2020 was a year of unexpected transformation and adjustment, for businesses and individuals alike. Covid-19 has reshaped our lifestyles and the way we do business, if not forever then certainly for the foreseeable. Last year was fuelled by digital connections, without which, many of us would have struggled through the lockdowns and restrictions. From video calls and online shopping to streaming films and TV, the world of digital has allowed us to retain some sort of normality over the last year.
2020 was a year where businesses accelerated digital adoption in order to find ways of ensuring the show goes on.
12 months later
We’re already a quarter of the way through 2021 and the pandemic is still very much a real thing. Businesses are still reeling from its effects. The change in how businesses operate has led to an impact on marketing strategies and campaigns, in particular how you reach your audience in today’s landscape.
Digital is now often the first point of contact that many individuals will have with your brand. Whether this is through a Google search or your social media page.
The huge choice of digital channels now available can provide ample opportunity for you to make an impact among your target audience, from SEO and PPC to social media, voice search and content. It’s how you use those channels that could help see you through.
After all, there are still customer expectations to meet and targets to achieve. So, how do you ensure your marketing strategies are on point during such a strange time?
Keeping communication relevant
We have all lived through restrictions for a year now, so it’s important that your marketing content reflects the current situation. The majority of us are aware of the rules and the proposed roadmap, with many customers now looking towards the end of the lockdown.
Be realistic and honest with the material you put out across your marketing channels. Know when to advertise your products and services, but also when to offer a different message that resonates with your customers. Being aware of events outside of your industry is crucial, ensuring there are no tone-deaf posts or ill-timed tweets.
Reassuring your customers
It remains important to reassure customers, whether in relation to delivery of goods or correct safety protocols being in place. Meeting customer expectations is more important than ever before, with reassurances that are honest and accurate. Using a mix of digital and traditional channels can help you to build that brand perception of authenticity and trust, allowing you to send out the right message at the right time.
Customers still expect a high level of service despite the current climate. This means it’s more important than ever to manage expectations and maintain a professional, friendly and helpful approach.
Building relationships online
Multi-channel marketing can be an essential tool in reaching your customers at the right moment. In a digitally-driven world, building a relationship with your audience can seem difficult. But, if you get it right, it’s incredibly rewarding.
In times where people have to shop and communicate online, it’s important your brand is positioned to create communications with customer preferences in mind. From PR and digital strategies to creative and visual content, meet your customers online and find new ways to cut through the noise.
