Many businesses have had to cut spending or pause their marketing budget and activity during Covid-19, but as we journey into a new world, business leaders will be focused on identifying new trends and searching for the ‘next big thing’. As a result, digital will continue to grow and it is likely there will be an evolution in the digital marketing world.
The pandemic has exposed new threats to businesses., A marketing strategy that worked well before Covid-19, will likely need to be rethought. Businesses who have had to cut or pause their marketing activity, as well as those who have had to completely close or have been operating at limited capacity during the crisis, will need to develop a strategy for relaunching. And whilst it may seem overwhelming, a relaunch is an excellent opportunity to adapt to evolving trends and consumer demands.
Restarting digital marketing will be different for all businesses as companies open at different times and in different ways. As you relaunch your business, take advantage of what you have learned from this crisis. Use it as a time to set your business up for success. Take stock of your weaknesses and use your restart as an opportunity to overcome them.
A successful relaunch means communicating with empathy and acknowledging the new norm. Start by looking for gaps in the market to regain and grow your customer base. The post-COVID-19 world is a different place, and you should consider and implement the following steps to ensure a safe and successful relaunch.
Take a holistic approach and start by re-evaluating your strengths, weaknesses, opportunities and threats (SWOT analysis), as part of your overall marketing strategy. You need to be able to view your business through your customers’ post-COVID-19 eyes. Ensure you have a clear understanding of your customers’ challenges, constraints and needs so you can tailor your offerings for a successful relaunch. What do they need, and why? What is preventing them from making a purchase or visiting your business? Do you need to consider a more virtual offering to accommodate consumers who have worries about leaving their homes?
Once you have recognised the changes that have occurred and identified any opportunities, you can establish how your business can adapt and refocus your efforts. For example, more businesses will accept payments online, and have new delivery systems and procedures in place to make it easier for contactless payment and pickup. Can you relaunch or repackage a product or service in a virtual way to reach online customers?
Re-engage your team. If your team have been working from home or on furlough leave, they may feel disconnected or disengaged with the business. Ensure you are communicating with your team via group discussions as well as on a one-to-one basis. Ask for their views and input, and as a team you can build a roadmap to success and a vision that everyone is invested in and enthused by.
Look at your marketing messages both on and offline. Implement messaging that addresses any concerns your customers might have about hygiene and safety, as well as setting out expectations for your products and services. Continue to communicate with empathy and let your customers know how you are keeping them and your employees safe by adhering to new health and safety protocols.
Make sure yourself and your business is visible and proactively reach out to customers. People buy from people and most importantly they buy from people they trust, even more so during these uncertain times. Contacting your existing and former customers and contacts, re-establishing relationships, and building your networks should all be in the mix. Ensure your website is current with the latest information. It’s also important to keep your social media pages up to date, with relevant busines updates and success stories, this will help to position your company and your brand in a positive light and help to attract new customers.
The bottom line is that the most proactive businesses and marketing strategies will be the most successful. Gain useful insights to improve your post-lockdown marketing campaign and ensure you have a deep understanding of your customers’ needs.
Did you know we are offering a FREE lockdown exit planning programme to existing and new members? Fully funded by Heart of the South West Local Enterprise Partnership, this resource is available to any qualifying SME in the South West and includes access to a series of webinars hosted by experts and a one to one, virtual planning session with one of the expert Inspire team.
Give us a call on 01225 355553 or enquire today.
