November 2020: Everything is Up in The Air
November 2020: Everything is Up in The Air
I have not done an email newsletter to my readers for a long time. Probably not since I lived in Washington State if my recollection serves me. With most of the world seemingly up in the air, either due to the political strife in the US or the Coronavirus, I felt it was more than acceptable to remove one bit of static from your inbox. Now that at least the matter of the presidency has resolved (barring reenactments of Seven Days in May, of course), I think it’s safe to trouble your inbox again.
Marketing Strategy and PPC Advertising
As challenging as it may be, I recommend small businesses plan out the framework of their marketing campaigns roughly three months in advance, so right now would be a good time to think about
- St. Valentine’s Day;
- Presidents’ Day;
- Women’s History Month;
- St. Patrick’s Day; and,
- Easter.
Let’s take a look at some possible approaches to marketing during this upcoming quarter.
St. Valentine’s Day
Assuming that the pandemic will affect retail shopping behaviors, restaurants and retailers should be rethinking how they approach Valentine’s Day. Brands need to think about getting their products and services out to customers rather than getting customers through their doors. Perhaps restaurants can offer “Valentine’s Day” bundles, including everything needed for a romantic evening, from candles to filet mignon.
Women’s History Month
Women’s History Month represents an opportunity for businesses to advertise in a way that satisfies the current culture’s demand for ethical behavior (as seen by the “Me Too” and Black Lives Matter movements). However, businesses need to be confident that they don’t produce content marketing that comes off as tone deaf or insincere. For example, don’t suggest, as Pepsi did in 2017, that a soda and a Kardashian can save the world. (I’m not entirely sure a Kardashian could save a goldfish.) Businesses should consider cause-driven marketing as one option for Women’s History Month. Engaging in marketing that benefits, for example, a local hospital or women’s shelter is an excellent way for businesses to get their message to their audiences while also serving their community.
Copywriting and Content Marketing
I am expanding what I can do for brands by developing a grant-writing program for non-profits. Many non-profits struggle with drafting a proper application for a grant, particularly given the financial and administrative details that foundations and government agencies look for to make sure the non-profit won’t collapse once they receive funding. By outsourcing the grant-writing process to me, I can take some of that burden off the shoulders of non-profits. Let me know if you have any questions regarding grants you are seeking.
Journalism
I am proud to say that I received an award from the New Mexico Press Association for my article An Employee’s Tragic Death Uncovers A Company’s Unsafe Practices, published in the World Journal (paywalled). I’m grateful to work on stories that help families respond to business malfeasance and help keep workers safe.
Colorado and New Mexico Matters
As a final note, I’m also excited, as I have been elected President of the Board of Directors of the Trinidad-Las Animas Chamber of Commerce (effective January 1, 2021). I backed into this role as I tried to encourage the chamber to provide businesses with virtual networking opportunities. This virtual networking will be coming soon, and I will keep you updated for its first session. I’m also looking forward to helping the chamber embrace technology in its process management and member relations.
Thanks
And... that’s it for November. These monthly emails will continue to provide you with useful information about marketing strategy and how you can use content marketing.