With 2020 finally over and 2021 just kicking off, your marketing strategy for the new year should be top of mind. However, contrary to what some may think or hope, COVID isn’t just going to disappear right away in the new year, meaning in-person events are still a big question mark for many companies.
If you’re like me, the thought of potentially having another quarter or more of all major networking happening virtually seems bleak. Not because virtual options don’t offer a decent alternative, but because even after a break for the holidays, the industry is overloaded with virtual events, webinars, and zoom call after zoom call and the virtual fatigue is real. This poses significant challenges for MORTGAGE PROFESSIONAL MAGAZINE marketers that are trying to fight for customers’ attention through the virtual clutter. So how do you cut through the noise and effectively market in a time when virtual options have lost their luster?
Even though virtual fatigue is a real problem, that doesn’t mean you should count out all virtual marketing channels. It just means that you have to be more strategic in your efforts. Long gone are the days of plastering your banner ads on every industry publication website and waiting for the clicks to roll in.
First, your best bet is to figure out a layered marketing strategy, one that ties together your print and digital marketing efforts to reinforce your messaging. For instance, if you purchased a full-page ad in an industry publication, for the month that its running, look into what digital marketing offerings the publication also offers that you could run in conjunction with your print ad.