How COVID-19 Changed Marketing

COVID-19 likely changed something about your business and your life.

If nothing else, you might find yourself spending more time at home than you used to. The same is probably true for your customers.

That means methods of traditional marketing - like billboards, face-to-face meetings, and networking - have faded.

Now, the focus is on digital marketing - social media, online ads, and business websites.

Many predicted we would be at this point in the digital age in five or so years. But the coronavirus pandemic accelerated the future and it’s already here. If you haven’t adjusted your marketing strategy, you need to now.

Although, in some ways, it seems like everything changed, the heart of your message and your business is still the same. It’s important to have a clear way to communicate with your consumers. It’s critical to create a connection with your customers.

When you stop and think about it, it’s not that COVID-19 necessarily changed marketing. Like many other facets of our lives, COVID-19 highlighted the importance of marketing.

Here are four key takeaways from the past year that you can use to adjust your marketing strategy.

1. Words matter more than ever - How many times have you heard the words “unprecedented,” “pivot,” and “we’re in this together”? Probably too many times to count.

Don’t resort to generic messaging during this critical time. Take the opportunity to refine your brand and define your business. Messages that invoke feelings of fear or anxiety don’t resonate with a majority of audiences. Instead, consider messages of encouragement that also show how your business is making a difference.

If you’re not sure where to start with this, try listening to your current customers. Remember, they engaged with your brand pre-pandemic. You want them to stay with your brand now. They have insight into why they chose your business and why others should, too.

2. Being “human” matters more than ever - Yes, we are living in a digital world, but connection and personalization are key to reaching your customers.

Show empathy. Everyone is a different place mentally than they were at the beginning of 2020. You should recognize that consumers may be struggling.

There are two main themes that should be the central focus of your messaging: value and authenticity. What value do you have to offer customers right now and how can you deliver it authentically?

If you’re human and find a way to relate to your customers, you build trust. If you build trust, you build your business.

3. Communication matters more than ever - Start talking directly to your customers or clients where they spend most of their time - online. Companies are using several platforms to send direct messages: social media, email, and websites.

This direct communication is what customers have started to expect. Your social media channels and your website should reflect the latest on your business, like if you’ve adjusted hours lately, made safety changes, or have special deals for customers.

If you don’t keep these platforms updated, customers may move on. Don’t risk losing business by being inconsistent. Give a clear message so there is no doubt about any changes or adjustments.

4. Your brand matters more than ever - Everyone is watching and looking for a brand’s purpose.

How does your product or service make a difference? Who do you choose to work with? How do you treat your employees? What message do you send to customers?

Make your commitments clear and show that you stand behind them.

If you’re unsure how to implement any of these techniques, Lucie Content will guide your business message. Your online presence matters more than ever. Take the opportunity to Create your news.

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