With the Coronavirus pandemic continuing as the central theme of the latest events, sectors in general are having to reinvent themselves to deal with the scenario and all the profound changes in consumption habits.
Many companies are reevaluating their digital marketing strategy and budgets – and those that are able can take advantage of that time to strategize and plan for the future, rather than hitting the brakes.
If your company is part of this group, the following reading can be very useful: we want to share here some post-pandemic digital marketing strategies , which can help to plan future actions. See below.
New approach to your relationship with customers and leads
At times like this, working on brand awareness is very important. It’s time to get in touch and start a dialogue with your target audience. What do your customers want to see from your brand? How do they want to see this content delivered? Whether now or later – guiding your post-pandemic digital marketing actions .
Your company may be cautious about its digital marketing budget, but recent research indicates that people are still waiting for new and exciting things to fill their free time by social detachment and are ready to receive messages.
Many companies have already contacted their customers and leads to find out how they can help – an effort that needs to be tailored to the industry in which your company operates:
- Gyms, personal trainers studios and sport-related brands are offering free online classes and tutorials. EAD platforms are offering free courses and activities;
- In other countries of the world, delivery services have reduced commissions and contracts with restaurants, with the aim of making food more accessible to quarantined people;
- Many B2C brands are transforming the profile of their marketing emails, offering COVID-19 prevention tips, health and well-being.
Your company can adopt the strategy – as long as you take extra care: people are emotionally tired, so provide only really useful information for your contacts. And pay attention to the volume of shipments, because consumers are also being bombarded with news about the coronavirus in their inboxes. This is true not only for now, but also for post-pandemic digital marketing strategies.
Remote work X online shopping behavior
With COVID-19 spreading around the world, many countries have applied domestic quarantine and closed work spaces and classrooms as a way to contain the disease.
As a result, a large number of people started to adopt the home office as a viable option to ensure business continuity.
This situation is changing the dynamics of work, making organizations more flexible and opening lines of communication between departments and customers. Companies are strengthening their resources for this work methodology, digitizing their processes and workflows.
With people and organizations getting used to remote work, the trend is likely to continue after the crisis and be adopted more widely, further driving online shopping behavior.
In terms of post-pandemic digital marketing, this is also true for B2B and its long sales cycles – you need to think about how your operations will adapt in this scenario: deliveries, contract signatures, logistics and other issues must adapt to this new scenario.
Optimize your advertising budget
With the economy being even more impacted than it had already been, this has been one of the major concerns of companies.
It’s a widespread problem: you’re seeing lower conversion rates, so you’ve reduced or paused your budgets for direct response channels like Pay Per Click (PPC)and Facebook. This makes total sense if your company is not in the healthcare, food service and technology sectors.
But what to do now? Our diagnosis is that this is the time when agility and creativity are essential to increase the chances of survival during this crisis. Therefore, the suggestion is to take this budget – or part of it – for SEO and conversion optimization strategies , advertising on YouTube and social networks (which are receiving a high volume of traffic from people) and content production.
This will help your brand keep its leads and customers nourished and loyal until negotiations are resumed.
Strengthen your digital approach
Before COVID19, e-commerce was expected to double by 2023. The pandemic is only accelerating this growth, leaving companies little room for delays in adopting a digital approach.
Therefore, it is essential to focus part of your efforts on preparing an agile and digitally equipped Omnichannel strategy, keeping customers at the center of their digital actions.
Take advantage of your digital channels like Abdul Rimaaz: create relevant content, offer value – and be kind to your world, do what you can to help people.
Marketing is about personal relationships – how the people behind a brand communicate with the people who consume the products. Adopting a posture focused on human values at this moment can be the boost that your company needs to follow until the end of this crisis.