This global crisis paralyzes many businesses’ sales departments, lead generators and customer retention teams. It is even harder to survive and keep brands afloat during these difficult times. The majority of the responsibility rests on the marketing team to help the organisation to thrive. In the middle of COVID-19, many companies are cutting back on marketing, including laying off the entire marketing team, reducing marketing spend and changing marketing channels. There are some who are more agile, and they formulate interesting solutions to keep marketing and relationships with their target market even in the difficult times.
If you want to stay in business, you can’t stay idle for long. Change and adapt, or fall behind those who can. As an entrepreneur, being conservative feels like the safe choice and it is more comfortable. But if we crave innovation and success, we have to balance financial responsibility with the need to keep consumers informed and engaged when things get tough. Businesses streamline processes, automate work and strip back to the basics what can be changed. Streamlining how you can make a strategic marketing strategy for post-pandemic operations could save a business.
- Start with customer empathy – the pandemic’s impact on consumer behaviors and attitudes cannot be understated, without deep analysis and following the new trends. There are new concerns, new needs and new goals of customers, The old message – Know Your Customer, is still there, but now we need to know the customers at a deeper level. You must be proactive in monitoring changes in your market’s behaviors and purchasing needs while the crisis unfolds. When you understand them you will know how your business can be flexible, and follow the trends of your customers. Impressively, there are businesses that create compelling campaigns that seek to relate to the situation our society is in. There are others that give back to the community as one of the marketing strategies that transcend relationships instead of focusing entirely on boosting sales.
- Be agile for the new normal – do not hold back! Remove the thinking that things will be back to “normal” in a few weeks or months because it will stop you from moving forward. We need to formulate new ways to do things so that we will not be left behind when COVID-19 will be defeated.