We are halfway through 2021 – are you where you want to be in your business?  

Let’s face it, nearly every business can use more sales, conversions, and customers in general, especially after the year we’ve had.

We have gathered up these 8 quick & easy tips you can implement today in your business to help grow your marketing impact and increase customer flow.

Whether you are brand new in business or just needing a little boost, here are a few ideas to help you re-evaluate your marketing.

Tip #1 – Review Your Goals and Strategy

It’s easy to set goals at the beginning of the year, even set a strategy to achieve said goals – but as we’ve all experienced, things change. It’s important to revisit your goals on a regular basis (especially this year) to make sure you’re still on the right track to success, or if you need to pivot and make some changes.  

We recommend going through your goal list and asking yourself (and your team, if that’s the case):

  • Is this goal still aligned with what we’re trying to achieve? Think big picture here. Maybe your goals have shifted because of the circumstances, or maybe you have gotten a little off course from where you needed to be. 
  • Is this something we’ve already achieved that we can cross off? In that case make sure to take a moment to celebrate your achievement with your team!
  • Is this goal still relevant, but could use an update? Maybe the strategy you first set isn’t working to deliver the desired results? In that case, it may be time to adjust your strategy and tactics to help guide you to your goals. 

BONUS TIP: always look at data around the goals you’re trying to accomplish. How do your results so far measure up when compared to the big picture goal, or even to your competitor’s results?

Tip #2 – Take a Look at Your Brand’s Photos

Have you ever stopped to think about how your brand looks in photos?

Having strong visual branding is really important, but so is great photography.

This can easily be overlooked when you’re strapped for time or budget. But if your business is a little slow or you are preparing for a big holiday season, it may be a good opportunity to capture some new photos of your product or business.

Some things to consider:

  • How current are the photos of your team, shop, storefront, and products? If dated, book a photoshoot with a photographer and get yourself some new ones.
  • If you’re a service provider, make sure to take photos of the before and after of your projects, get some good shots of your office, or maybe even revisit some old projects and show how they’re holding up today.
  • If, on the other hand, you’re an ecommerce business, ask yourself – are the photos of your product still fresh? If not, maybe try staging your products in new, interesting ways.

BONUS TIP: do a flat lay shoot of your products in different seasonal options (Spring, Mother’s Day, Christmas, etc.) by using different backgrounds and props. You can even go one step further and look for inspiration online and create a mood board to give your photographer – I recommend having a look at my friend Diane’s work.

After having your new photos taken, we recommend updating your website to feature them anywhere you can, as well as share them on social media to freshen up your feed and grab the attention of new viewers!

Tip #3 – Check Your Messaging

While visual branding is super important, it’s also crucial that you have your messaging clearly defined, so you’re not confusing your audience with your marketing efforts.

You should have a look at your website and the about sections of your social media pages and ask yourself:

  • How are you sharing your brand story?
  • Does it clearly showcase your why?
  • Does it give an authentic peek at who you are and why your work matters to you?
  • Does it give a clear answer to, “why should I buy from you and not someone else?”
  • And is it consistent across all platforms?

If you answered no to any of the above, maybe it’s time to reflect on and update your brand’s messaging. It’s also important to double-check for any language that may be “tone deaf” to the situation at hand. For instance – you wouldn’t want to be promoting in-person visits in the middle of a lockdown.

BONUS TIP: consumers love to connect to brands that are authentic, share common ideals with them and seem approachable. So don’t be afraid to show your personality and tell them a little bit more about you!

Tip #4 – Create a Content Marketing Plan

In order to grow your audience, you need to have relevant and helpful information on your channels. That’s where content marketing comes in.

This can be a time-consuming task, but it’s certainly not something you want to rush. If you have some room in your budget, we recommend you consider outsourcing this area of your business sooner rather than later.

