Waking up from COVID
Waking up from COVID siesta is like peeling off the doona on a frosty morning. Change is happening but you just got too cosy with the new norm. You know you have to get up but you were just so snug under the warmth of that doona. So now with COVID looking like it is under control and businesses opening their doors again, you need to shake off those siesta blues and stretch out.
Hopefully, this Coronavirus passes soon and has had a minimal impact on lives and businesses. For the time being, try not to stay safe and avoid going into crowded places. How are you adjusting to the new work environment? Have you relocated to a home office? Where are your co-workers?
And as for your marketing, this is the time for you to double down – take a further risk in the current situation and re-commit one’s effort. Don’t be fearful when others are also afraid. By thinking differently, you will achieve more. Do what Warren Buffett does … “be greedy when other people are fearful.“
In other words, double down.
Though it may seem counter-intuitive, now is the time to hold steady to ensure a strong come back within your marketing after COVID-19. As businesses withdraw themselves, great opportunities will surface if your business can maintain a long-term marketing strategy.
To make your digital marketing efforts effective, your team should begin to plan adjustments in response to the shift in searches, competitors, and market share.
Don’t just set and forget your marketing, times are changing almost daily, so your marketing needs to move with the times too.
Moving forward ….
When the dust settles there will be a number of things to shift back to like updating any of your business operations on your website, Google My Business and your social media. Whatever adjustments (business hours and phone number) you made during the quarantine, make sure to shift back.
It is going to take time and patience before we find the new normal after COVID, but by keeping a close eye on your marketing and not giving up, you will eventually come out on top.
Your clients may have changed also – that might just have been unavoidable – so your message to them will have to change. Their focus and goals may have shifted. The tone of your message needs to alter towards a more compassionate one, a softer tone and ease them back to your business.
As your customers may have limited resources due to reduced cashflow, then your marketing needs to be specific and strategic. Therefore, it becomes possible for a brand to reach out to the desired customer base without resorting to ‘Spray-and-Pray’ marketing that costs more. As social distancing will remain for some time yet, it is even more important to continue your online marketing to ensure you have awoken your customer.
As people are moving towards a more empathetic way of leading lives and acknowledging that business is different, working remotely is possible and this is where professional appraisals will make a difference. Business leaders will realise the power of outsourcing to reduce their overheads and seek out professionals to perform specific tasks.
Due to the uncertainty of the immediate future, businesses will be seeking to spend on essentials more than splurging on emotional or impulse buying extras. Therefore, your marketing needs to address that also. While this doesn’t mean diluting the brand identity, it just means to ensure you are not wasting your efforts on a market that no longer exists.
Businesses need to invest time and money in philanthropic activities. At Half Day PA, I have supported our local homeless and vulnerable community through raising funds for a Sleep Bus and providing a hot meal for them once a week. It’s small steps but the coronavirus pandemic has stripped many individuals of their livelihood and you just might be making a big difference to them, that will be recognised in better times.
Avoid putting the fear into your customers to buy. Fear is never a good motivator, especially if you are considering long-term brand visibility.
Together we can awaken from this time of turmoil and uncertainty if we don’t gush into our marketing without some gentle steps, strategic and careful planning and remaining positive.
What’s your plan for emerging out of COVID?