The coronavirus crisis has forced businesses and marketing teams everywhere to adapt, and adapt quickly. These unprecedented times have meant that marketing has either taken a back seat or has been more important than ever. We’re firm believers in the latter. It may seem sensible to be conservative at the moment, but with a lot of uncertainty over when things might return to normal, or whether ‘normal’ itself will radically change, being idle seems a far greater risk than adapting to the situation and continuing to market your business in new and creative ways. Besides, staying quiet during this period will only make it more difficult for your business to bounce back and be seen. Here are 4 best practices for your marketing team to consider as the UK begins its journey of recovery from COVID-19.
PRIORITISE A STRATEGY
The current climate is ever-changing which might make it seem like it’s impossible to create any comprehensive marketing strategies right now. However, as long as there is consistent information gathering and communication amongst the team, there’s no reason why you can’t dedicate some time to forward-thinking and re-planning. The Marketing team at Google recommend asking ‘is this right for this moment and in this context?’ whenever you’re considering a piece of content.
FOCUS ON DIGITAL MARKETING
For many businesses, digital channels will have been the only way to engage with customers over the last couple of months, and that may not change. Focusing on your digital marketing efforts is a cost-effective, results-driven way to connect with your audience and tend to that brand loyalty. Make sure to consistently review your analytics to ensure you’re heading in the right direction with your efforts. A good digital marketing strategy is all about adaptation and monitoring trends; something that has never been more important.
CONSIDER NEW AVENUES
It’s safe to assume that continuing with old habits is not going to get you very far. As your customers’ behaviours change, change with them. As long as these new efforts are keeping with your brand, mixing things up could boost your brand awareness and keep your customers interested. Here are some ideas to get you started:
Add a new form of content - video, podcast, blog posts etc.
Offer a new service
Provide some thought leadership
Update your website
Create new marketing material
CONNECT WITH YOUR CUSTOMERS
With consumer behaviour and attitudes being impacted by COVID-19, it’s more important than ever to stay connected with your customers and focus on strengthening relationships. Not only will it keep your business relevant and credible but it will provide insights on how best to move forward. Remember: whatever messaging you’re putting out should be relevant and understanding of the current climate. Marketing during and after a crisis is obviously not an easy task, but with change comes opportunity; just make sure you are focussed on adding value and open to adapting your marketing efforts.