That being said, if you’re working with a smaller budget, nowadays there are many tools out there to help you with this task for little to no cost:

  • You can use a social media holiday calendar to help inspire post ideas on days that can relate to your business. For instance, the second Monday in May is National Women’s Checkup day, so you can take advantage of the date to promote any related healthcare services. That being said, make sure you’re not promoting an initiative or holiday you don’t really resonate with. Consumers will sniff out a “fake” in a minute and it could actually harm your brand to promote ideals or holidays you actually support.
  • You can also use free/low cost tools to schedule your posts ahead of time. You can batch them all at once so they post automatically during the week, your vacation period, or when you foresee a busy season ahead.
  • Because images speak louder than words, and attention spans keep getting shorter and shorter, you can use design tools such as Canva to help you create great looking posts to capture your audience’s attention (not an affiliate link, but just an easy program with a free membership version that will help you up your online game).

BONUS TIP: don’t forget to make sure everything you create is aligned with your brand. From the holidays you choose to promote to your messaging and even your graphics, your goal is to establish brand recognition and show your brand as informative, helpful and relevant to your audience. 

Tip #5 – Social Media Engagement

While a great content marketing strategy is the foundation to your marketing efforts, if you’re working with social media it doesn’t just end there.

In order for your social media content to be effective, you need engagement from your audience. That’ll not only let you know that you’re doing a good job with your content (or not, and in that case, it may be time for a change), but it’ll also signal to the respective algorithms that your content is something people want to see more of, therefore promoting your pieces of content to a wider audience.

There are two key factors that drive more engagement on social media:

  • Including Calls To Action (CTAs) – usually at the end of a post, either in the form of a question your audience can answer in the comments, or straight up asking them to like, comment or share the post if it was helpful or entertaining (depending on your goal).
  • Engaging with your audience – that’s right, the easiest, most effective way to gain more engagement on social media is to engage with others as well. After all, it’s called social media for a reason – you have to interact with others!

BONUS TIP: the most straight-forward way to engage is by making sure you’re replying to every comment, and whenever possible, asking them a question to drive even more engagement.

Tip #6 – Time to Experiment

Marketing is an ever-changing subject, and truth be told – there’s no one-size-fits-all strategy. 

The good news is that you can generally figure out what topics and content formats resonate best with your own audience by means of testing out different types of content, different channels or approaches. You might even find that a more traditional approach has a good impact for your specific audience or niche, so don’t be afraid to explore a little bit.

In terms of social media, one of the best content formats to experiment with at the moment is video. As the most powerful tool on social media at the moment, we believe every business should try video marketing at least once as part of their content plan.

You don’t need any fancy equipment, as most smartphones nowadays can do the job pretty well. And actually, people on social media seem to respond wonderfully to the authenticity of a “raw” video, as opposed to something that’s overly edited.

You can show the behind the scenes, give an update on your business, talk about a cool new product, new process, etc. – what’s important is that you give it a try!

BONUS TIP: don’t forget to keep track of all the different changes you make to your content: format, time of posting, hashtags used, etc. – in order to be able to look at the data later and make an informed decision for your content going forward. If you see a certain format working well to drive calls, orders or signups – keep it up! – if not, try again!

Tip #7 – Online Sales

We’ve all seen an overall shift to online sales during this past year – and it’s not going “out of style” anytime soon, as this is something that most consumers likely want to continue seeing available going forward.

Generating demand for items online can be its own artform, but there are a few things that may help you drive action:

  • Great product photos – these are essential for anyone selling online. People can’t hold or feel your products, so you want to be able to give them as much context as possible – having photos from different angles and with other objects for size references, for example. Again, most smartphones nowadays would probably work for taking product photos if you’re in a pinch, but you always want to make sure you have good lighting.
  • Clear descriptions – while your photos are key for grabbing the customer’s attention and giving them an idea of what they’re buying, some things are better described in text format – like exact measurements and colors, for example (as monitors can sometimes distort certain colors).
  • Free shipping – the second highest reason for abandoned carts online is shipping costs. Making sure you have a free shipping policy in place, even if only on orders over a certain amount, is likely to get you more sales (and can even encourage people to buy more than what they were initially planning to, in order to qualify for free shipping).
  • Create deals – people love a good bargain, so making sure you run deals from time to time – x% off, buy one get one free, etc. – will encourage a lot of people to take the leap and buy something from you. If you want to go the extra mile, add some scarcity elements, such as only “x” units left, or a countdown next to the sale price. Again, it’s important to test your audience to see what they react best to.

