In the digital age, most customers are engaging with B2B and B2C brands through their mobile phones. This means, as marketers, we’re communicating with people who now have flexible work arrangements (work from home, hybrid, etc.), are searching for information on Google or Bing, and find their entertainment on social platforms like LinkedIn, Facebook, Instagram and TikTok. Brands can’t go dark, because if they did, they could be losing out on potential customers. Here’s how you can develop a successful “Keep the Lights On” (KTLO) plan until you have the resources to work on new projects in the future.
The Risks of Going “Dark”
Brand awareness and brand loyalty take time to build—and it’s a long-term plan that requires consistency. If your brand goes dark, it’s more than likely that your competition is not. You could lose your place as “top of mind” for customers as they view, engage and become aware of what your competitors are offering.
Additionally, going dark loses credibility among customers‚ especially if they’re used to seeing your posts consistently every day, or a few times a week. Seeing no fresh content or new engagements may prompt customers to believe you went out of business. Customers may also think a lack of engagement might affect any customer service interactions. Discover ways to develop an effective content calendar in our recent blog here.
We understand that creating a budget that all key stakeholders agree with also takes time to develop and approve. However, it’s also crucial to keep your presence visible online, as you don’t want to miss out on any potential leads. Going dark could negatively affect all the hard work and resources it took to build up your brand’s visibility in the first place.
Stay “On” Top of What’s Important
If you’re struggling to increase your marketing budget for the upcoming year, focus on a few essential projects at a time. Here are the vital avenues that ensure your customers have the best experience with your brand:
- Running web maintenance – checking for any hiccups on the site and making sure everything is running smoothly
- Minor web updates – providing customers with something fresh, or revising content to prevent misleading information
- Email marketing – staying in touch to update customers as needed
- Social media and Google Ads – for ongoing engagement with potential leads and continuing to grow brand awareness
As you consider your budget for the year, and what’s most important to your brand and your customers, think about your company’s long-term goals. KTLO plans are always more than the bare minimum—it’s essentially doing the basics really, really well. Therefore, it’s key to plan and execute your KTLO plan to lead you toward achieving these goals!
Learn more about important metrics to keep track of as well as top platforms to consider as a food and beverage brand here.
Investing in a KTLO plan means investing in the long-term health of your company. At ColinKurtis, KTLO plans start with a mindset that focuses on your future. We understand that these plans are as essential—if not more—to your brand’s vitality as any fresh new campaign would be. And, it’s not just about running your business; it’s about helping you grow it too. Contact Mitch Robinson at Mitch@colinkurtis.com or call 815-965-6657 EXT. 1 to learn how we can build a KTLO plan with your future business goals as the foundation of our strategy.
Blog post from:
Matt Hensler
Vice President, Digital Integration
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