How to Refocus Your Marketing to Adjust to The New “Normal”
For the first time since February 2020, the majority of America is beginning to return back to some form of normal. By normal, we mean to stay at home orders are lifted, businesses are opening their doors again, restaurants are allowing dine-in, and people are slowly beginning to travel, albeit short distances.
However, things are not normal and probably will never return to how they were before COVID-19.
There is a new normal, and we expect it to remain that way for quite some time.
So, what is this new normal? For businesses, this means that consumer's buying habits have changed. Consumers are hesitant to leave their homes, even with stay-at-home orders lifted. If consumers didn’t realize it before, they now realize that just about anything they need could be ordered online. They also don’t have to go into physical stores to interact with their favorite brands; they can do it all online.
There is so much to learn about this new normal, but what we do know is that you will have to alter your marketing plans to adjust to the changing times. Brands must focus on two things in their marketing strategy: brand survival and adapting to limitations and demands of these uncertain times. Here are some things to consider:
Decisions made based on data
Doesn’t it seem as if every time we turn the news on something changes? As a business owner, it’s hard to keep up with the changes. What’s true? What isn’t it? While it is important to stay in tune with the news, understand that, as overwhelming and unstable as things may seem, one thing that holds true and reliable is your business’ data.
Rather than making marketing decisions based on the latest news and updates, look into the data of your business. The thing about data is it's based on your brand and your brand only. Every brand is different; especially during these challenging times. Everyone’s path to success will look different, and the only way to really build a successful marketing strategy is to use data and make decisions based on those insights.
Make customers a part of your marketing team
As social media continues to play a powerful role in our lives, consumers are now using it as a creative outlet.
Consumers are sharing their latest purchases and how they are using those products in their daily lives. If you have customers who are sharing your products or services online, use this content in your own marketing!
This is called user-generated content and it has become a powerful marketing tool.
User-generated content is so effective, especially during these times, because it is content created by a third-party. User-generated content is essentially a review of the product or service.
While building your new marketing strategy, consider including user-generated content as a way to share great content that engages your audience with no investment.
Make use of the virtual trend
The future of events is virtual. At least for the near future. If your brand hosts several events throughout the year, now is the time to focus all of your attention on virtual events.
Virtual events can actually be more effective than in-person events because you have a larger reach.
Virtual meetings might seem odd to some, as you are meeting with others through a screen, not face-to-face. But, now is the time to adjust! We don’t see virtual events going anywhere anytime soon.
Some things brands are doing to host virtual events are creating and sharing YouTube videos. Video content is HUGE right now for marketers, as consumers are spending more and more time on social media. Video content is also more engaging; meaning consumers are more likely to engage and take action through a video rather than a simple graphic or copy post on social media.
Be open and transparent
It’s no doubt that right now, we are all experiencing some challenging times. You might be wondering what brands are to do as there is so much false information that seems to be changing at every moment. The best thing you could do as a brand is to be open and transparent.
When creating your marketing strategy, be considerate of those customers who are not yet ready to be surrounded by others. You will still have to cater to them in order to keep their business.
For those that are ready to step out into public and go about their days as they used to, let them know what kind of safety precautions you are taking to keep them and your staff safe.
Who will be around for the new normal?
Unfortunately, not all brands will get to see the new normal. Many brands will remain stuck in their ways and won’t alter their marketing strategy as we adjust to the new normal, and those are the brands that will not make it through these tough times.
As a small business ourselves, we are here to tell you, these are challenging times, but you are not alone!
At Joseph Studios, we have the knowledge and tools you need to build a successful marketing strategy that is designed to adjust to the new normal.
So, let's analyze your data, build a strong marketing strategy based on that data, let’s build strong relationships with your audience during this time and let’s take this new normal as a new opportunity!
Ready to get started? Contact our team today!