BONUS TIP: make sure you offer an exceptional customer experience. This can be something as simple as adding a little handwritten note, or taking a little extra time to make it special for the customer, and it can go a long way in getting you both repeat buyers and good reviews and word of mouth. Big brands like Amazon don’t do that so this is your chance as a small business to add those little touches that can make it extra special and help you wow your customers.

Tip #8 – Event Marketing

We have organized so many events – from fundraisers to press briefings, product and company launches, community events, galas, music events, etc. You name it – we’ve done it.

The wonderful thing right now is that there are SO many tools to help you in the process of marketing your event, that you really have no excuse not to get the word out there! A few of my favorites are:

  • Simple Tix – if you need to sell tickets for your event, you can set up an account for free and customize it with your own logo and branding. They do charge a small fee but the tickets are delivered electronically and the customer can use them on their phone or print them out.
  • Facebook Events – if you’re wanting to get the word out about any open public events, fairs, swap meets, services, etc. that don’t require an exact head count, this is the easiest to set up, use and share on social media.
  • Community Calendars – there are community calendars on most newspapers, radios, and TV sites that will make announcements for you for free. Check out the calendar pages of your city and local stations and take advantage of this free publicity.
  • Facebook Groups – there are also thousands of groups on FB specific to events and activities for a certain city, town or region, which you can make use of to promote your event.

Something else you can do is trade promotions. If you have an event coming up, maybe a local coffee shop will let you hang posters and leave table tents for a month in exchange for promotion on your socials. And if you have partners working with you on this event, make sure they have posters and event materials available to share on their social accounts, in the window of the business and with customers between now and the time of your event.

BONUS TIP: think outside the box and try something new. For one client, we needed to be seen by the staff of a business in a certain area that was pretty sparse in terms of businesses, billboards, etc. So we partnered with the closest local coffee stand and offered free coffee for the two hours up to their main shift, with brand stickers on every coffee cup, our banners outside and some promotion on social media. We got a lot of attention from the exact people we needed to reach for about $500…a lot less than the cost of an ad or billboard.

Let’s Get to Work!

We encourage you to pick one of the topics we talked about to implement in your own business today.

Whether you decide to take new photos and videos or do some overdue engagement on your social media, what’s important is that you start somewhere – and save the link to come back another day and dive into a different area of your marketing.

And if you’re really strapped for time, maybe it’s time to outsource! Book your FREE strategy call with BossLady Consulting and let’s discuss how we can help you grow your business!

If you are in healthcare, you know of the changes in the CMS star rating formulas. These changes, presented in their Contract Year 2021 Policy, are bringing customer experience squarely to the forefront of priorities for healthcare.

If your practice is measured by the Consumer Assessment of Healthcare Providers and Systems (CAHPS), that survey now adds an even greater emphasis on customer experience in your star ratings. The time has never been more urgent to have a strong strategy in place and begin making changes in your patient experience.

And with the two year lag in star ratings, having a strategy and plan to implement and measure changes and improvements in the patient experience now is going to be critical to moving the needle. 

What Has Changed With CAHPS Ratings?

In 2020, CMS doubled the CAHPS survey questions’ impact on your 2022 star ratings. This means that the things you were surveyed on last year will become your 2022 star ratings.

This year, in 2021, they QUADRUPLED their impact, which will now be affecting your 2023 star ratings. So if you’re a hospital, ER, healthplan, etc., your CAHPS surveys will have an impact of  as much as 30-40% on your star ratings, beginning this year.

Seeing that the CAHPS surveys have a much broader body of questions focusing around customer service and customer experience, these will become the new standard for how medical entities everywhere are rated on their excellence.

But even if you are a rural health clinic or other entity that is not being rated, this is something you should still keep in mind, because patients expect a good experience and their decision making is strongly influenced by their experience in your clinic or hospital. So don’t disregard customer experience just because it’s not being officially evaluated at your facility.  You will regret it – trust us.

What Can You Do To Improve Patient Experience?

