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No one will argue that the pandemic has shifted the way businesses reach their customers. Now that we are starting to see the world going back to normal, can businesses shift back to how they were marketing their products/services before the pandemic? Not exactly.
While it is true that consumers are starting to feel a sense of normalcy and are branching back out into the world, attending events, going shopping, and traveling, businesses shouldn’t just forget everything we have learned over the past year and a half. Communication channels to reach consumers such as at live events are of course now going to be back on the table for many businesses but the way consumers want to interact with companies has shifted and likely won’t shift back.
We’ve known digital is the way to go for many years now, but after the pandemic shut down many traditional marketing channels, it has increased even more. Businesses pivoted their marketing efforts drastically and adapted to more people being at home and therefore also online. Consumers have learned that there are alternatives to commuting an hour to an office or spending precious time walking the aisles at the grocery store and that mentality is here to stay.
So, what should businesses do to continue reaching consumers post-COVID?
Stick to Your Brand’s Position
Don’t stray from your brand’s why. Why does the brand exist? Why do consumers need it? All brand communication should always tie back to the why. You never want to jump into conversations that you or your brand don’t have authority on. It is important to not jump on a trend just because it is popular so that you don’t receive backlash from consumers.
Tailor Your Message to Your Audience
Not only do you want to make sure you are communicating in a way that your audience will respond to but also keep in mind local restrictions in the locations where you’re advertising. There are still many areas in the United States and around the world that have not completely opened back up. Therefore, you’ll want to tailor your message to ensure that you aren’t speaking about a large community BBQ to an audience that isn’t ready for that.
Continue Using Multichannel Marketing
Consumers are getting messages thrown at them everywhere they go, physically and digitally. You’ll want to continue to reach your consumers where they are and as we have grown to know, that is a lot of places some of them at the same time. For example, in a store, there are many different signs from the moment you walk in sharing brand messages and now consumers are looking up reviews of the product on their phones while shopping in-store. In this example, you would want to advertise in-store and online to reach that type of consumer.
To help ensure you’re marketing to reach your consumers in the ever-changing environment post-COVID, get a team of experts on your side like the team at Brandstar Digital Marketing. Connect with us today for more expert tips on all things digital marketing.
