

More than ever, understanding the people who are doing the buying is vital. So analyze your customers and identify those who offer the highest-value.

Target the right prospects

Once you’ve identified prospects that look like your “best customers”, ensure you’re catering your experience and your content to the specific challenges they’re facing right now — remembering that those challenges may have shifted significantly over the last year and won’t necessarily tie in with the information you’re holding in any pre-2020 marketing documents.

Pay attention to the data

Use data to predict which prospects are researching the solutions or types of products you are selling.

Build authentic connections

We’re all craving connection like never before, even in the business world, so ensure that you know where your target market is and that you’re focusing on building authentic relationships with them through your social media, your email list, and other outbound marketing activities.

Develop the right content

Again, with clients’ challenges and requirements constantly changing, consider whether you’re creating the right content for the current climate — and that you’re delivering it to the right places. A content strategy audit can be extremely helpful here.

High-quality leads are still out there and while reinvention can be a daunting prospect, with the right lead generation strategies in place, exciting new growth is within reach, no matter how the situation unfolds over the next few months.

If you’re ready to partner with someone who can help you implement the right growth strategies for your company, connect with us now to find out how we can help.