COVID-19 shook the world in a number of ways, and businesses are now starting to build themselves back up. But while lockdowns are now lifting and a new normal is on the horizon, there are still changes that businesses need to adapt to and accommodate in order to thrive. Here are a few suggestions of how companies can update their marketing strategy post-pandemic for future success.Â
Experiment with new social features
Social media should be a core element of any business’ marketing strategy, but there have been a host of new features popping up on different channels that businesses should be making use of in the next normal. For example, Instagram Reels launched last summer and offers the opportunity to post short-form video content.Â
Likewise, TikTok for Business is a channel that companies can take advantage of to connect with customers and build brand awareness. Post-pandemic, companies need to invest into a strong social media marketing strategy and create engaging content for their audience members, both new and potential. But experimenting with new features or platforms you may have previously neglected can open up new opportunities and a broader reach.Â
Invest in printÂ
Now that we’re going out again and customers are once again hitting stores and outdoor spaces, there’s an opportunity to showcase your brand, products and services in print format. More people will be able to encounter your advertisements, whether it’s flyers, posters or billboards, so it provides a great opportunity for businesses to step up their marketing game with innovative print collateral.Â
Interestingly, since many businesses are focusing their efforts online, the landscape for print media is more open to businesses looking to invest in it, which can be a benefit to companies who don’t want to worry as much about the competition. If you’re calculated about the location and type of print media you choose, you can enjoy great success with it. One way to achieve a combination of print and digital is to use QR codes that can be added to flyers or leaflets for cross-platform marketing.Â
Focus on communication with existing customers
The economy has taken a hit over the past year, and as a result, many businesses have struggled to bring in new customers. Taking the time to reach out to, and engage with, customers is crucial now, particularly existing customers who are already familiar with your brand.Â
Your communication strategy needs to be adapted in order for you to appropriately meet the new demands and needs of your customers, so take advantage of email surveys, reviews and feedback to gain a thorough insight of their pain points, uncertainties and priorities. One way that businesses can adapt to ensure that communication is maintained properly is to automate the sending of emails and similar campaigns, ensuring efficiency and consistency. But it’s also vital that the content you produce speaks to your audience and caters to their fears or concerns.Â
Utilise ads
With more people using social media, the ROI for PPC ads for a host of sectors has increased significantly. It offers a great way of reminding people of your business and shows people that you aim to be a central part of the new normal. While startups and small businesses may have once found ads too expensive, now is the perfect time to test the waters of ads.Â
Facebook ads, particularly, are affordable at the moment and can be tailored easily to help you scale your business and boost conversions. With Facebook ads, you can make use of granular targeting features to reach customers based on a range of factors, from gender and location to hobbies and interests or even profession. The pandemic has lowered the CPM of ads, making it an affordable option that can be highly effective for businesses of all sizes.Â
Final thoughts
Adapting your marketing strategy to the current environment will not only help you get your business back to pre-pandemic levels but it can also help you gain a head-start against your competitors. At the core of a post-pandemic marketing plan is prioritising your customers and their needs, considering how these may have changed over the past year and how your business can relieve these pain points.
