May 26, 2020
So, we’ve been going through lots of uncertainty recently and I have seen a mixed reaction from my clients and my network.
Some stopped all marketing activity as they thought there were no benefits to continue during a pandemic. But some have been really resilient and taken my advice to carry on but to pivot and adapt.
Now, we need to focus on the ‘new normal’, take our learnings from the last 2 months and put them into practice.
We know that the pandemic will have a lasting impact on business and society, but it’s now time to look at your marketing and evaluate whether it is still applicable to your target audience. Does it still make sense? Does it still fit their needs?
Your customer needs
It’s important to determine what your customer’s needs are.
Have their needs changed? What are they expecting from you? What can you provide them?
During lockdown, people focused on necessities and staying safe. They probably bought things that they would not normally buy. Online shopping soared, and due to convenience, and the fact that the virus hasn’t totally gone away, this may not change.
Match your activity to meet new customer needs
It’s important to remember that meeting your customers’ needs is an ongoing process. Whether it’s two months post-pandemic or two years, you should always…
From monitoring your customer reviews to sending out a questionnaire, it’s never been more important to take your customers’ feelings into consideration. Listening on social media can also be a great way to check how your customers are interacting with your brand and content and your competitors. Then, use what you’ve learnt to tweak your marketing strategy going forward.
People will still be spending lots of time at home in the near future, so create uplifting, inspiring and informative content for your website, social media accounts, paid ads and newsletters. Pay attention to changing trends in your industry and customer behaviour to guide your content strategy. Think about how your customers might be using your products or services and give them good content.
No matter what you sell, communicating with and reassuring the customer is still paramount.
And remember: your customers can tell the difference between a sales gimmick and authenticity, so make sure you’re communicating value every time.
A large part of pivoting your business model will include how you communicate with your customers.
For example, salons and spas have been closed for months, and even once they reopen, customers will want to know what steps they’re taking to protect their health.
Some customers won’t feel comfortable stepping into a hair salon unless they know there are certain health measures in place.
Don’t be too hasty to remove your COVID-19 landing page or health and safety messaging from your website, look at updating the copy with new information to put your clients’ minds at ease.
Addressing what worked during the lockdown may help you to evolve. You may need to pivot your marketing strategy to approach different spending behaviours. Many people have been hit hard financially and won’t have as much disposable income.
Others will have become accustomed to a new way of doing things. COVID-19 has changed the way that people consume certain services.
For example, a school may have to integrate more online learning into their model to attract students who are now used to and more comfortable with remote classes.
Many organisations will be rethinking in-person conferences and other events. Will employees want to travel to huge venues to network with other attendees? Or, will they be happy with an online conference next year?
We don’t know what the future holds, but by pivoting your business model now you’ll be ready.