8 Ways To Pivot Your Marketing Through Covid-19

New Zealand Forum Discussion
Post Reply
kulsum2802
Posts: 241
Joined: Sun Jan 23, 2022 5:51 am

8 Ways To Pivot Your Marketing Through Covid-19

Post by kulsum2802 »

During the current COVID-19 crisis, the buying habits of many consumers have changed significantly and, depending on your industry, sales may be lower than normal. But that doesn't mean it's time to stop marketing; it just means it's time to have a contingency plan. If your sales are low, try lower cost marketing strategies that can further boost your bottom line and grow your list. Focus on creating value for your customers and test new initiatives that can position your business for success when consumer behavior normalizes. Here are some ideas on how to pivot your already existing marketing channels:Marketing orientation Go from paid content to more personal Content marketing is a great strategy at any time, but during the current crisis it can be an especially powerful way to keep your customers engaged, even when they're not buying. This refers to owned media created for your social media followers, blog readers, and more! While buying behavior is uncertain, now can be a great time to try new ways in your own channels, creating deeper connections with customers and bringing brand authenticity to the fore. Use Instagram Stories to give customers insight into WFH life for your brand team (Brooklinen does a great job at this) or dust off that podcast idea you left behind a few months ago. Brooklinen WFH Insta Story Source: Brookline Instagram Do you want to build your social proof on site? Create a giveaway for customers to find product reviews or user-generated content (UGC) to use on product pages. There's no end to the initiatives you can execute on your own channels, connecting with followers and focusing on creating value through content rather than just selling. “You also have to have meaning. This is your chance to show the emotional side of your brand, not the hard sell.

Show that you understand who your audience is, what they're up against, and where you fit in this new world as a brand. Tom OlivieriTinuiti Tom Olivieri VP of Creative, Tinuiti Optimize loyalty programs The main driver of business email database revenue is customer loyalty and there is nothing better to encourage multiple orders than loyalty programs. If you already have one, take a look - are there dormant customers you can contact? Add referral offers or bonus rewards for an extra boost in customer acquisition while other efforts can be put on hold. Loyalty programs are a major resource for your business during this time, as they are brimming with your most engaged and loyal customers. Take the time to review the rewards system to see what can be revamped or what can be optimized for your high value segments. Smile.io Loyalty Program Email Source: Smile.io Blog Step up a gear with on-premises messaging With online traffic at an all-time high across the globe, there's never been a better time to focus on capturing leads. Don't leave your website traffic on the table! Banners and other website messaging are essential for COVID-19-related information, but you can still collect emails with lead captures right now. It helps you grow your list now to market it in the future. These don't have to include product discounts, as long as you provide value to your target audience! Depending on your activity, you could:Provide access to a community resource. Example: A sportswear company might offer an opt-in offer to access daily workouts. Free content to download. Example: A children's education site might display a sign-up option for homeschool lesson plan support resources. Lululemon Community Exercise Source: Lululemon Instagram Go from autopilot to improving your customer experience When was the last time you conducted client interviews? Take the time to virtually interview top customers and segments to find out how they perceive your brand, what's important to them, and how you can improve. It can be helpful to step back, put yourself in the customer's shoes and try to understand what is motivating them. You'll be able to make more informed marketing and business decisions, understand how to find more of those best customers, and give them more of what they really want. Not to mention, it's a great way to connect on a personal level with your best customers and show them how much they mean to your brand.

First-time online seller? If you are a small business that has never sold online before and was forced to go online, you are not alone! There are plenty of e-commerce platforms ready to help you with the big change and get your SME off on the right foot. Check out the top four e-commerce platforms below and see which ones might be right for your business:Shopify BigCommerce Magento WooCommerce Focus on conversions Pre-order campaign If you have products on your website that are slated for spring launches or are currently out of stock, you can start a pre-order campaign. Offer a percentage off that works with your store's margins for those placing orders now to be fulfilled at a later date. This now generates cash flow for your business and allows customers to place orders for the items they want. As long as you use clear messages to communicate turnaround times, it's a win-win! Pro-Tip: This also works with gift cards for items that can't be refilled, like workout classes or closed restaurants. These small businesses can allow customers to prepay for items to use when they are able to reopen while giving them the cash to get through that time. Spring cleaning With the start of April it's time for many of us to do a little spring cleaning, and why not start with excess inventory! For many businesses, keeping inventory moving and preventing your sales cycle from stagnating is a top priority right now. Flash sales or bundles can be powerful converters for consumers looking to shop right now, especially in areas that are seeing high demand: home workouts, puzzles, cooking, and more. The mountain pop-up Buy now, save later Another tactic to generate sales now and ensure customer loyalty later would be to offer shoppers who purchase regular priced items now a substantial discount on their next order. For those struggling with current cash flow issues, this is a great strategy to lessen the impact on your bottom line. Give your customers the opportunity to support you now, while giving you a chance to reciprocate later. Communication is key.
Post Reply