There’s no doubt that COVID-19 has taken its toll on businesses across the globe and has presented them with a whole host of challenges throughout 2020. Thousands of CEOs have been forced to restructure their operations in order to ensure the safety of their employees while keeping the lights on.
It’s also fair to say that the pandemic has exposed the lack of sustainability in many company's business models, forcing companies to evolve across the board.
Marketing strategy of course plays a huge part in business growth. Here, we have a few tried and tested tips to get business back up to speed in a post-pandemic world.
Don’t wait around
We get it, making business decisions in this environment is absolutely terrifying. It’s always worth investing time and resources in exploring all of your options before deciding which direction to go in.
That said, dragging your feet for too long could in fact be just as bad as making a wrong move.
Our advice is to get started as quickly as you can using the information you have available, and rectify any mistakes at a later date.
Sure, your strategy may not be exactly stellar when it comes to first implementation, but there’s always time to adapt messages and materials depending on the response you receive from your clients.
The key is having a plan and clear targets set so that you’re able to objectively measure how well your marketing strategy is working as you go.
Take stock of your resources
You know what they say, keep your friends close and your competitors closer. That’s right your rivals truly are one of your greatest sources of information.
It’s worth checking out which marketing channels are working well for them, and also evaluating which ones have been most effective for you.
You may have to downsize your resources post-pandemic, so figuring out where best to continue investing is more important than ever.
Why not encourage your marketing department to conduct an analysis of historical data from previous marketing campaigns? That way you can figure out which generated the most leads.
Customers are also pretty receptive right now, so you’re likely to get a good number of responses from any satisfaction survey you send their way.
Modify to move forward
You may have been rolling out the same offers year after year, but as convenient as that may be, they’re unlikely to be relevant to the current market.
That doesn’t necessarily mean you have to invest in a specific post-pandemic Christmas campaign. However, if you’re wanting to save cash, it’s worth taking the time to produce flexible marketing messages so you’re not forced to continuously pay out every time there are changes are needed
In addition to that, it’s also important to ensure that your offers align with the times and don’t in any way contradict any safety measures.
Your calls to action (CTAs) should also be a little less forceful. For example, instead of “Get yours today!” you may highlight the fact that customer safety is your top priority.