Covid-19 has had a significant impact on the global economy, to say the least. This impact means that we, as business owners and marketers, need to action the right kind of measures to ensure we are able to survive and come out at the other end with a strong brand. This webinar talks through 6 post lock down tactics that can help us achieve this.

1. 6 Post Lockdown
Marketing Tactics
Presented by
Jag Panesar

2. Did you know....
The UK
economy had
a 20.4% slow
down in April
due to
lockdown.
Source: https://www.theguardian.com/business/2020/jun/12/britains-gdp-falls-204-
in-april-as-economy-is-paralysed-by-lockdown

3. Did you know....
There are broadly 3 types of recession:
Source: https://www.mckinsey.com/business-functions/risk/our-insights/covid-19-implica-
tions-for-business?_ga=2.71156112.1062736803.1592585980-1570816919.1592136244#

4. Softening the depth of the downturn
Reducing the duration of the
recession by accelerating your
business in the upturn once the
economy wakes up
What’s your responsibility in this?
By making the right moves, we can support:

5. You will learn about...
Ways to ensure you retain existing client loyalty
1
2
3
4
5
6
7
Emphasising your core values
Creating value adding content to gain and retain clients
Productising your service to differentiate yourself
Understanding your competition on the digital landscape
Reviewing and measuring your activity
A bonus tactic!

6. A few important points...
• This webinar is catered towards service based SME owners or marketing
personnel
• The content has been focussed around activity that you should be able
to implement yourself
• Activity such as SEO, PPC and social media advertising are important but
are not covered today

7. 13 years in
business
in house
professionals
Est 2007
About Xpand
• Studio based in
Saltaire, West
Yorkshire
• Full service
digital marketing
agency
• Est. 2007 - 13
years in business

8. Headway
Recruitment
Client
35% increase in traffic
after 12 months and
£114,000 of converted
business within 12
months
Result
35% £114K
INCREASE CONVERSIONS
Results

9. Pitts
Wilson
£200,000 worth of
enquiries in 6 weeks
through Google
Adwords
£200K 6
OF ENQUIRIES WEEKS
Results
Client
Result

10. Chris
Makin
£80,000 of new
business from the
website
£80K 24
OF BUSINESS MONTHS
Client
Result
Results

11. Energy
Mill Gym
500 members within
3 weeks. Target was 4
weeks
500 3
NEW MEMBERS WEEKS
Client
Result
Results

12. SOLAR7

13. 17th March 2020.
I thought it was the end...

14. I feel very lucky...
“I’m a great believer
in luck, and I find the
harder I work, the
more of it I have.”
Thomas Jefferson
American Founding Father

15. What you need post lockdown..
• It provides long term objectives
• It outlines your competitive advantage
• It outlines the markets and audiences to target
• It outlines your brand position
• It provides a road map of what needs to happen
and when
A marketing strategy has the following:

16. • The more granular activities that help you achieve your
marketing strategy
• The day to day activity
• The things you plan in the very near future that
contribute to building your brand
What are marketing tactics?
What you need post lockdown..

17. People will become
more price sensitive
Purchases will
become more
considered
Negotiation from
prospects will be
tougher
Certain types of
media will suffer
significantly
Challenges you will face
during a recession

18. Purchase
Retention
Engagement
Consideration
Awareness
The sales funnel

19. Purchase
Retention
Engagement
Consideration
Awareness
The sales funnel
Consideration
& engagement
will become
more drawn
out

20. Tactic No. 1
Penetrate your
existing customer
base

21. It’s always more cost
effective to sell to
existing customers
New Vs existing customers

22. Think about your
customers’ needs

23. Support clients that are suffering
Provide a temporary reduction in fees
Extend credit terms
Offer more value

24. Offering more value
•Provide more advise around your area
of expertise
•Provide additional services at a lower rate
•Throw in the occasional ‘freebie’ - this will
create customer delight

25. • List all your valuable existing clients and take time to talk to
them
• Ask them what they need and what’s important to them
• Carry out a cashflow forecast before you start discounting
• Only offer reduced fees to the clients that are genuinely
suffering
Tips

26. Tactic No. 2
Emphasise your core
values and how they fit
around your approach
during tough times

27. Your values are the
fundamental beliefs upon
which your business and its
behaviour are based
What are business values?

28. SOLAR7

29. Xpand’s values
1) Enjoy life and be friendly
2) Push your creativity
3) Challenge for positive results

30. Xpand’s values
1) Enjoy life and be friendly
If you see that someone is struggling, think about what
you can do to help them.
Just a useful pointer in the right direction can sometimes
be very valuable to them.
Don’t take your own knowledge for granted.Do the
right thing.

31. Xpand’s values
2) Push your creativity
Innovation is key to many businesses during this period of
time.
Think about creative ways we can help people to achieve
their goals. Their short-term goal may just be survival.
A good idea from us could be the difference of people
keeping their jobs or losing them.

32. Xpand’s values
3) Challenge for positive results
Times are currently very challenging. It’s challenge that
takes us out of our comfort zones & that’s how we grow.
Challenge yourself to see how you can help a struggling
client. Challenge yourself to see how you can get a better
result for a client.
Our clients need our support more now than ever before.

