The COVID-19 pandemic has not only changed the everyday lives of people, but also how businesses must operate. In order for a business to not just survive but excel during these unprecedented times, there must be marketing restructuring. As marketing plans and budgets are being evaluated and redesigned, it is important to incorporate the following considerations.
#1. Tactics and Targets
The marketing plan provides the methods in which the business will communicate with the target audience in efforts to persuade them to purchase the business’s products or service. The marketing plan should also describe key words and information that the business aims to have its target audience perceive it and the business brand.
A marketing roadmap should also be included in a successful and effective marketing plan. The marketing roadmap works alongside the marketing plan in providing the specific plan in which the business marketing team will follow in order to get the business to reach its goals. Depending on the level of expansion of the marketing roadmap, it can also include the specific marketing tools that will be launched. To lay a basic foundation, Heather Schuck recommends the marketing plan and marketing roadmap should thoroughly address the business place, packaging, positioning, product, price, promotion, and people. Finally, the marketing plan and marketing roadmap ensure that the business marketing campaigns and other tools are being utilized in a timely manner.
#2. Research And Evaluate New Emerging Trends
As we shift to becoming a more virtual society, potential clients are spending an increased amount of time viewing screens on various devices. Therefore, companies that increase their social media presence and build digitally will be able to reach more target audience members.
The coronavirus has changed the way we act, boosting our tolerance for screen time for everything from remote work to telemedicine to virtual yoga classes. With people spending more time in front of screens, making online purchases and forging digital connections, there are countless opportunities to refresh your business strategy to deliver on your brand promise. As part of your post-COVID-19 marketing strategy, use virtual product demos, videos and engaging online experiences to humanize your brand and speak to your customers’ concerns.
#3. Update Key Digital Marketing Platforms
Now is the time to make sure all digital marketing tools are properly utilizing data. Business target audience members should be found and influenced to purchase the business services or products by hyper-targeting tools, relevant content, and connectivity. In order to achieve this, the business marketing materials, and particularly, the digital platforms, should be renovated and refreshed. The business website may be the first interaction the target audience member has with the business. Depending on the referral source, the target audience member may be directed to the business website from an internet search.
It is crucial, therefore, that the business website is high ranking on search engine platforms. The business website SEO drives more traffic to the business website and potentially converts more business. Business website SEO generated traffic is more effective than ad-generated traffic because SEO-generated traffic will have the business appear when the target audience member is specifically searching for the product or service, rather than appearing in an advertisement during a random or low-interest time.
In addition to the SEO, the business GMB (Google My Business) listing should be thoroughly updated. The contact information should reflect any changes made in response to COVID-19.
#4. Increase Social Media Presence
Social media has been a solid marketing platform for several years. With a growing number of people spending more time on social media than they normally would, social media is an even more important channel for businesses to communicate to its target audience. Posting on a regular, consistent basis with engaging content, as well as promptly responding to client and target audience inquiries in an excellent way to reach target audience members. Social media calendar documents are an excellent way to maintain consistency in social media presence.
In addition to posting basic information about the business, such as the hours of operations and products offered, the posts should include new promotional items or services, campaigns, and important changes in the business.
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#5. Integrate Transparency In All Business
Consumers are being even more careful and strict on what they spend their money on. If a business is not honest and open with the state of their business dealings, purpose, environment, and support, consumers are less likely to support the business.
It should not take an investigation or public outrage for consumers to find out these important factors about the business. All releases from the business should be very honest and opening, and open to hearing the concerns or responses from its target audience in what is important to them and how they can best be supported by the offerings of products and services from the business. There are resources available on ThrivePOP’s website such as free social posts and press release forms to navigate these releases.
Although COVID-19 may have placed a huge damper on the year 2020 and future years to come, businesses can still thrive. Use this time to implement these principles in the marketing plan to set the business up for continued success.
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