Business Marches On

From the CEO's Desk

Business Marches On

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The is no doubt that the pandemic has put a crimp in many businesses. As the threat slows and hopefully disappears, how do we get back to where we were? The thinking is that much of what we knew, has disappeared or has changed. Many mediums have vanished or have changed. Nevertheless, business needs to return in some form, hopefully even better than before the pandemic. The “we” against “them” philosophy seems to have changed into a we and us. In describing alliances, it is noted that even competitors form alliances when it is in each of their best interests.

Newer mediums such as social media, digital marketing, and digital magazines all have many different platforms to offer. There are many independent organizations offering business development programs where they help get the client in touch with some of their target audiences. Trade shows soon will be transitioning from virtual reality to actual in person events.

Some things do not change. The most powerful force in any promotion is the content.

Robert Bly in his Digital Marketing Handbook, describes content marketing as “a type of marketing that involves the creation and sharing of online material such as videos, blogs, articles, and social media posts. It differs from other types of marketing such as response and brand marketing in that it does not explicitly promote a brand but is intended instead to stimulate interest in a product or service by creating helpful, informative content designed to solve a problem.”

Remember that your competitive edge might be found in the “benefits” of your product or service. The prospect wants to know “What is it going to do for me?” Your benefits, product, service, company (financing, shipping, etc.) may be a very big selling point and help strengthen your credibility.

Knowing all this, it’s time to develop a strategic marketing plan and march on to profitable and sustainable new business.


Franklin Cooper © 2021