33. • It can be argued that your values should naturally dictate the
right kind of action. If this is the case, writing it out and
communicating this to your team just re-enforces it.
Tips

34. Tactic No. 3
Create value adding
content to gain and
retain clients

35. SOLAR7

36. Purchase
Retention
Engagement
Consideration
Awareness
The sales funnel
Consideration
& engagement
will become
more drawn
out

37. Types of content you can create
‘How to’
guides
How your specialism can be
used to survive the recession
Opinion
pieces
Thought
leadership

38. Where you can place content
Blog
Webinars
Social
media
Podcasts

39. Think emotion
Source: https://www.theatlantic.com/health/archive/2014/02/new-research-says-there-are-on-
ly-four-emotions/283560/
People buy on emotion.
Research from Glasgow University suggests
we have 4 core feelings:
Happy
Afraid
/surprised
Sad
Angry
/disgusted

40. Think emotion
Think about your target audience.
Split them into groups e.g.
1) New start business owners
2) MDs with < 100 staff
3) Marketing managers
Think about their pain points

41. Example
An accountancy practice
Rather than:
‘Ways To Become More Tax Efficient’
Consider:
‘Ways To Become Tax Efficient During
Troubled Economic Times’

42. Example
A finance brokerage
Rather than:
‘How To Manage Your Cashflow Better’
Consider:
‘5 Cashflow Mistakes You Need To Avoid’

43. Example
A marketing agency
Rather than:
‘6 Marketing Tactics To Build Your Business’
Consider:
‘6 Post Lockdown Marketing Tactics’

44. Build trust through reviews

45. Tips
• Create a content schedule. Plan 4 weeks ahead at least
• Use quora.com or answerthepublic.com for ideas
• Be consistent
• Ask for a review at the point your client is happy with the
service you have delivered

46. Tactic No. 4
Productising your
service to
differentiate yourself

47. What is productising?
A productised service
simplifies and focuses your
business’ marketing operations
into a model that is more
predictable, process focused,
and easier to sell.

48. The benefits of productisation
It helps differentiate you against your competition
It demonstrates visual expertise
It makes your service easier to understand

49. SOLAR7

50. Create packages
For an accountancy practice, rather than:
• Sole trader accounts
• Limited company accounts
• Management accounts

51. Create packages
Business Starter Business Growth Business Accelerator
Consider:
For new start
businesses or
one person
businesses
Consider dedicated packages for struggling businesses
For limited
companies
looking to grow
For businesses
that need
regular
dedicated
support

52. Tips
• Try to be unique with your naming and packages
• Highlight the outcome if you are creating a model
• Name the model. Make it relate to something we recognise in
the real world
• Creating a model may not happen overnight. Keep at it.

53. Tactic No. 5
Understanding your
competition in the
digital landscape

54. How often do you assess
your competition?
Once a month?
Once every 6 months?
Once a year?
Never??

55. Step by step:
1) List at least 3 of your competitors
2) List at least 3 benchmark companies in your
sector. Companies that offer the same service
but you don’t compete with.

56. Step by step:
3) Search these companies on social media.
Platforms could be:
• LinkedIn
• Facebook
• Instagram
• Twitter
• Pinterest
• YouTube

57. Step by step:
4) For each one assess the following:
• No. of followers/ likes
• No of posts per day
• Shares per post
• Comments/replies per post
• Hashtags per post
5) Create a content schedule based on what you have
learnt from your competition/ benchmarks

58. Tactic No. 6
Reviewing and
measuring your
marketing activity

59. SOLAR7

60. I live by this...
“You can’t manage
what you can’t
measure”
Peter Drucker
Management consultant
Author
Contributor to philosophical and practical
foundations of modern business

61. If you don’t track, you need
to start immediately!
Track the following:
No. of enquiries
No. of proposals/ quotes sent
Total value of quotes/ proposals sent out
No. of sales
Value of each sale

62. Calculate your conversion rate
Here’s how
Total amount of
business converted Conversion
rate
x 100 =
Total amount
quoted for

63. Calculate your conversion rate
Example: You sent out 10 quotes in May that came
to a total value of £25,500. Out of those quotes you
converted £15,000 into business in that month.
£15,000 58.8%
conversion
rate
x 100 =
£25,500

64. You also need to track...
The source
of your enquiry!

65. You also need to track...
Website visits
through Google
Analytics

66. You should now
know...

67. You should now know...
Ways to ensure you retain existing client loyalty
1
2
3
4
5
6
Emphasising your core values
Creating value adding content to gain and retain clients
Productising your service to differentiate yourself
Understanding your competition on the digital lanscape
Reviewing and measuring your activity

68. One final bonus tactic...
1 minute survey

69. Corporate social responsibility
Give to a good cause. A charity or social enterprise.
Raise awareness
Pro bono work

70. Resource pack
A social media
assessment
template
A social media
content plan
template
Some useful
tools to help
you implement
your marketing
tactics
An enquiries
dashboard
template
A conversion
tracker
spreadsheet
You will receive:
Email me: jag@xpandmarketing.co.uk
Subject header: Post Lockdown Resources

71. Email me
jag@xpandmarketing.co.uk
www.xpandmarketing.co.uk
If you’ve enjoyed the webinar, we would really appreciate
a LinkedIn recommendation or a Google review. Or both!
Let’s connect