The world is changing incredibly quickly, and that means your company’s marketing strategy must change, too. Use these guidelines below to develop the best strategy for a post-COVID world.
For better or, more likely, worse, 2020 was a global reset for nearly every industry around the world. Businesses had to think fast to develop new and creative ways to work around closed physical locations, staff cuts, and a market that had its confidence pulled out from under it. Now that the end of COVID-19 appears to be looming on the horizon, business owners who made it through the worst of it all are now looking for ways to transition and regrow in a post-COVID era.
Building a business back to what it once was is no walk in the park, though. It takes ingenuity and a dedicated marketing strategy to show past consumers that everything will be ok and that you’re working through these troubling times. In a post-COVID era, though, this will require a holistic approach that addresses multiple layers of marketing. This is because modern marketing strategies for the post-COVID era won’t be able to fall back into their old strides. Here’s why.
Post-COVID Marketing Must be Current
Back before the world went into lockdown, it wasn’t uncommon for marketing teams to prepare campaigns and strategies well in advance. This allowed them to stay ahead of the curve and have something ready to go as soon as the previous campaign ended. By doing so, brands could continue to grow throughout the year.
Unfortunately, in an ever-changing world, old campaigns may no longer be relevant, and the information may not even be accurate. Even if marketers try to market with COVID-19 in mind, they must first ensure that the information will still be current once the campaign goes to market. This means that strategists have to think quickly to get content out before the situation changes.
Focus on broader trends and keep your nose to ground for any recent changes. Switching to a fast-paced social media or blog based strategy will allow for in-the-moment marketing that should work around the need for constant fact-checking before publication.
Post-COVID Marketing Shouldn’t Be Blind
While it might sound better to avoid the topic altogether since the situation is continuously changing, it’s impossible to ignore the elephant in the room. The entire world has just endured a scarring trauma, and no one has escaped untouched by it in some way, shape, or form. While we may have all learned ways to exist around the virus, until a verified vaccine has been tested and released, it’s here to stay, as well as the social changes it has sparked.
If you attempt to ignore the topic completely, your marketing strategies will likely come across as tone-deaf. If your business is centered on physical locations, be transparent about how you are implementing safety measures to protect your customer base. The world is more aware of healthcare and health safety than ever before, so if you show that you are working to keep your clientele safe, they will feel more at ease using your services. Of course, your marketing strategy doesn’t have to revolve entirely around COVID-19, but consumers will appreciate that you are taking their needs into account.
Post-COVID Marketing Should Be Tone Conscious
The tone of your marketing campaign matters now more than ever before. As we said, COVID-19 has been traumatic for nearly everyone in the world. As lockdowns begin to lift and people start trying to return to some semblance of normalcy, some people might find it a joyous time for celebration; for others, it might be scary. Therefore, you ought to be aware of what tone your advertising sets. You want to show consumers that things are on an upturn but going too far with a celebratory tone can create the tone-deaf effect mentioned above.
The best advice we can give is to be conciliatory without being gloomy. Like so many other companies have done, showing a more human side to your brand is a great way to share that you are just as much a part of this whole thing as anyone else. Try to find a balance and stick to your locality. Listen to what your consumers have to say and build off their responses. This is a time for community, and your brand should be just that—a community built around what you have to offer.
Post-COVID Marketing Should Be Cautious
This should go without saying, but unless your business managed to scrape by the pandemic relatively unaffected, this is a time to be a little more cautious. Manage both your finances and budget carefully and work to regrow a little before taking on any big risks. Bringing in new clientele and increasing sales should be your main focus right now. Think about long-term strategies that will help you get your footing back, and then in the future, you will have the means to take larger strides towards success.
Engaging with your consumer base through social media, blogs, and SEO content is a great way to find new audiences and build a group of people loyal to your brand. Be smart, do your homework, don’t go overboard with your marketing, and your business, just like the world, will slowly start to recover. Be assured that things are slowly getting back to normal, and who knows, maybe this was the reset we all needed.
Finding Help with Your Marketing Strategies
If developing a tone conscious and current marketing strategy that’s not overly ambitious seems like a large bill of order, know that you’re not alone in this. Our experts at Enidan Marketing are prepared to help you create the optimal marketing strategy to get you back on track to future success. We understand that, just like the consumer base, companies have also lost some of their confidence. Now is not the time to mess up a marketing strategy, so let us help where we can. To get set up with one of our marketing experts, reach out to us by phone or email. We can’t wait to hear from you!
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