Uplevel Tourism — January Town Hall

  • 2020 data is key to your immediate future. 2020 is the only data we have for what it’s like to do business in the current climate. Go back and analyze what worked, what didn’t, and where you may have missed opportunities.
  • Don’t make just one business plan for 2021. We have to be prepared for uncertainty, so think about making several plans based on different trigger points. Think ahead to the end of each quarter, and try to imagine a few market scenarios. Base your decisions about moving forward on the shape you think your market will be in at that point.
  • Don’t give up on marketing. Marketing dollars in your budget are revenue-generating dollars. Look at your 2020 data to see where to best spend your marketing budgets this year. Push what’s been working, and drop what hasn’t. Aim to spend 5%-10% of your gross revenue on targeted marketing efforts.
  • Stay optimistic, and try to be nimble. The companies that have weathered this pandemic best are those that didn’t get discouraged, and were able to find new markets and revenue streams for new and innovative products.
  • Focus on the right platforms. If you already know where your market spends most of their time on social media, focus your efforts there. If you don’t, start with Facebook and Instagram — you get more bang for your buck since you can easily cross-post between both platforms.
  • Make sure your profiles are up to date. If you haven’t revisited your profiles lately, do a comprehensive audit. Make sure your logos and business information are up to date, and that the information available is clean, clear, and relevant.
  • Consider investing in ads. Once again, take a look at where your customers from 2020 were coming from. With the Facebook ad manager, you can target your customer-base with incredible specificity. Play with this tool to see how you can start segmenting and targeting based on data points like geographic location, age, and income level.
  • Don’t give up on your pre-COVID content. Nostalgia has a lot of currency these days. Repurpose older posts for new, throwback posts and stories. Tell an optimistic story!



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Joe Martin

Joe Martin

Entrepreneur, author, and TEDx Speaker who believes real world interactions are more valuable than digital ones.