If you’re currently working on developing a Patient or Customer Experience program for your healthcare business, you need to ask yourself these 4 key questions:

  1. Can your patient get an appointment easily when they need it? Whether it’s through your website, over the phone or in-person, is the process easy to navigate and understand for the patient?
  2. Are you communicating overall in a way that resonates with them? Can they understand your messaging and the information that you put out there on your website, social media and other marketing materials? Do they have access to all the information they need to make a decision?
  3. Are you actively listening and expressing empathy and compassion to your patients? Providing them with quality care that they can feel safe receiving? Or are you rushing through the appointments just to get to the next patient?
  4. Lastly, how’s the overall service and culture in your organization? Do you and your team treat your patients with respect and empathy at every touch point?  Is your focus first on the patient well being and not on the numbers?

Where BossLady Consulting Comes In

With 20 years of experience in healthcare and a deep passion about patient and customer experience, employee engagement and brand and culture, we’re ready to help you improve retention, stop patient churn, grow your volume and revenue – all while developing a system and culture in your organization that makes the employees, members, patients and providers love being a part of it.

If you have any questions, or would like to discuss your facility or team needs, we’d love to connect!  You can pick a time that works best for you here: Let’s Talk Patient Experience.

Being extraordinary means you stand out – that you consistently show up in a remarkable, memorable way.

In healthcare, we like to think that being extraordinary comes naturally, and it does in so many ways. But to truly be extraordinary, your company needs to show up intentionally with empathy and be 100% committed to creating a positive, emotionally supportive experience that communicates the three most important messages:

  • I see you,
  • I hear you,
  • And I’m here to help you.

Isn’t my Current Practice Enough?

Is this “touchy-feely” stuff necessary when it comes to my healthcare business?

Isn’t it just about getting the patient what they came in for and as long as they aren’t harmed, we are good to go?

While on a very basic level that is important, in a healthcare environment, the element of care is crucial. After all, it’s in the same itself: health-care.

But don’t just take our word for it.

The Numbers Don’t Lie

A retail study by Motista showed that customers with an emotional connection to a brand have a 306% higher lifetime value, stay with a brand longer (5.1 years vs. 3.4 years), and will recommend brands 26% more (71% vs. 45%).

Another study by Monigle’s Humanizing Healthcare showed that, by far, the most important factor patients are looking for is to feel “like they are a top priority” during their visit. This emotional need is the most important factor in rating an experience as excellent.

Now we ask you – is getting the patient what they came in for enough?

How Do You Create This Kind of Connection With Your Patients?

First of all, it’s important to personalize it. 86% of customers in a recent survey indicated they like when businesses refer to them by name, instead of treating them like just another number on a list. And this goes for any business and any individual – not just in healthcare.

You need to express empathy and show concern. Your patients don’t just want to feel cared FOR, they want to feel cared ABOUT – again, on a personal level. Whenever possible, you should be able to anticipate their needs by taking a look at patterns, behaviors and questions asked. Then ask yourself – how can you use these insights to extract lessons and create products or communications to help meet more people’s needs?

This should go without saying, but you need to be polite at all times and train your staff to provide helpful customer service to the patients. Every member of your team has a part to play in providing courteous and kind help, and something as small as the way they answer the phone can have a huge impact on the patient, and in turn in your CAHPS scores, star ratings and NPS.

Also, it’s 2021, and you can’t afford not to be online. More than 50% of consumers reported preferring care and solving their issues over social media to email or call center help, for example. If there’s an issue, you and your team need to be able to respond and communicate quickly and sincerely with the patient.

Last, but not least – and the way you’ll really become extraordinary to the eyes of your patient – you need to surprise and delight. Surprising them with kindness or going above and beyond will create emotional moments of connection and deeper loyalty with your patients.

You Don’t Have To Do it Alone!

You care for patients – that’s your expertise. Our job is to make you and your staff the experts in driving better retention and experience for your patients.

Connect today if you’d like to hear more about how Boss Lady Consulting can help you create extraordinary customer experiences that stop patient churn, grow your revenue, and improve customer satisfaction!

