Click here to get this post in PDF
The pandemic has changed the way businesses operate, with remote work becoming a norm today. While many organizations are considering reopening after vaccine rollouts in the country, some may continue working remotely. Either way, you need to realign your marketing strategy with the current circumstances. The business landscape is still competitive, but outdated tactics will get you nowhere. You have to think differently as consumer expectations are constantly evolving.
You require a viable plan for marketing in a crisis, regardless of the size and domain of your business. The objective is to maximize reach, conversions, retention, and credibility without burning a hole in your pocket. At the same time, your brand needs to connect with the audience and consolidate long-term relationships with them. Here are some tips that can help you revamp your marketing plan in the new normal.
Focus on current customers
Every business wants to expand its consumer base, but it is not the easiest thing to do right now. You will have to struggle to acquire new buyers, so it makes sense to focus your efforts on the current ones. Consider them as loyalists who are still there with your brand despite the downturn. Everyone knows that customer retention is cheaper than acquisition, which is another reason you must prioritize what you have. You can create a retention plan for these customers. Consider providing services to target their new needs. You can even issue refunds for prepaid memberships. While it may hit your current cash flow, your brand will end up with loyal customers for a lifetime.
Run exclusive offers and deals
As businesses reopen, you will have to think of ways to bring the customers back. Exclusive offers and deals can give you the restart you need. They can fuel acquisitions and consolidate retention for the long run. It may sound like an expense for your business, but consider it an investment to get back on your feet. You need not spend a fortune on deals and freebies, but a little goes a long way. Show thoughtfulness to the buyers, and they will come and stay with your brand. Offering add-on services like free delivery is a good idea to get the business ticking again.
Leverage the power of online
The pandemic took marketing initiatives online as events, and in-store advertising came to a halt. Even as the world steps into the new normal, leveraging the power of online media is the most sensible decision for marketers. It is the right time to update your website, embrace the e-commerce trend, and create social media campaigns. A robust online presence was important before, but it is more crucial than ever today. Go the extra mile with SEO, personalize your email marketing strategy, focus on social outreach, and create valuable content that keeps your audience engaged. A strong presence across the internet selling channels can make your business more resilient, which is the need of the hour.
Invest in experiential marketing
Even as the era of social distancing is here, brands cannot overlook the importance of in-person experiences. Events will start at some point, even though you can expect them to be smaller. You must gear up your Business Marketing Strategy by investing in experiential marketing once again. This time, you can rely more on virtual technologies to create impressive customer experiences without worrying about safety. Partnering with an experiential marketing specialist is a good idea because they can help you create meaningful interactions that keep the audience loyal and happy.
Storytelling is the new marketing
Even as storytelling has been around in marketing forever, the emphasis gets bigger in a crisis. People look for genuine interactions, and they come with stories rather than advertisements and promotions. Consumers are at home, and outings are limited right now, so they have more time to engage with brands. Stories can help you grab the opportunity and get the audience hooked with your brand. You can create compelling stories about your business, products, and even customer experiences. Post them on your website and social media channels. They drive consumer interest and build credibility for brands, making them a worthy investment today and for the future.
Overhaul your communication strategy
Marketing is not just about selling and branding. It is also about communicating with your customers. As you realign your plans, you will also need to rework your communication strategy. The priorities and schedules of consumers are no longer the same, and the current communication strategy may not work. Reconsider the content you are creating, the newsletters you are sending out, and the approach you have towards customers right now. Think about redoing your content calendar to match customer schedules. Opt for informative and relevant blog posts instead of the regular ones. Switching to new content formats such as videos, webinars, and podcast episodes is a good idea.
Trim the paid advertising channels
Paid advertising is the more expensive form of digital marketing, and you may have to struggle to fit it into your tight budget. While you cannot do away with it completely, consider trimming the paid advertising channels you currently use. Pick business-specific channels that are more likely to fetch relevant traffic. For example, Instagram ads are ideal if you run a beauty product brand. Conversely, you can run LinkedIn campaigns if selling a business-related tool and Google Ads to promote a healthcare facility. The idea is to be where the relevant audience is so that you can steer clear of waste on ad spends with irrelevant clicks.
Marketing in a crisis requires empathy for the customers because they expect brands to be more human and caring. At the same time, it also requires creative thinking to generate ideas and content with high engagement value. The focus should be on achieving more with less because budgets are also a concern for businesses right now. The best approach would be to follow the trends and leverage the power of empathic communication with consumers. The stronger the connections, the better are the chances of making your strategy a success.
You may also like: How to Optimize Your Marketing Strategy Today
Image source: Dreamstime.com
