COVID-19, the biggest plague of modern times, is coming to the end. With more than 6 million confirmed cases and approximately 375,000 confirmed deaths, it has reshaped the world as we knew it. Also, it changed people’s points of view on many things, including their spending habits. However, Jeff Bezos, owner of the Amazon, has earned more than $24 bn dollars during the pandemic. Yes, you read it right, and kudos to you, Mr. Bezos. Unfortunately, there’s a good chance you didn’t earn this much during the pandemic, and probably your profits decreased significantly. But, now is the best time to rethink your digital marketing strategies and get prepared for the ‘new normal’ state of the market.
Adapt your digital marketing for the new state of the market
Digital marketing during the pandemic
To be able to understand the changes in the market, we must first observe the behavior of people during any crisis. There are three main questions every customer can ask about any product or service during the pandemic:
- My priorities are food, water, and shelter. Why should I buy your product now?
- We need to avoid unnecessary interaction. How can I safely buy your product and get it delivered, without fear of infection?
- My income stream has become unpredictable. What kind of discount can you offer me for your product?
WARNING! – Don’t try to take advantage of the crisis, or promote activities that might hurt people or put them into any kind of health risk, including breaking the laws of the state.
Unfortunately, during any crisis, people mostly spend only what they have to, for primary needs. Even if your business isn’t centered on that kind of goods, now is a great time to show your humane side. Don’t look at the charity campaigns as a waste of money, but a chance to improve and maintain the good reputation of your business. Offer some free online classes or tutorials, depending on the nature of your company. Substantial discounts on your goods and services are also a great way for attracting new customers and keeping the old ones satisfied. Show the world you have a compassionate side, with a special focus on your local community (schools, hospitals, nursing homes). You sow the good deeds now, so you can reap the benefits later.
Digital marketing after the COVID-19 has passed
As we mentioned before, there are more than 4.5 bn people with access to the internet. Even the ones that didn’t spend that much time online, were more or less forced to do it, during the pandemic. People got hooked to social media, Youtube, streaming platforms, and anything similar that got helped them think less about the pandemic. That means you got a lot of potential new customers, eager for your products and services. Especially after the pandemic has ended, they want to satisfy their spending impulses. Now is a great time to level up your digital marketing game by building trust relationships with your customers.
- offer your loyal customers special offers and discounts to thank them for staying by your side during the hardest times
- use your social media channels to maintain contact with your customers, and share positive, altruistic messages
- try to focus more on the side of the business that doesn’t need human interaction, because the fear of the infection still persists
- consider absolute rebranding, if your brand isn’t suitable for the current terms of the market, or perhaps sends the wrong message
Marketing of the future – without even mentioning the COVID-19
In the next few months, the business will get back to normal. People will forget the COVID-19 ever happened, or at least pretend to forget. Now is the best time to continue with positivity, and leave all bad news behind. Now is the best time to reap the fruits of your well-adjusted digital marketing strategies. If you played your cards well, you managed to keep the firm base of your loyal customers and managed to attract the new ones. Continue with the positive work, and adapt, adapt, adapt.
The COVID-19 outbreak was certainly the biggest global pandemic in the last 100 years. The companies that didn’t adjust went to bankruptcy, and the ones with the good sense of the digital marketing survived. Some of them even managed to maintain high profitability. Once more, this pandemic showed us how the market can be fragile when facing unexpected circumstances. Your duty as a business owner is to be ready for any challenges that the world might put you through. You must always have a good marketing solution ready. Still don’t have one? Contact me and we will figure it out together.