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How Research and Strategy Empower You Moving Forward

By April 8, 2021Marketing
Ready to start business again?

Emerging with a new Enthusiasm

Let’s face it, this last year or so has been pretty difficult. However, we have all adapted, adjusted and reacclimated – and your customers have, too. As your business faces the year and years ahead, HS can help. We’ve seen a lot of change, and we’re here to help you navigate change.

We’ve been around for nearly 30 years and have seen business ebb and flow – through recessions, the internet boom, a pandemic… we have been through it all and have the experience and expertise to get your business through it.

Now, as we emerge from a trying year:
What do you need to do to restart your business?
How can you best understand your customers new habits and behaviors?
What can you do to re-start with a newfound enthusiasm for business?

We have a 4-step plan to take your business into the next phase of this century:

  1. Research
  2. Re-strategize
  3. Re-launch
  4. Re-start

You know who your customers were and you know how they preferred to do business with you historically. But a lot of that has changed in their behaviors, preferences and how they conduct business. Your business needs to meet the needs of your clientele where they are in their journey to personal recovery.

That means getting to know who they are now and what they need from you. It all begins with research.

Research – The Key to Better Understanding Your Customer or Target

Research is a powerful tool to not only understand your current customer, but also your potential customers or targets. How do these groups perceive you? What do they desire? And how can you intersect with their wants and needs? HS research typically involves:

  1. Survey to current customers
  2. Survey to anonymous/potential customers
  3. Customer Psychographic Analysis

Survey to Current Customers
Your current customers are critical to your business. In the last year, how have they changed? What do they need from you? What services do they find most important now? How will you know unless you ask them and analyze the results?

Survey to anonymous/potential customers
There are more people out there than just your current customers – learning what is important to them can help you identify new ways to reinvent your business. And, with so much business shifting online, you are no longer tethered to a physical storefront to sell your business.

Now, you have the opportunity to reach beyond your immediate radius and sell to a larger group of people. We need to know where they are and what they want so that you can best market to them.

Customer Psychographic Analysis
Age and Gender, Likes and Dislikes are not enough to determine how you market to your customers. You need to know who your top patrons are to help determine how to grow that segment and identify more of your ideal customers.

Through Psychographic Analysis, we can help you determine where your business is earning the most profit and where you need to market to see growth. Finding more ideal customers is the goal.

Re-Strategize – Taking a New Look at How

After your research is conducted, you know who you wish to reach. Now, we need to look at how.

The pandemic is not the only change to impact marketing in 2020. Privacy and data sharing is an ever present factor in digital marketing and will continue to impact marketing efforts as companies like Facebook are calling for regulations and Apple is no longer sharing data with Facebook.

Your Digital Strategy can no longer rely on cookies or old ways of advertising online. You have to expand, you have to use new media and you have to develop a marketing strategy that speaks to your customers as they live now.

How you do that must change, because your customer has changed and media tools will continue to evolve and change.

Re-Launch – What Does Your Voice Sound Like Now?

New marketing strategies require a new voice. What you say to your customers is just as important as where you say it to them. How will you speak to them today? What messages of hope, problem-solving or inspiration can your business fulfill?

Are you delivering the right call to action for your customers? Does that look and feel of your website help convert? Does the marketing email you send motivate customers to click over? Your brand may need a refresh in 2021 to match your new strategy and speak to who your customers are today.

Re-Strategize – Taking a New Look at How

After your research is conducted, you know who you wish to reach. Now, we need to look at how.

The pandemic is not the only change to impact marketing in 2020. Privacy and data sharing is an ever present factor in digital marketing and will continue to impact marketing efforts as companies like Facebook are calling for regulations and Apple is no longer sharing data with Facebook.

Your Digital Strategy can no longer rely on cookies or old ways of advertising online. You have to expand, you have to use new media and you have to develop a marketing strategy that speaks to your customers as they live now.

How you do that must change, because your customer has changed and media tools will continue to evolve and change.

Re-Start – An Exciting Time to Put New Knowledge to Good Use

While all this may seem a bit overwhelming, you as a business have been through ups and downs before. HS is here to best equip you for the ones ahead. It’s not a reinvention of what you do, but more of a restart.

Armed with new knowledge, it’s an exciting time for your business to apply it. Help your business thrive using the steps we’ve identified. HS is here to help you emerge with enthusiasm.

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