The new normal brings us to a crossroads where the path to rescuing businesses in the new normal must be taken for businesses to thrive. It includes impeccable marketing strategies that help you remain competitive amid changing and challenging times.
A brand’s reaction in times of crisis will be remembered, especially by its consumers, for years to come. Businesses today are challenged and compelled to transition due to the pandemic that upended our lives.
Keeping your marketing teams and efforts may seem like a luxury during a global pandemic, significantly if your business is affected by the crisis. However, most businesses rescued most businesses by adopting appropriate and relevant marketing tactics that fit this new normal economy.
Instead of reducing marketing investments, companies must come up with new ways to actively engage with consumers.
At this time, the majority of consumers are receptive to marketing. According to a recent survey commissioned by the American Association of Advertising Agencies, 43 percent of consumers find it reassuring to hear from brands. Around 54 percent said it was interesting to hear how marketers are assisting their populations through the pandemic. Just 15 percent choose not to hear from companies.
Marketing is still feasible in these times if done strategically. New normal business strategies will help improve your brand and keep it strong even in the face of a global challenge.
1. Show Empathy with Your Customers
The pandemic caused 76% of consumers to pick up new habits, routines, and behaviors. Out of this group, 89% responded that they would be keeping these new habits.
Sales for new products also increased, which consumers plan to keep using amid the pandemic.
It is why eCommerce business owners need to quickly pick up the latest trends and demands of their target market. Gartner mentions that CMOs need to be proactive in tracking these changes to customers buying behaviors.
Currently, people feel vulnerable, and showing empathy can be very powerful to help calm consumers or at least encourage them. Increase your efforts on customer engagement and social media listening, so you get the best insight into what is needed by your consumers at the moment.
The pandemic caused a significant change in 76 percent of consumer behavior and buying patterns. 89 percent of this group will be keeping these new habits and routines they acquired due to the pandemic.
Online shopping and doing major tasks and transactions online is one of them. The demand for new products will continue to rise. So eCommerce business owners must quickly respond to consumer demands to remain relevant and competitive.
When people feel most vulnerable, they are making conscious decisions to go with CMOs that are proactive and show empathy in troubled times.
2. Demonstrate CSR or Corporate Social Responsibility
CSR or Corporate social responsibility, also known as corporate citizenship, is a self-governing model that allows a company or entity to be publicly responsible to itself, its owners, and the general public. CSR is a display that businesses and their ethical choices impact the market, society, and environment.
The positive attributes of a brand become tangible through CSR. When it comes to times of hardship, people draw strength from the gestures of kindness they witness, including the brands they follow.
Adobe, for example, made Creative Cloud available to K-12 institutions straight away, recognizing that this was a time for kindness rather than profiteering.
People will recall how industrial behemoths GE, 3M, and Ford worked together to repurpose their factories to manufacture respirators and ventilators for pandemic patients. They not only helped Covid-19 patients but created employment for the unemployed.
Moreover, several alcoholic beverage producers in the United States repurposed their warehouses to produce hand sanitizers.
Positive and encouraging content in your marketing strategies also demonstrates compassion amid crisis. But make sure you have your consumer’s interest in mind first since today’s intelligent consumer can easily detect a publicity stunt apart from a genuine CSR and marketing effort.
3. Take Advantage of Moving Your Business Operations Online
Touchless solutions are essential for ensuring continuity in business or any organization, and the most obvious recourse is moving operations online.
According to Forbes, the number of companies that create or update their websites and launch new social media campaigns increases. Target industries include distributed teams and eCommerce platforms.
It is now time to improve your online presence. You can use social media, chat apps, and even email marketing. Establish and nurture a large customer base by investing in AI-powered solutions like Customer Relationship Management (CRM).
Moving your business online can result in a higher number of organic engagements, online-promotional conversions, and ultimately, thriving amid this global crisis.
4. Make Meaningful Campaigns Using Storytelling
Launch compelling campaigns with storytelling strategies, whether it’s for a new business or one that you’re reintroducing online. Your identity as a brand is just as critical as your product or service. You may have multimedia elements such as beautiful videos or high-quality images.
Dove, for example, created an advertisement celebrating the bravery and determination of frontliners. Burger King circulated materials stressing the value of social distance and relaxing at home. Storytelling is an excellent way to give value to the brand’s fans and supporters while still giving back to the culture.
To fight the global pandemic, Coca-Cola has put out a few Internet videos on perseverance and the human spirit since society is increasingly making a comeback.
“For All” or “Por Todos” in Spanish and were shown in different continents celebrating frontliners worldwide.
5. Optimize Strategic and No-Cost Influencer Marketing
Historically, consumer companies have used social media influencers to present authentic and impartial content to their target audience. After seeing influencers use or endorse a product or service, usually on social media sites, 40% of consumers are more likely to buy them online. Businesses may use influencer marketing to increase brand recognition quickly.
Influencers can interact on a more personal basis, in line with the rise of personalization in digital marketing strategies. Users listen to and trust what their friends and influencers say about brands rather than what brands say about themselves.
Influence marketing has the potential to make a significant difference in your business. In reality, Google searches for “influencer marketing” have increased by a massive 1500%.