If you spend some time on social media, you’ve likely heard of the know, like and trust factor. If you haven’t – the know, like and trust factor essentially represents the three main steps your audience needs to take to go from the point they first find out or hear about you, to the point where they trust you enough to buy from you.

When you have a clear strategy in place to guide your audience through this journey, you will ultimately see an increase in leads and sales for your business.

If that sounds good, keep reading to find out how you can do it for your business.

How to get people to find you online

This goes without saying, but in order to make more sales, people need to know who you are. Nowadays, there are endless ways out there for people to find you, so the first thing you need to assess is where you’ll be focusing your marketing efforts. For this, it’s important to REALLY get to know your buyer persona. Are they:

  • Spending their free time scrolling through Facebook or Instagram?
  • Consuming podcast content while they work?
  • Maybe they’re avid blog readers?

Once you find that out, it’s important to choose 1-2 platforms to focus your efforts on, so you’re not spreading yourself too thin, especially if you have a small team.

At this initial stage, you want to focus on content that’s both searchable and shareable. If you’re writing a blog post, make sure you’re utilizing keywords your ideal client would be searching for. If you’re posting on social media, making sure you use the correct hashtags will greatly improve your chances of getting found. Bonus points if you post something that compels people to share with others in their network – that will get your content in front of even more eyes (and “word of mouth” has historically been the best source of clients – especially in healthcare).

How to create content for your audience

After you get people in the door, you have to warm up those leads and give them a reason to stick around for more. This is the time for you to provide them with inside content, maybe share some behind the scenes looks into how you operate, or even share what you stand for as a brand.

At this stage, it’s important to dig a little deeper into your buyer persona to really understand them – their needs and struggles – as well as the language they use. For this, you may want to take a look at places like:

  • Google searches
  • Answerthepublic.com
  • Quora, Reddit
  • Surveys
  • Recorded calls – aka. “unsolicited feedback”
  • Book reviews/comments on relevant materials

This will allow you to not only create content that they NEED and are actively searching for answers on, but to do it in a language that they understand and can relate to. Whatever you do, don’t forget to always LEAD WITH VALUE. Sharing some educational content and authority-building pieces will take you from the “know” stage all the way through to “like” and “trust”.

3. When should you go in for the sale

After your audience is warmed up to you, and they see you as the expert in your field, that’s when you can go in and ask for the sale. Again, you still want to remember to lead with value here – instead of showing them WHAT and HOW they can buy, focus on showing them the WHY.

  • Why should they opt for your brand and services instead of your competitors?
  • What do you have to bring to the table that they don’t?
  • What makes YOU unique?
  • What is the cost of not taking action with you?

If you can answer these questions for your audience in your sales content, you’ll be making their decision 10x easier, effectively making it a no brainer for them to buy from you.

If you take anything from this …

You can’t just focus on selling. Your posts can’t all be promotional, and simply listing your services and offerings every day won’t necessarily get you more sales – in fact, it will likely drive people away.

You need to lead with value to get people in the door, then follow it up with MORE value to warm them up and then – only then – go in and ask for the sale.

You can use the image below as a guideline:

If you’re struggling with getting leads for your business and warming them up to the point where you can sell to them (and close that sale), book your FREE consultation call today to learn how Boss Lady Consulting can help you reach your goals!

With the recent updates made to star rating measures for hospitals, clinics, providers, and insurers based on CAHPS and HCAPHS scores, more and more healthcare providers are now considering investing in improving their Customer Experience.

Communication, customer service and even your messaging are more important than ever, but the actual key to growing your healthcare business and providing your patients with exceptional customer experience is often overlooked.

What Really Happens in Healthcare

If you work in healthcare, you know that various areas get different feedback, but that feedback isn’t always communicated in between departments. With everyone constantly busy jamming on their work and dealing with their own things, the few meetings you do have can be very superficial, and not go into some necessary details.

As a result, this can hurt your customer experience and net performer scores, which will in turn have a negative impact on your organization’s growth.

What if you Invest in Marketing and/or Branding?

The immediate thought when business is down is usually to invest in marketing and/or branding to get more people in the door and make sure your messaging is on point to attract the right people.

