As we edge towards a relaxation of lockdown, businesses need to be prepared for a post-pandemic economy that is being shaped by a rise in eCommerce and the changing needs and desires of consumers. Will there be a release of pent-up demand or a more cautious return to consumer spending? Will you need to fine-tune or add services and products or target a whole new audience?
In such uncertain times, you need an agile and cost-effective approach to your marketing.
Here are five digital marketing strategies that can help:
1. Build your online presence
Giving your business an online presence allows you to connect with a huge audience and get to know them. Digital marketing can develop your image and raise brand awareness online in an affordable and accessible way.
There are plenty of online ways to let the world know about your business. Start with the Google My Business profile. It’s free and displays your location, opening hours, contact details and, if you have one, a website.
If you haven’t got a website yet, it’s well worth it. It’s a great way to develop your brand image and share content (including success stories, blogs and reviews) with your audience. Managed properly, social media can also develop a brand profile and make you accessible to customers.
2. Get to know your customers
How well do you know your customers and their consumer priorities in the wake of the pandemic? Many people may now lack their usual spending power so will become more selective consumers. So re-valuate your ideal buyer persona and find out how your target audience’s needs have changed.
Send out an email survey with questions about current concerns and desires with easy-to-answer questions (such as multiple choice). Use social media to invite customers to share their thoughts on what content they want from you, their views on your products and what services they would like. It shows that you care about your customers while also offering the opportunity for some useful feedback.
3. Rethink your communication strategy
Communicating effectively and efficiently maintains your current customer relationships and can build new ones but, as the pandemic has highlighted sharply, people’s priorities and digital consumption change over time.
So consider if your current communication strategy is still effective. Are the newsletters you’re sending out relevant and hitting the right positive and helpful tone? Is the content you’re sharing with your target audience offering value to them? Would a how-to video on YouTube make more impact?
You need to consider various forms of communication to ensure you’re letting people know about your business.
4. Engage through social media
The past year has shown that social media has become a vital tool of communication and bonding amongst communities. Your social media channels are also the ideal platform to reach out to audiences. If, for instance, you are proud to be a local business, express that by engaging with your community and their concerns. Offering support and advice through these channels is a great way to connect with customers on a personal level.
You also need a coordinated strategy across your social media platforms to ensure you have a consistent brand image and messaging. And make sure the platforms you’re on are still relevant to your target audience.
5. Optimise your marketing resources
Marketing budgets need to work harder than ever at the moment. That means every email campaign, post, newsletter, blog and other pieces of content have to make an impact.
So make sure your website is fully optimised for a strong search-engine ranking that let’s your customers find you. Ensure your content is accessible, relevant and up-to-date. Remain active on social media in an appropriate and timely way. And consider paid online advertising such as Google Ads, which ensures you reach a more targeted audience and offers valuable metrics to tailor your campaigns.
The past 12 months have made us all head online, including customers, so reach them with these digital marketing strategies.
If you need help with your website, marketing or building an online presence, contact us today to discuss how we can help.