With more than 30% of people in North America and Europe already vaccinated with at least one dose of the COVID-19 vaccine, companies are starting to finalize their marketing strategies for the world after COVID-19. For entrepreneurs who spent 2020 improvising to stay afloat, now is the perfect time to start planning for the future of marketing your business in a post-pandemic world.
Here’s a short guide to help you cover all your bases:
Focus on your existing customers
Those customers that remained loyal to you during the pandemic should be your top priority before you even start thinking about attracting new sales. A good place to start is to create services and campaigns that target their new needs, but if you want to go the extra mile you should really look into rewarding those loyal customers for sticking with your business through these tough times. Discount cards, free products, and official merch are great ways to show them your appreciation.
Identify your target market
When you are ready to look for new customers, you should start by considering who your post-pandemic target market is because your old ideas about this were most likely made obsolete by the pandemic. Demographic data such as age and gender, are no longer the most important factors when determining your target market. Now, messages need to be more aligned with people’s situations and values.
Some examples of new targets you might consider are:
– Customers who focus on product functionality and affordability instead of brands.
– Customers who are mainly interested in protecting their health by choosing safe products and minimizing risks when shopping.
– Customers who are conscious about protecting the environment.
Complete your move online
If you spent most of 2020 struggling to get your operation online as quickly as possible, you probably realized that some sacrifices had possibly been made during this great migration. Now is the time to pick up some of those pieces that had been sacrificed.
Optimize your customer’s journey
One of the most important parts of your online marketing plan is your customer’s journey or the path that is engineered to get online visitors from your landing page all the way to the checkout page. The online behaviors of your potential customers will definitely have changed since last year and it is important that you adjust your customer journey accordingly. This will help you drive more sales.
Invest in online ads
Moving your entire operation online includes moving your advertising strategy online too. Just be careful to invest in the right platforms and keywords, because wasting money on online ads is very easy.
Marketing in the post-pandemic world means accepting that your old strategy is no longer viable, and investing time in crafting a new marketing plan that takes into account the new behaviors, needs, and wants that your customers are already demanding.