While marketing and branding are a crucial part of any business – especially in healthcare, where lack of understanding is a constant drum beat among patients – it’s also important to work hard at being responsive to your patient’s particular needs.

You can have the best quality content out there, have it being shared across multiple platforms, even have it drive the right patients to your practice – but if your customer experience is lacking, it won’t be long until you face the same issues again.

Your growth will eventually stagnate, as it’s 5x more costly to acquire a new patient than it is to keep an existing one. 

What You Need is Exceptional Customer Experience

It’s easy to feel like you need to boil the ocean and do everything, but that will eventually dilute your effectiveness.

In order to grow your business, you need to focus on maintaining your current patients first, before you start thinking about acquiring new ones. Think about it – if you’re bringing in new leads before you work in your customer experience, what will happen is you’ll keep losing them out the back door, getting stuck on a vicious cycle.

And you know what piece is often overlooked when working on improving customer experience? Your employees. And we can tell you from our own experience – employee engagement and culture are the foundation of any effective Customer Experience.

How a Dedicated Customer Experience Team Can Help

The good news is – you don’t need to do it alone. You don’t need to suddenly become an expert in customer experience and find the time to train all your staff to follow new best practices and drive better patient experience and retention.

Boss Lady Consulting has helped many healthcare businesses – from non-profits to Fortune 100 companies – and we’d be happy to help your business too.

We’ll help you leverage your customer data and insights, make your team the experts in driving patient satisfaction and engagement, and make sure they become your biggest brand advocates. Sometimes it’s as simple as how you answer the phone!

If you’re interested in learning how Boss Lady Consulting can help you reach (and even surpass) your goals, we invite you to book your FREE consultation call today!

If you have a healthcare practice, you must focus on patient experience.

That’s ultimately what will keep them coming back to your practice, rather than losing them out the back door. Not only that, if you provide them with great care on top of that patient experience, they may even recommend you to their family and friends.

You’ll not only be retaining your best patients and having them come back to you, but you’ll also be acquiring new ones in the process.

Win-win, right? But how do you put that into practice?

First, You Have to Burn the Ships

To “burn the ships” is an old saying that represented a way to remove any possible path to return back to the way you came. It was a visible, symbolic way to demonstrate that the leaders were all in with the crew on the new journey.

This doesn’t always happen with businesses, though. We’ve seen many leaders set their ships off for the new destination (improved patient experience), their crew begins the work to rebuild the policies, processes, communications…and then the leaders sneak back to the ship and try to turn it around, trying to go back to where they were before, without committing to the new destination.

This is not only hurting their business (and bottom line), but it’s also showing disrespect and inconsistencies to their crew, who are the ones that will ultimately drive your business forward and implement best practices when it comes to driving patient satisfaction.

As a Leader, You Have Decisions to Make

Businesses everywhere talk about customer or patient experience and putting the patient at the center of the care experience. The ones who succeed are the ones who make that decision and don’t look back. You owe that to yourself, to your practice, and most importantly to your team.

If your business or practice is currently stuck between here and there on patient experience or some other culture shifting initiative, maybe you haven’t fully committed to it. Maybe, as the leader, you need to burn the ships and keep moving forward.

In business, as with everything in life, you can’t reach your future without a willingness to leave the past way of doing things behind, and keeping a straight focus on the horizon ahead.

Where Do You Start With Patient Experience?

It all starts with assessing your current customer journey, in order to know exactly where you are and determine where you need to go from there. This is where it’s important to conduct some market research, survey your patients and staff to know what their needs are and what they value, and maybe even have a look at your competitors to see what else is out there.

After that, it’s time to look into all the data collected, as well as the systems and processes you currently have, as they’ll be key to telling your company’s story. Then, once you have a clear image of what your patients value and what you offer, it’s time to look for opportunities to improve and grow your practice by filling in the gaps.

Lastly, it’s time to execute. Once you have a clear plan on how to expand your business growth, you have to commit to it – burn the ships – and move forward 100%.

Boss Lady Consulting can help you with each and every step just mentioned, from the assessment to training your team to become experts in driving better retention and experience for your patients.

