2020 is winding to a close, and it’s safe to say few, if any, saw this tumultuous year playing out as it has. Your business likely had to roll with the many punches thrown by the COVID-19 crisis.

If a proactive approach to business building helped guide your business through 2020, now may be a good time to make sure your marketing program is not in disarray as we dive into 2021. Here are a few ideas that can build your business and help ensure you continue producing revenue no matter what 2021 may have in store.

Make sure they know you’re here. A lot of businesses didn’t survive 2020, so keep in mind that marketing your business in any form now will send a very important message to your customers and prospects: Yes, you are open for business.

Consider new markets. New opportunities are constantly arising as the local economic landscape shifts, and the most nimble of contractors will be able to develop new skills to expand into, for example, shutdown work, commercial projects, sanitizing opportunities, or industrial work. Is now the time to add additional staff to pursue such work, develop your exterior expertise, or perhaps add that new sprayer that will expand your capabilities and open up new markets for you?

Update your digital presence. There’s no time like the present to assess your standing in the digital world. Is your website up to date? If you don’t have one, is it time to build one? How about Facebook? Is it working for you? Are there opportunities to create more engagement, and keep relationships with past customers active? How about videos or photography that demonstrate a particular project success?

Remember your customer base. Many contractors spend more time trying to generate new leads than they do mining their previous customers for repeat business. Industry observers suggest contractors would find more success by investing in relationships with previous customers, with the hope of generating repeat business. A simple email or a hand-written letter, perhaps an inquiry about whether a customer is still happy with the appearance of a previous project, could help ensure that your name is top-of-mind if painting needs come up for that customer again.

Thanks, referrers! Reward your customers who offer referrals for your services. A coffee mug or gift certificate will do the trick. Even a simple thank-you ensures that your message of appreciation connects with anyone who will refer your services, and builds the likelihood that they’ll do so again.

Upgrade your appearance. Painting is physical work, and it’s hard on clothing and equipment. But remember the visual impression that you’ll always be making to customers and prospects. Clean clothing, well-groomed customer-facing personnel, a clean truck that looks like it’s in top working condition, and perhaps even logos on the truck and your work wear can help deliver a positive perception about your company.

Maximize your PRO benefits. Besides low pricing and many money-saving benefits, use your PRO account with your local Sherwin-Williams store to generate marketing materials as well. The new Customizable Marketing Materials tool provides PROs an opportunity to leave behind custom, professional-looking marketing materials that summarize project details, in addition to featuring your contact information — and even your logo (see photo below). Be sure to create an online profile to take advantage of this recently upgraded feature, right from your phone, tablet or laptop.