Adapting to Post-Covid 19 Marketing Strategies

Stating the obvious, 2020 was a year to remember (or preferably, one we all would like to forget). The pandemic was devastating to many businesses, especially small and mid-sized ones. Some didn’t make it and are now closed for good. However, among chaos comes innovation as businesses look for new ways to market and sell their products and services, creating new marketing strategies to reach customers.

As States begin reopening, many of the hard-hit businesses are struggling to get back on their feet. While some companies who tried to maintain some semblance of ‘normal’ weathered the storm and are now looking to other marketing tools and approaches to rebuild their businesses and succeed. Those who actively marketed their products through this crisis are probably in a better position to gain back the lost marketshare.

In the next few months, I predict that there will be an influx of marketing efforts to sway and win new customers. With many businesses shuttered, the marketplace will have less competition and for those entrepreneurs that have the resources and the guts, they will find themselves in a very good place.

We have already witnessed a huge change in buying patterns by consumers. Online shopping has become the norm for most shoppers today. The digital consumer era has been sped up due to Covid and marketers must adapt quickly to stay ahead of the curve.

Here are some tips your company may want to consider moving forward in 2021 and beyond.

1) Don’t forget about your current and past customers. That relationship has already been established. Look for ways to specifically reach out to them, the more personable the better. Create customized specials and/or marketing messages just for them. Remember, a phone call, even in today’s digital world, can make a huge difference.

2) Bolster your online presence. If you haven’t checked out your website lately, now’s the time to take a hard, extensive look at it. Customers today use your website to evaluate your products and services almost exclusively before making a buying decision. Make sure that your website provides access to those products and services… as well as making the overall visit to your site an easy and enjoyable experience.

3) Shift advertising dollars spent on traditional media to online. The internet is where it’s at… that’s where your customers are. Reach them through digital ad campaigns with sales, specials, product updates and news about what your company has to offer. Keep it short and to the point… don’t try to stuff everything into one communication message otherwise it will render it ineffective. Make a plan and create a budget amount for this form of marketing.

4) Develop special promotions that reach potential new customers. There is a wealth of information available today via the internet and through digital marketing companies where you can find new customers. Utilize this information to create advertising campaigns that target this demographic.

5) Stay in contact. Monitor your daily social media platforms and inquiries and make sure you provide a response to any questions asked. In addition, you should also monitor your product reviews on a weekly basis and if a response is required, keep it positive. Don’t get into an online pissing match with customers.

6) Be flexible. Not every marketing campaign you create will have the success you might expect. Be open to change and adapt your advertising strategies if things aren’t providing the results you anticipated.

7) Value the brand. Your brand is the extension of your company and what it offers. Today’s consumers are more savvy than ever and if your brand identification doesn’t resonate with them, they may look elsewhere with the click of a mouse. Product brands and what they signify are important to consumers, help your brand standout by ‘humanizing’ it. Make your brand approachable and friendly with simple messages in terminology that is easy to understand from the customers’ viewpoint. Sprinkle in some humor to your marketing or something your company might have done for a charitable organization. It doesn’t always have to be sell, sell, sell.

8) Continue your marketing efforts. Remember, marketing is a marathon, not a sprint. Develop an annual plan to reach customers and stick to it. Continuity is key.

As the country begins reopening, there will be a mad dash by companies to recapture market share that was lost during 2020. The businesses that do survive Covid-19 will be the ones that have adapted their marketing strategies that match consumer’s expectations.

The pandemic will end, as all things do, however the way we market our products and services has been changed forever. Much like how 911 changed how we now travel, the Covid-19 epidemic has altered how we conduct business and will effect how we sell our selves for years to come.