Between 2020 and 2021, we were in the heart of the pandemic when the community was being as cost efficient as possible. So how did we help our client  Triple A still increase their revenue by $1.8M (+70%)? By following the next 3 steps:

  1. Start with the basics

  • Create brand guidelines so that your content is consistent. Consistency builds trust with your audience.

  • If you can’t create an entire brand guideline document, at least know your brand’s vision and mission. Every piece of content and communication should be built with your mission as a foundation.

    • For example, Nike’s mission is: To bring inspiration and innovation to every athlete in the world. You can see that message in every aspect of their marketing.

2. Build your Ideal Customer Profile and know it inside and out

  •   Every piece of content you deploy should drive your ICP through the sales funnel

    • Through your content you should: target them, attract them, engage with them, and convert them

  • Learn what they find valuable

3. Know exactly when your peak sales times are, not just in general, but also specifically for your brand 

  • Start ramping up your marketing 1-2 weeks before the peak sales times. This means you’ll need to have a plan in place 1-2 months before your campaign launch.

  • Typically, your highest sales peak will be during Christmas, but it also means the you’ll be competing with every other brand in world, so be aware of your other sales peaks specific to your brand.

    • For example, for Triple A, their secondary sales peak is summer BBQ season (June-August). This means the campaign needed to start ramping up in May, which means the following:

      • Influencers needed to be contacted 1-2 months prior so that they could sign the contract, get to know the brand, and finally be scheduled to post pre- and during peak season

      • Their content calendar needed to adapt appropriately to the season

So what did the pandemic/lockdown teach us that you can carry though?

It taught us that if you aren’t present digitally, you’re easily forgotten. Because people couldn’t leave the house, your social media became your only storefront. 

Has that changed now that things have opened up? 

No. Why?

Because 67% of the buyer’s journey is now completed digitally, which means you storefront aka your digital presence is needed more than ever.