There are so many “tips” available from online marketing experts these days it’s easy to get overwhelmed. When that happens, when there are simply too many choices, most people simply give up and choose to do nothing. For us, the real key to successfully marketing a business online is – knowing what’s possible, doing that, and doing only that.
In other words, as an entrepreneur, you need to know what you’re capable of and limit yourself to those things alone. Granted, it’s tempting to try to be all things to all people but, that rarely works. It also leads to stress, exhaustion, and sleepless nights!
This brings to mind the classic quotation that is normally attributed to Abraham Lincoln about whether you can “please all of the people all of the time”. In fact, the Lincoln quote was quite different (and a bit more cynical):
“You can fool some of the people all of the time, and all of the people some of the time, but you cannot fool all of the people all of the time.” – Abraham Lincoln (emphasis added)
For cynical marketers (and far too many politicians), this is a truism that often has them crying themselves to sleep at night. For the rest of us, the more gentle interpretation of poet John Lydgate has more appeal:
“You can please some of the people all of the time, you can please all of the people some of the time, but you can’t please all of the people all of the time.” – John Lydgate (emphasis added)
Perhaps we can simplify that even further with this famous (or infamous) movie line:
“A man’s got to know his limitations.” – Clint Eastwood as Dirty Harry
Knowing Your Limitations Has Value
What’s the point of all this quoting and deep thinking? Simply this… That when you consider an online marketing strategy, you have to remember that you know what’s possible – and your prospects don’t.
This is especially true as we begin to emerge into a post-pandemic environment, where people’s values, needs, and priorities may have changed dramatically.
Consider for a moment these shifting attitudes from the business and personal worlds, in response to the health crisis we’ve experienced.
According to Fortune.com, the top concerns of business leaders will be:
- 48% say their top concerns over returning to business as usual are health and safety
- 38% cited financial management and cash flow
- 27% cited concerns about new laws and regulations
- 25% of business leaders say the biggest challenge to working remotely is productivity and motivation
- 24% who said connectivity with coworkers
- 19% home-office setup needs
- 48% of business leaders think technology spending at their company will increase because of the pandemic
On a more personal note, a survey done by the University of Southern California “offers a snapshot of how coronavirus has changed [personal] behavior in America, from stockpiling emergency supplies and food to hygiene,” as well as the economic fallout some expect (and fear).
- 12% of people said there was a relatively high (greater than 25%) chance they could lose their job
- 18% of people said there was a relatively high chance they could run out of money
- 59% said they would have difficulty working from home
As far as taking steps to protect themselves and their families, beyond frequent hand washing and wearing face masks, the survey found that:
- 61% of the sample reported engaging in various forms of social distancing
- 25% said they have avoided restaurants in general (18% said they have specifically avoided Chinese restaurants)
- 6% of respondents said they have canceled or postponed a medical appointment.
- 50% said they have prayed
- 22% said they have been stockpiling food and water
Whether your business is focused on professionals or consumers, these changing behaviors and priorities could have a direct effect on your target audience, which will affect you.
Where Can You Be Supportive?
For many, it’s a new world out there. For some, the changes are practical while, for others, they are driven by fear. Understanding which you are dealing with will go a long way to determining how you can offer the support your prospects may need. And, since they do not know what may be possible, it’s your responsibility to educate and illuminate the possibilities for them.
That is where online marketing is headed in the post-pandemic world, and where it has been most effective in the past, as well.
Are you having trouble putting together an online marketing strategy that is focused on real-world solutions for practical results? We can help. Get in touch with the YOMT Team today