The past year has been, to put it mildly, difficult.
While the title of this blog post suggests an inevitable end of the pandemic, we’re by no means insinuating that the COVID-19 pandemic, and its drastic repercussions, are behind us. We have a bit of time before things return to some semblance of “normal,” but, in comparison to where we were a year ago, we have a better understanding that “normal” is closer than ever.
With that in mind, one thing is for sure: The pandemic has changed the way we think about (and go about) marketing.
Companies have had to pivot their marketing strategies in accordance with the change in buyer behavior. What worked for your business 13 months ago has probably changed, and if you’re like us, you’re probably doubting that it will ever be the same. For now, we’re moving forward with the idea that, as far as we can tell, things might never be “the same.”
That’s why we wrote this blog post. We’ve assembled a list of 5 post-pandemic marketing strategies and tips that will help you alter and shift your efforts in accordance with the “new world” we find ourselves in.
1. If you can (and if you haven’t already), move everything online
With the downfall of industry leaders such as Sears, Radio Shack, Bloomingdales, Blockbuster, etc. (RIP) way before the pandemic, it became common knowledge that retail was beginning to fade away.
However, as I’m sure you’ve noticed, the pandemic sped up the inevitable demise of brick and mortar’s reign.
Everything (including entertainment and live events) has been exclusively online for the past year, and even post-pandemic, there’s a high likelihood that this will be the norm. The CEO of 123InternetGroup told Forbes that they’ve seen a giant spike in companies who want to create or update websites, create social media campaigns, and focus exclusively on e-commerce.
So here’s the painful truth: In order to survive in a post-pandemic world, companies must have an online presence.
Need help with digital marketing best practices? Check out our fantastic Resources page—we’ve assembled helpful downloads, worksheets, whitepages, blog posts, and more to help you market like a champ!
2. Put an emphasis on paid digital ads
As mentioned in the latter point, your customers live online these days. As a result, the ROI (return on investment) on PPC (pay-per-click) ads for most industries has soared throughout the past year (in general, there has been a 71% increase in ROI of paid ads). Now, that’s not entirely surprising, but it’s a great indicator that potential customers are actively looking to paid ads when making a purchasing decision.
In addition, paid ads (via Facebook, Instagram, Google, etc.) are a great indication that:
- Your business still exists (i.e. made it through the pandemic)
- You’re evolving with the needs of your customers
- You’re establishing yourself as part of the “new normal”
In our post-pandemic world, paid ads are a must for any solid digital marketing strategy.
If you haven’t already, now is the time to assemble your team and implement a killer paid ad strategy that will win over new, and current, customers. Trust us—paid social ads will be at the forefront of post-pandemic marketing strategy.
3. Remain competitive with exclusive deals & offers
We’re all thrilled about the idea of things reopening and life returning back to normal, but as places reopen, the competition will be fierce. And not in a fun Beyonce way.
In order to remain current and competitive in the post-pandemic world, it’s important to start thinking about exclusive sales promotions, deals, and/or offers that will entice new and current customers.
People will be like kids in a candy store once everything is available again, and as a result, it’s vital for companies and businesses to start thinking about what will entice prospective buyers. Think discounts, freebies, giveaways, and more!
Have fun with it and remember that everyone (and we do mean everyone) will be hustling to attract customers during this time.
Start planning exclusive deals and offers today to ensure long-term success for you and your company in a post-pandemic world.
4. Reflect (and reiterate) on your communication strategy
As your customers’ priorities shift and change in the post-pandemic world, you might realize your previous communication strategy may no longer fit or apply.
During this odd limbo period of time, it’s wise to start thinking about your newsletters, your email communications, your content, your social media presence—reassess your communication strategy on each and every platform. Think about your approach and ask yourself if it’s the right way to continue doing things in the future.
The great news is you have time to establish beneficial, new communication efforts and strategy before things return to normal.
Need some additional help with altering and pivoting your communication strategy? Check out the following free resources:
- Important B2B Organic Social Marketing Tips
- 7 Email Marketing Mistakes You Might Be Making
- Emerging Digital Marketing Trends in 2021
- Why Social Media Strategies Fail on Implementation
5. As a whole, now’s the time to de-bloat your tech stack
While this isn’t a “marketing strategy” per se, it will help with the implementation of post-pandemic marketing strategies. In general, post-pandemic life is sure to encourage companies to rapidly adopt new technologies and/or software to keep up with our digitally transformed world.
Companies are sure to feel the pressure to shed their tech debt (as a result of a rough financial year) and building a more sleek, efficient tech stack that serves them and their customers.
If you find yourself looking to lean out your tech stack, we highly recommend learning more about marketing automation software programs that seamlessly integrate with your existing CRM system. This blog post is sure to give you the necessary resources and information to decide if marketing automation software is the right choice for you and your team in a post-pandemic world.
Things are strange right now—heck, things have been absolute chaos for the past year; however, the tide is turning day by day and now is the time to adjust our marketing strategy for a post-pandemic world. “Adapt or die”—isn’t that the phrase?
Visit our Resources page any time to take a look at our new whitepapers, worksheets, blog posts, and more for helpful digital marketing and marketing automation tips & tricks!
Be well and stay safe,
Digital Marketing Specialist