The world is different now. That’s not news. And the business world will be different again in another two weeks. And again in two months. Your business is different now and in the future, period, full stop. If you’re resigned to thinking we’re going back to “normal,” you can stop reading now.
For those of you paying attention, yes, there will be a “new normal.” As Mark Cuban—owner of the Dallas Mavericks and star of ABC’s Shark Tank—called it on a recent Inc Magazine Q&A webinar, “America 2.0” is here.
I’d encourage every business owner to watch the entire video. But if you only watch part of the webinar, listen to what he says about advertising and marketing (9:35 mark). I couldn’t agree more:
Every small business over the course of time, you get all caught up and get super busy, you barely have enough time to sleep and you think to yourself, “Boy, if I only had ten minutes, I would redo this, I would change that, I would restructure my supply chain, I would create these videos.” Well now is your time.
If you thought marketing was important before, you ain’t seen nothin’ yet. THIS is the time to get your advertising and marketing house in order. He goes on to say:
Do you advertise now, or invest that in marketing materials, or invest that in content? All these things you’ll just have to balance out and see where you’ll get your greatest return.
That, my friends, is your call to create a strategy and take action NOW.
“If I only had ten minutes, I would redo this, I would change that, I would restructure my supply chain, I would create these videos.” Well now is your time.
But Isn’t This the Worst Time to Take Action?
Here’s the thing: Your customer is in front of their computer now more than ever. They’re judging you; harshly. They’re trying to determine which prospective vendor or strategic partner is really on the ball.
So if your website looks like it was built by your next-door neighbor’s nephew, well, good luck. Because your toughest competitors are thinking just like Mark Cuban.
And if you thought content, social, advertising, email were important before…now they’re critical. This lull is an opportunity to answer the questions you’ve been putting off for too long:
- Is your current website a marketing asset or just a box you check?
- Does your “marketing voice” really represent who you are?
- Do you tell your customer how to do business with you?
- Do you answer your customer’s questions with well-written content that demonstrates your expertise?
- Does your social media presence match the look, feel, and messaging of the rest of your marketing?
- Are you segmenting the messages you’re sending to match your audience types?
Pay attention. Change is here and there’s a lot more coming.
p.s. Have you seen our list of COVID-19 small-business resources?