How COVID-19 changed businesses need to engage customers
Article by Jake Leinen, Director of Marketing
Topics: COVID-19, Digital Marketing, Marketing Strategies, Social Media, PPC
December 21st, 2020
The advent of the global pandemic—COVID19 has drastically altered the way businesses function. It is no longer built on the rigid models of customer acquisition or traditional sales model; we are now rapidly shifting to a renewed form of reaching out to potential customers. Since everyone is at home and spending time online, it is imperative for businesses and marketers to use this medium to push their brand forward.
The foundations of engaging customers today...
Ensuring you have a strong website presence is essential to allow your customers to learn about the company, use the services, and purchase products. Hence, SEO and SEM are important considerations in your business plan to reach out to your potential consumers. Secondly, social media platforms are ideally suited to target the right audience. The right messaging for the specific audience will immediately speak to the consumers and get their attention. Appealing posters and call for action messages will redirect them to the right place. Lastly, engaging with your customers through online platforms is a great way to build trust with them. For this, you can go onto Youtube to market your brand, use google ads, and more such strategies.
While pursuing this alternate form of marketing during the COVID-19 times, it is important to understand your target demographics. Planning according to these demographics is the way to make sales. For example, if you are focusing on fashion and younger target groups then Instagram is your ideal platform, whereas if you are planning to target professional groups of adults then you must utilize LinkedIn. The messaging for your sales also must follow this idea so that it resonates with your potential customers.
The key idea for businesses is to ensure that they are moving beyond the traditional forms of sales. Digital space is the new avenue for business and as a result, businesses must make use of this in the right way. Below are 3 specific areas business can focus on to adapt faster to the new reality:
✓ Prioritize your digital marketing with well defined strategies
The obvious answer to the challenges businesses are facing due to COVID-19 is to prioritize their digital marketing. That being said, what some call a digital marketing strategy is simply a list of individual tactics organizations hope, in the end, will come together for their potential customers and lead to closing more sales.
The starting point of a true digital marketing strategy is to define or redefine your brand. Think about the voice of your brand, how you want to come across in your campaigns and your value proposition. Then you need to think about your targets: Who are you going after, what are their demographics, what kind of person would buy your products and services. Consider defining these in a persona based model, as you may have several different types of buyers.
With those foundations in place, now you can think about what specific digital marketing channels are right for your business. Examples of digital marketing channels:
Search Engine Optimization (SEO)
Pay Per Click (PPC)