Like it or not, the way you do – and win – business has fundamentally changed. In some way, it’s likely changed forever. You must now look at what a post-Covid marketing strategy looks like for you and your business.
My blog entries on the Gamma Notes small business marketing blog date back years. They are lessons learned from experience and lessons based on observations.
Right now, whether it is a recent project or just an observation in the wild, I am seeing no instance where a business, its marketing, or its operations have not been permanently changed in some way.
This is no exaggeration.
Start Examining Your Post-Covid Marketing Strategy
First, let’s get something out of the way: This isn’t crass. This is about survival. It’s more than not letting a good crisis go to waste. It is in fact about protecting the livelihood of your family, your employees and their families, and in at least some small way, improving your customers’ lives.
Every situation is different, but here are some places to start examining your post-covid marketing strategy:
Internet Marketing Is No Longer A Choice
For years, many could focus on other marketing vehicles and get away with under-performing and under-budgeting in internet marketing. I was even happy to say that to clients and potential clients at the time. Now you can’t.
Here’s why: More people are now finding products and businesses in different ways. And they’re becoming more used to it. These methods are almost all digital, because contactless has become a thing if not an imperative.
And yes, I hate using a QR code for a menu too. But we have to get used to it.
Which brings me to my next point . . .
Your Competitors Are Getting Better At Internet Marketing & Other Marketing Methods
Because consumer behaviors are changing, businesses that survive or thrive are the ones that are good at adapting. Yes, survival of the fittest is a basic characteristic of any market.
While I may hate using a QR code for a menu, there are others that prefer it and perhaps even more who won’t visit your restaurant if you don’t offer a contactless experience.
Even if you and your competitors had a digital presence to begin with, it is now a competition between the better digital presence. Flawed digital experiences were more forgivable in the past. You’ve probably noticed this for yourself as a consumer: There will only be less patience for poor user experiences on web sites and apps.
Where are your competitors outperforming you? Where can you outperform them?
SEO Is Even More Important
Needless to say, no one is using the yellow pages anymore. Not only that, they are less likely to be walking or driving by your window or billboard.
While I dislike the term SEO for what it has become in many minds (and I stated that about SEO services very clearly years ago), ensuring that your content is user and search engine friendly is now even more important.
Search algorithms are smarter at detecting good content and experiences. New tools are even better at measurement. This is good news for those willing to invest in adapting and competing. Even small changes can have big impacts.
Self-Awareness & Empathy Are Key In Your Messaging
There is enough pain and suffering in the world as it is. On top of that, many individuals have been affected directly by Covid-19. Many families are struggling in ways that we can’t know or understand.
I don’t want to repeat it, but I saw something the other day in an advertisement that made me think: If I had lost someone to Covid-19, how would I react to that message?
Look at your brand, identity, and message. Then, look at them from another perspective. Can this be more empathetic? Is it coming from a place of authenticity?
Your Business Is Different
Speaking of authenticity, I know it may sound cliche and pandering, but I mean it in all sincerity. How is your business different and how does it function in this new reality?
Right now, it is important to look at how your business is positioned for a post-covid world – both organizationally and in your marketing strategy. Your business is different and if it isn’t perceived in this way already, it should be.
I’m a big believer in brand and identity and the ways that it should permeate the very day-to-day life of a business. I know one small business that does this well (and I’m not telling them). I also know a bigger business that does it well (they already know).
Now is the time for core values – not empty platitudes or meaningless social media posts – to inspire and motivate both employees and customers. The answer may lie in an action you take, a donation, or a manner in which you perform a service.
Such a step might not only differentiate your business, it could provide a little optimism in an otherwise scary world.
