How To Adapt Your Marketing Strategy During COVID19
The needs of your target market are constantly changing, so it's important to follow the trends and modify your business strategy accordingly. One way to engage with your customers in these uncertain times is to tailor your marketing plan to their needs. We spoke to small business owners and marketers to find out the top 10 ways to adapt your marketing strategy during the pandemic.
What is a marketing plan?
A marketing plan is the overall strategy on how to communicate with your target audience and get them to buy your products or services. Although marketing plans can range from simple to comprehensive, they should include relevant information about your brand and how you want your customers to perceive you.
Heather Schuck, founder of TheSchuck.Agency, told business.com that "a comprehensive strategic plan will not only include the company's current position in the market, but also a roadmap of where it wants to be and when." . vary by industry, there are seven things you need to consider the most: product, price, promotion, location, packaging, positioning, and people. »
When promoting your products and services, it is important to follow a marketing plan to stay true to your brand. However, the marketing plan is a living document that must be adapted to the current needs of your customers. For example, the coronavirus crisis, recession and civil unrest have caused drastic changes in consumer behavior and your business needs to adapt its marketing strategy to current consumer needs.
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The economy and the market are constantly changing, forcing your consumers to buy at different stages. How you direct your marketing efforts to meet those needs can make or break your business. Instead of continuing to do business as usual, which your customers might find a faux pas, or overextending and overloading your customers with boring information, there are great marketing strategies you can use.
We spoke with small business owners and marketers to find out the top 10 ways to transform your marketing strategy and engage your audience during the current economic crisis.
1. Highlight the true relevance of your product or service.
As consumer needs change, the relevance of your product or service may also change. It's important to emphasize how important your brand is to consumers and how it can enrich their lives. This can mean shifting the focus from one product to another or highlighting the unique ways your current offering can meet your audience's needs.
“When it comes to messaging, between a pandemic and a potential recession, executives and brands have the opportunity to engage even more with interested consumers and focus on the true value of their product or service,” said said Paige Arnoff-Fenn, Founder and CEO. . connoisseurs and bumps.
2. Respond to current consumer needs.
“Focus more on meeting consumer needs and helping them deal with the reality of the pandemic rather than overtly promoting what you offer,” says Linda Popal, marketing consultant and owner of Strategic Communications. . "I've seen a number of SaaS and software vendors offering free subscriptions for a limited time [and] some outlets have removed firewalls to allow access to virus reports etc."
It can increase brand awareness and loyalty by offering helpful tools and thoughtful promotions. Consider how you can help your customers make a purchase by promoting online services, offering delivery, or offering live chat and support.
3. Increase your digital marketing efforts.
Your customers are online, so it's important that you are online too. Focus on digital marketing like paid advertising, search engine optimization (SEO) and email marketing. Keep your website fresh and focus on establishing yourself as an influencer through blogs, videos, social media, and other digital content. If your marketing budget is tight, consider hiring a social media marketer or influencer to boost your online presence.
4. Modify your email marketing campaign.
Businesses need to focus on customizing their email marketing campaigns to meet unique customer challenges. Instead of sending the standard email content you always deliver, change the tone, content, and frequency to meet your customers' expectations. Keep brand in mind, but understand how your emails benefit your audience.
“For example, the closure of a daycare does not mean that a parent no longer needs help caring for their children,” Shook said. "Don't waste this email by sharing the updated watch for the third time. Worth as tips for fun ways to use the alphabet while cooking dinner. This value-added communication won't scare your customers, it will attract them to you."
Chances are most of your audience is on social media, so use that to your advantage and join the conversation. Focus your marketing efforts on the social media channels (like Facebook, Twitter, or Instagram) that attract the most customers. Instead of trying to make a serious sale, create relevant posts that provide value, education, and entertainment.
"Be curious, comment on posts from the public, and adjust future posts based on current sentiment and feedback," Shook said. "When our world is chaotic, creating content that automatically posts 30 days in advance may not be the best option. As benign as the stupidity of posting is, it can make you look numb and heartless."
6. Communicate important information.
Maintain an open line of communication with your audience and transparency and honesty will be welcomed. Every state and industry has its own set of rules and guidelines, so let your customers know how you affect them. Updating business hours on your website and on Google business listings can be particularly helpful.
"Even if you need to disconnect, don't stop connecting with your audience," Pophal said. "They need to know you're still here and want to know when, if and how you're reopening. Your small business customers, in particular, are likely to take care of you personally, so be sure to share news and updates frequently. updates. ".
7. Engage your audience.
Shook said it's a chance to reassess your goals, adjust your schedule, and show some real leadership by inviting your audience to join the conversation. Invite your target market to help you determine the direction of your business, as they will gain valuable insight into their needs and how you can help them.
"For a company to build a sympathetic fan base, the public has to buy at a certain price," Shook said. “Showing your customers they are heard builds trust and loyalty.”
8. Show empathy and compassion.
In these turbulent times, it's especially important to empathize with your customers. When your customers are facing financial, emotional, and mental stress, deliver empathetic content that really matters to you.
"Words are part of the healing process, and we can see every day that leaders and brands are at their best to deliver messages that not only touch the mind, but also the heart and soul," said Arnoff-Fenn. "There has never been a more important time to ensure transparency, truthfulness and timely, accurate and user-friendly communications."
Whether it's through donations, volunteering, or partnering with other businesses, help your community in any way you can. Whenever possible, modify your business strategy to better serve the community. Giving back will help increase community support, goodwill, and brand awareness. By encouraging your employees to participate in the discussion, you can create a positive corporate culture and promote corporate social responsibility actions that your entire team believes in.
10. Check your sales funnel.
Just because your marketing strategy worked three months ago doesn't mean it will work now. As the market evolves, it is important to carefully study the sales funnel and analyze the data. Performing a competitive analysis can help you see what others are doing in your area and allow you to assess what is working and what is not.
"I think we're all emotionally charged to some degree, and it's easy to fall into the comfort trap," Shook said. “But in adversity lies opportunity. That extra step of re-evaluating your funnels can be the difference between gaining or losing an additional 25% market share.
What to avoid in your marketing plan
There are a few things to avoid when modifying your marketing plan. For example, you don't want to keep sending out the same old marketing campaigns as if nothing had happened, but at the same time you don't want to inundate your audience with exhaustive marketing and political content. Consumers are weary and can see through PR stunts and emails.
It is important to accept the current situation, but not to talk about these issues more than necessary. Instead of bombarding your audience with general information, provide them with educational or entertaining marketing messages that add value and improve the customer experience.
You should also not be too pushy when selling or abusing your products and services. Whether it's on your website, email, or social media, make sure every interaction you have with your customers has purpose and value. As the social and economic situation changes, adjust your marketing strategy accordingly.
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