Long-term relationships between brands and creators can be established through influencer marketing. You can also make better use of videos, podcasts, and other interactive media by featuring influencers. Collaborate with micro-influencers to target local SEO and study influencer networks in your niche to find the most trustworthy and dependable influencers for your brand.
By focusing on authentic connections rather than traffic or likes, you will further establish your brand as a thought leader and gain loyal users who might eventually transform into brand advocates.
Brands no longer have a say in how their messages are communicated. Community-driven selling is becoming increasingly popular. Brands must pay attention to trends and adjust their strategies to develop their digital marketing strategies.
Personalization is more important than ever in today’s consumer market. In reality, 80 percent of customers make a purchase when they obtain a customized customer experience. 84 percent of consumers will build brand loyalty that humanizes their goods and treats them like a person, not a cash-cow or a generic entity in a pool of consumers.
Amazon is a prime example of personalized service, as it takes the lead and capitalizes on big data collected from customers over time. For example, in their email marketing campaigns, they can easily curate a list of items based on that specific consumer’s purchasing history. It increases revenue because customers are more likely to buy additional products that appeal to their tastes.
Brands and digital marketers must emphasize personalization in 2021. Personalization has a major impact on conversion rates whether you are a conventional business-to-consumer (B2C) or business-to-business (B2B) type of business.
Suppose you can customize your content and services based on their unique groupings, locations, preferences, purchasing history, and so on. Be sensitive to your customer’s wishes, and don’t go into too much personal detail to avoid losing their confidence.
7. Leverage Different Media
Marketers should create rapid-response business strategies both internally and in collaboration with agencies to pivot quickly to new ideas and trends.
For instance, Nike rephrased their slogan from “Let’s play outside.” to “Play inside, play for the world.”
Businesses wield strength that can be used for the public good in times of crisis. Be easy to use media to get the correct information out, raise awareness, and inspire positivity. Use various channels to reach as many people as possible, including the internet, social media, print, digital, and even mobile and gaming apps.
8. Level Up Customer Experience
As more businesses go online, there is a greater emphasis on providing internationally competitive customer experiences (CX). Building a positive culture and identity for brands is as critical as increasing revenue and ROI. Conversion rates and sales are directly affected by providing practical, enjoyable experiences.
It entails offering uncomplicated and user-friendly experiences to your clients, personalization techniques, reliable and convenient services, friendly customer support representatives, simple payment options, and high-quality content.
A good customer experience is responsible for 73 percent of profitable sales. Regrettably, only about half of all current companies in the United States provide such services. To have world-class consumer interactions, brands must prioritize the use of cutting-edge technology.
One of these is the incorporation of AI or automation. As most users access the internet via mobile devices, ensuring that your website is also mobile-responsive is vital to boost your website ranking. Prioritize customer experience in the digital marketing strategy to retain strong customer relationships and continuous lead generation.
9. Change The Communication Methods
As people’s values and way of life have shifted, old communication methods might no longer be the most appropriate. Adapt your content marketing strategy to account for changes in your content and distribution, whether via blogs, social media, emails, or other platforms. Launches of new goods, and so on.
Focus on content that addresses current issues and questions about our current situation. After you’ve lost your customers during the pandemic, you’ll need to get to know them again for a chance to win them back.
Determine existing pain points and customer goals by submitting an email survey or conducting a social media poll. Use this to strengthen the brand’s communication strategy and have more positive customer interactions.
To stay important to your target market, redesign advertising, photos, videos, webinars, podcasts, and the like. Paying attention to the needs of your clients at this moment would have a long-term impact on your reputation, authority, and brand positioning, even after the pandemic has passed.
10. Utilize New and Innovative Approaches
The new normal brought in new ways of doing business. Companies that used to have physical locations have suddenly gone virtual. Students were also expected to engage in distance learning, and social events were significantly decreased.
Both of these developments necessitated the introduction of new technology. Zoom, for example, soared to the top of messaging apps by tightening its security while expanding its services. It rapidly rose to popularity as the go-to app for companies, organizations, and, most significantly, schools and universities.
Collaboration tools have become the standard, seamlessly offering chat services, file sharing, and other similar services to keep teams linked and efficient.
The tourism industry, which has taken a financial hit, is now helping to lift people’s spirits by delivering virtual tours.
Virtual happy hours are also becoming more common as a modern method of team building. Digital sales calls, as well as real estate property viewings and the like, are also available.
Leaders must reorganize their companies in the new normal while maintaining their identities and customer experiences to the greatest extent possible.
Conclusion: The Best Trend is Putting Customers First
Trends come and go, but customer-centricity is an essential component of any digital marketing strategy. In 2021, more trending tactics will emerge, but these five will seek to boost your customers’ overall experience on your platform.
If your consumers are dissatisfied with your brand or service, all aspects of your website, including your promotion strategies, will be rendered ineffective.
Brands must spend more in better understanding their consumers and addressing their needs effectively and consistently. Develop strong customer relationships, boost your SEO, and focus on other long-term digital marketing strategies. Long-term strategies can require a significant amount of time and constant effort, but they will generate the most stability and income for your website and tour company.
Mayleen Meñez used to work in media before finding her true passion in NGO work, travelling the Philippines and Asia doing so. She homeschools 3 kids and loves reinventing Filipino dishes. She is a resident SEO writer for Softvire Australia and Softvire New Zealand.