Remember: change and culture-shifting initiatives require clarity and smart strategy. If you need help to plan your own unique course, we invite you to book your FREE consultation call today! We’re here to help.

Have you ever heard a comment or a phrase that felt like a punch in the gut?

At an online conference last week, the speaker said, “you can make excuses or you can make progress, but you can’t make both.” Boom. That one stung a little.

I immediately thought of the common goals everyone has for the new year – getting in shape and taking better care of your health – they always sound good at first, but they’re usually followed by nothing but excuses.

How Does This Apply to Business?

As I kept thinking about that phrase, I thought about my clients and other businesses who have been scrambling and hustling to keep themselves afloat. They had to adapt, setting up tents in the parking lot to have “patio dining”, creating online and curbside services, changing their protocols and doing everything they can to safely serve their customers in this time, while also protecting their staff.

The creativity and sheer determination has been impressive. When faced with these obstacles, they could’ve chosen the “easy route” and just close their doors to the public. But instead, they chose to find an alternative that would allow them to make progress.

COVID19 and The Great Depression

The more I thought about it, the more it reminded me of studies I had read about businesses who came out of the Great Depression strong. One of those businesses was Proctor and Gamble.

During the Great Depression, unemployment soared, spending slowed down and businesses cut back (sound familiar?). In sum, many businesses were suffering, much like today. When mainstay grocers cut their orders, that hurt companies like P&G who supplied their products.

Instead of hunkering it down and waiting it out, they got creative and decided that, since people would still need soap, they would make sure they were the soap of choice.

This quote below comes from an article from Mental Floss explaining how they did that:

“Thus, instead of throttling down its advertising efforts to cut costs, the company actively pursued new marketing avenues, including commercial radio broadcasts. One of these tactics involved sponsoring daily radio serials aimed at homemakers, the company’s core market. In 1933, P&G debuted its first serial, Oxydol’s Own Ma Perkins, and women around the country quickly fell in love with the tales of the kind widow. The program was so successful that P&G started cranking out similar programs to support its other brands, and by 1939, the company was producing 21 radio shows—and pioneering the “soap opera.”

Despite the challenges of the time, this company rose up with creativity to be the soap of choice and it served them well.

How Can Small Businesses Survive Tough Times?

I know small businesses may not have the ad budgets of P&G, but that’s not a reason to back down. If you want to outlast this season, creativity, gumption, AND remaining present in marketing will be essential to your success. You can’t afford to disappear, even if you’re closed at your brick and mortar. You need to find a way to continue a relationship with your customers online.

We’ve seen some businesses who have been deeply impacted, but they are choosing to make excuses over progress. They don’t show up consistently, they aren’t communicating, their voicemails are full, and they aren’t answering customers’ requests. You can’t afford to have this happen to you right now.

While I totally understand the impacts that have taken place, there are many studies out there (inclusively ones done during COVID times) that suggest that more than 50% of the consumers will leave and go somewhere else if the customer experience is bad. I don’t know many businesses (certainly not mine) that can do without HALF of their customer base.

Even if it’s just you left – answer your phone, call back, email, update your public information. Don’t shrink because of challenges. Rise up with gumption and figure out how…even on a limited basis. I know you can!

It’s tough right now – for everyone. But are you making progress during this time? Or are you making excuses? We can’t do both. I truly believe this can be a time of growth. What do you think?

Captain Obvious here. The COVID-19 pandemic had a huge impact in all our personal lives and forced businesses and organizations all across the globe to redefine how they will operate, both now and going forward.

This past year marked the start of many patio dining spaces, ecommerce stores, telemedicine practices – among many others – and the one thing they all have in common, no matter what industry they’re in, is they were forced to get creative and think outside the box.

And for those of you who are anxious to get back to “normal”, I have some bad news. I’m not so sure that world will exist again. We need to consider the “new normal” as we emerge from this pandemic. But, good news, we can take what we’ve learned from this experience and come out the other side – hopefully even better than ever.

How Are Things Different Now?

It’s no surprise that with all that’s been going on that customers have changed. The way we view the world has shifted and that means as a business, we need to ensure we are moving with the changing world – otherwise our marketing can fall flat.

