It’s no secret that we can feel COVID-19’s impact across the globe. But for businesses, the effect is especially devastating, particularly with regards to marketing and reaching your ideal customer. The coronavirus pandemic changed how we live daily, with new scenarios and circumstances changing regularly. When it comes to business growth and marketing strategies, adjusting to the new normal is both necessary and difficult.
How exactly has COVID-19 changed how you market to your target audience, and what strategies can you use to keep your business growing?
Shift from In-Person Marketing
Before the pandemic, many businesses thrived and relied on foot traffic and in-person sales to make and sustain a profit. However, with the state and nationwide stay-at-home orders, it became clear that those in-person strategies had to be adjusted and, in some cases, abandoned.
Does your business rely heavily on foot traffic and in-person transactions for revenue? If so, you know that change was necessary to stay afloat. Several successful strategies with this change include offering curbside pickup and delivery options if possible and running promotions on gift cards for a future purchase or service once the restrictions were lifted.
Without in-person traffic, online marketing becomes a necessity. Arguably one of the most significant ways that COVID-19 has affected marketing has been the emphasis on internet promotions and outreach that many businesses (maybe even yours!) have needed to implement to stay afloat.
Depending on your service and target audience, harnessing online marketing looks different. Social media, informative blogs, email marketing, and short-form video content are all proven tactics for staying top-of-mind with customers. If you’re using social media, consider adding Instagram or Facebook Live videos to your marketing tool belt. These features are especially effective at targeting your ideal customers as they are more likely to see and engage with your content while working or staying primarily in their homes.
Know and Change With Your Audience
Finally, knowing and understanding your customer’s needs is more important than ever. The pandemic’s impact has left millions of people without jobs and living on less income than they were before the virus hit. This means that certain products and services might now fall into a “wish list” category rather than a “must-have.” Take the time to consider what your customers truly value and need during this time. Social media is a great and relatively simple way to do that. Are there ways you can adjust your business model and product offering, even temporarily, to help make your customer’s lives more manageable as it relates to your industry? If you own a hair salon, can you make short hair tutorials on YouTube? For retailers, can you sell face coverings alongside your other products? Get creative and explore new options.
Want recommendations on how to adjust your marketing strategies in a post-Covid world? Call or email us today. A lot of things have changed, and digital marketing is more important than ever!