Marketing strategies have always been designed to combat challenges. And the “fallout” of COVID-19 has been quite a challenge for many businesses around the world.
We don’t know what the future holds for COVID-19, but we do know that it changed the way we do business, and in some cases, that change has stuck around, as has COVID-19.
So what’s a business to do in the wake of COVID-19?
Implement pandemic-proof marketing strategies, that’s what!
Here are five of our top “pandemic-proof” strategies to keep your business healthy in the midst of a “sick” economy.
1. Focus On Your Current Customers
The pandemic made it difficult for some businesses to bring in new customers. If that’s you, then try focusing your efforts on current customers before you double down on prospecting new ones.
Your existing customers aren’t immune to change, which means their lives and businesses changed, too. And when lives change, so do needs. Figure out what your customers need now, and market to those needs.
Treat your current customers with extra special care and bank on loyalty paying dividends in the future. People remember how they were treated in the midst of tough times, perhaps more so than any other time. If you can afford it, go above and beyond in any way you can, whether that’s offering refunds on pre-paid memberships or offering discounted rates for current customers, your goal is build loyalty and strengthen current relationships in any way that you can.
Think long term and err on the side of kindness. Remember, every business is a people business, and people respond to kindness.
2. Make ALL Of Your Business Easily Accessible Online
Most pandemic-proof marketing strategies revolve around digital tools. And while you might have components of your business operating on digital platforms, it’s important to make all parts of it accessible on online. If you don’t have everything easily available online—either on your website, social media, app, etc—then get it moved over ASAP! It’s so important to embrace the digital landscape, especially in these post-pandemic times.
Communication on digital platforms is a must. It was important before COVID-19, and then the pandemic showed us just how important—and powerful—it can be. But you have to do it right. Evaluate your digital platforms (or lack thereof) and determine what you need to revamp.
Website
Is your website up-to-date? Are all the pages functioning correctly? Where can you add value to your site? Are there tools that you can add to your site that would make it easier for customers to use or purchase your products and/or services?
Social Media
Re-vamp your social media efforts. Whether it’s good for society or not, people are on social media more than ever. Take advantage of the increase in potential impressions and start delivering useful, quality content to your target audience. This is a key touchpoint where you can really engage and connect with customers like never before.
Email Marketing
Up your email marketing game—or start playing the email marketing game… if it makes sense for your business. Email can be a powerful touchpoint for some businesses, and great for funnel building and marketing automation tactics.
Video Conferencing
Invest in equipment that helps you present yourself in a professional manner on-screen. Professional-looking backdrops. Microphones. Quality web cameras. Those are some of the basics. (If you really want to go above-and-beyond, look at custom-branded filters to really set yourself apart on-screen.
Be sure to also do some research on effective speaking tips for video conferencing. A little bit of technique and awareness of how you look and sound on-screen goes a long way.
Apps
If you don’t already have an app, consider whether your company would benefit from an app or web-based application tool. Would that fulfill a critical need for your customers? Would that give you a leg up on the competition? Would it set you up for long term gain in the digital space?
Whether you’ve got (or want) a native app or a web-based app, apps can be expensive to maintain. Weigh the costs and figure out which one—or if neither—adds value to your business.
3. Invest In Digital & Social Media Ads
So you’ve got your business up and running online, but now you need more potential customers coming to your site or downloading your app. It’s time to invest in digital ads.
Whether on social media or search engines, most businesses have to pay-to-play on some level. You’re either paying for new content or you’re paying to promote that content, and most businesses have to do both to be successful online.
The pandemic has created a larger online audience, and that means greater ROI on the money you do invest in online advertising. If you’re putting content out there, why not maximize the value of what you’re putting effort into? Let people know your business is still chugging away and open for business, even if that’s virtually open or modified in-person contact—let people know you’re still “alive” and ready to serve them well!
4. Run Exclusive “Pandemic Promotions”
If you want to catch people’s attention, then run a promotion. And what better promotion than a pandemic promotion, right? All jokes aside, promotions can be a great way to engage current and potential customers. At the end of the day, people want to know “what’s in it for them.” A promotion is often an indicator to a customer that they’re getting some sort of extra benefit out of the deal.
Promotions can be a great way to stimulate sales and, ultimately, cash flow during a slump or downturn. Make sure you run the numbers to ensure you come out on top, whether short term or long term. Understand your promotion strategy and determine how you want to execute.
Get creative with what and how you promote. Maybe it’s a discount or a giveaway or a rewards card. Whatever you go with, add some level of urgency to it by assigning a time limit to the deal. Promote the deal across key platforms and run targeted ads that urge people to take advantage while they can.
5. Revamp Your Communication Strategy
So many things changed after COVID-19, including how and when we communicate. That means that a critical element of your pandemic-proof marketing strategies needs to be reevaluating your communication efforts.
How has communication changed with your customers? Think about the timing of what you send out. Has your customer base shifted to a 4-day work schedule? Are the majority of your customers working from home? Hybrid work? Are you seeing an uptick in users at night? Or from a particular region?
Look at the data to see how their communication patterns have shifted and calibrate your marketing communications to accommodate their new normal. This could mean sending out your weekly newsletter at a different time or changing which platforms you communicate with your customers on.
If you really want to streamline this process, then conduct a survey to see where your customers “are” in terms of platforms and what your customers need now in the wake (and midst) of COVID-19.
Pandemic-Proof Marketing Strategies Must Be Customer-Centric
Always craft your pandemic-proof marketing strategies around your customers. The best marketing is customer-centric. It should serve the customer, first and best. That’s the number one thing to take from this article. As we’ve implied from the very beginning, any change for your customer almost always dictates a necessary change in your business and marketing strategies. COVID-19 changed a lot of things… so there might be a lot of things your business needs to change.
So here’s to a healthy world and healthy businesses… stay safe and prosperous, friends!