Posted by Aldert van Nieuwkoop
Here are the most effective marketing strategies you can take to re-evaluate your marketing plans during challenging times.
Be ready to react to the reaction: After the initial shock of a new situation, consumers will react and create new trends, such as online shopping and social media behaviour. Adjust quickly; even if it is initially not ideal, clients are forgiving!
Be Brand ready: Is your brand updated and ready for the new normal? Is it E-friendly? Given the pandemic, and for the foreseeable future, there is limited physical engagement, word of mouth and socializing. Is your brand attuned to leave that lasting impression and keep you top of mind? Can it represent your business (virtually) as you would do personally, does it portray the right image and personality?
Find new opportunities: Are there new markets that have opened up? Can you change your product or service offering to address current needs? Can your skills and/or production equipment be used to support a changed need and make a profit?
Support your community: With unprecedented changes come unexpected situations and suffering. Be a good corporate citizen and help where you can. Throughout this pandemic, we have seen incredible support for local and independent businesses. A friend in need is a friend indeed! You will build a stronger brand and leave lasting impressions.
Offer convenience: Adapting to the new normal by offering convenience brought on by the pandemic. Curb-side pick-up, local delivery, online shopping, virtual shopping experiences, virtual communication etc.
Don’t curb marketing spend, redirect it! Now is not the time to go quiet and disappear. Redirect marketing spend to what works today. Paid ads, Search campaigns, aligning social media channels, build audiences and a following, have e-commerce ability, build your digital presence and signature.
Be ready for the future: We are getting used to dealing with major change. Learn from this process on how we (successfully) adapt and be ready to do it again! The pandemic, and with that the cause and effect, is an ongoing evolution we need to be ready for. Will there be a 2nd wave? What is our economic future and how do we position and prepare ourselves? Develop a strategy a roadmap.
Online Marketing Strategy: With the onslaught of digital marketing comes the ability to measure and analyze. There is much more data available. Use the data to adjust and fine-tune!
Think before you cut (your marketing team): Cost savings by reducing your marketing resources will backfire! In the virtual world we live in today, being marketing savvy and ensuring brand presence and awareness is a must. If you don’t do it, your competitor will…
Do it right: Managing your brand and ensuring your brand is visible will continue to play a key role in reaching your business goals. Doing this professionally, using experienced and capable people, resources and tools, will make your brand stand out from the rest. Your brand is your companies’ image and personality, if it looks bad or out of place, your target markets will perceive it that way!
Don’t stay idle. Build a foundation for the future by adapting your marketing strategy for the world that comes after by leaning into community, brand building, and timely insights.