Planning your Marketing During a Pandemic
The global health crisis resulting from the spread of COVID-19 is generating changes in personal and professional habits. Brands and companies are rushing to change their marketing plans to meet business objectives in this new environment. To help marketers make the right decisions, here are some tips for planning your marketing strategy during a pandemic:
Redefine your Business Goals
Begin your brainstorming process with questions such as what do our customers expect from our brand? What do they need to hear? Do we satisfy a critical need in these uncertain times?
Your company needs to update and redistribute marketing budgets to meet your new goals.
Omnichannel on Your Side
As long as the virus is around, visiting a physical store requires a whole series of precautions and involves some risks, so many people prefer to buy online and receive orders at home.
Companies must rethink and renew their business strategy on consumer preferences. Taking into account that the user, throughout the purchase process, will go through different channels and forms of communication (online store, point of sale, email, etc.), omnichannel is crucial for brands that want to offer the best experience for the client.
Any company, no matter how small, can develop an omnichannel strategy.
Considering the expected increase in online traffic, are you prepared for more consumers to proactively find your business?
Take into account new tools that can be implemented in the inbound strategy and follow the most basic methodology, such as identifying the buyer persona, to create valuable and relevant content.
Concerning COVID-19, the inbound methodology can also test communication tools that allow the brand to always be present. If we start with this idea, you will adapt your brand’s message and turn it more efficiently to cover your potential client’s new needs.
New search patterns and trends emerge almost every day in this new reality, making data analysis and reporting more critical than ever. Knowing which pages your consumers visit and what kind of searches they perform will help you adjust your marketing message on the fly and deliver relevant content.
Today, we have the tools to understand what consumers need right now and respond with personal relevance on an unprecedented scale. This will be key as long as consumers physically distance themselves but remain digitally connected, perhaps closer than ever.