In a year where consumers spent most of their time at home, marketing had to change.  Businesses needed to adapt and many began offering services and products online for the first time. This push to accelerate a digital transformation will change how marketing planning and buying will look long into the future.  A March 2021 UN report on Global Trade, shares that e-commerce captured 17% of the global retail trade in 2020, growth of more than 5% globally over 2019.  It is expected that this sharp rise in e-commerce will be sustained during the recovery.  

McKinsey predicts that the shifts in consumer behavior requires change in marketing. With overall consumption down about 15%, and recovery projected in 2023, consumers are now leaning toward trusted brands, are more selective in their choices, and expect a great customer experience.  Further, environmental, social and governance factors are becoming more and more important to consumers. A 2021 PwC pulse survey of executives in the U.S. suggests that 44% of leaders consider building and sustaining consumer trust their top priority for 2021, followed by 27% focusing on their employee workforce as their primary priority in recovery.

So how does all of this play into your business?

You Must Shift if You Want to Successfully Recover from COVID 19 Impacts

With the powerful growth of businesses to e-commerce, the social and political pressures across the globe, the impacts of factors out of your control, like the pandemic, being nimble in your approach is more important than ever.  

Further, the demands of consumers have changed.  They want to support businesses that empathize with their needs and show them that they can solve their problems. They are also more curious than ever about your brand’s values and your driving forces – your “why” – so you have to make sure your brand messaging and marketing reflect more than just promotion of products and services. And, without a doubt, a keen focus on customer experience and service is table stakes in business anymore. It’s frankly not an option if you want to survive.

You Can’t Be Everything To Everyone – And That’s Ok!

Seth Godin said, “the future belongs to those that can market and impact smaller, specific audiences.” Meaning that instead of focusing on targeting anyone and everyone with your content, you should aim to make an impact on a smaller, niche audience first, and then let those customers spread the word about you. 

Bottom line, businesses can’t try to be everything to everyone. We need to focus on who we are trying to reach and align our strategy, content, marketing and advertising to that specific niche audience. Godin calls this the “smallest viable audience”. In short, do less, but do it better.

That is the different normal.

Our team at Boss Lady Consulting has decades of experience in identifying key audiences, creating customer profiles and developing messaging and strategies that have impact, deliver your brand effectively, and drives growth.

Contact us today to book a free consultation call, where you’ll learn more about how we can create a targeted strategic plan for your business. We look forward to connecting!

Increase growth and retention in the delivery of your healthcare services with the help of our expert patient experience pros, marketers, and operations leaders. We specialize in improving patient experience in healthcare businesses, providers, and insurers by establishing strong branding, culture, and employee engagement to enable scaling and growth.

Brand Growth and Impact

GROWING YOUR BUSINESS STARTS WITH A STRONG BRAND

Are you stuck and not sure how to grow your practice? Do you need more revenue? More patients to your practice? New brands on board after a M+A? Launching in a new market? Losing business to your competitor? We can help! Our proven system has delivered big results for small businesses, services, practices and corporations. Don’t wait another day to achieve your goals and dreams!

Elevate your brand position, message, and impact with our D.R.O.P.TM method

Define

Knowing deeply your position in the market, your competitive advantages and threats, your customer, income, systems, strategy, channels and messages is the foundation of growth. We help you get absolute clarity on where your opportunities for growth are…and in many cases, what you can STOP doing that is not driving bottom line success.

Resonate

Resonating with your audience and driving more leads or volume comes from clarity. Too many think staying wide to “reach many” is the key. That’s the hardest and most expensive way to have impact with your brand. We help you get very focused on who you are serving, how you can help them, where they are, and what they want/need from you.

Own

Owning the market requires insight and smart strategy. We will develop for you a specific roadmap for reaching your goals. Identifying new opportunities and where you don’t need to play to get the growth you are after.

Please

Finally, we will look at your systems, practices, culture, and policies to make sure you have what it takes to nurture and care for these leads and customers. The final deliverable for the DROP package will provide you with detailed recommendations on how to improve your customer and patient experience. We’ll leave you with everything you need to build brand loyalty.