The world started using the internet more than ever after COVID-19 struck the population. Total internet usage has increased by almost 50%-70%, according to primary studies. With prolonged exposure to the internet, consumer habits have started to shape up in a different direction. Businesses have pulled back their primitive Above-The-Line (ATL) marketing activity expense to reach out to the customers in the case of B2C business. Manufacturing B2B businesses will find it difficult for events like trade exhibitions to showcase their products to the masses for a very long time in the coming future.
The pandemic has shifted the marketing spends on digital platforms to reach out to new customers. This means that now the brands need to be careful when defining their marketing strategy and find tools and avenues to increase digital footprints. Here’s how you can start the whole process:
Identify your target audience & showcase your brand.
If you thought reaching out to the consumer using ATL activities was problematic, welcome to the digital world, where you will find completely different personas. Finding your target audience in this pool is of utmost importance. It will help you decide your digital marketing strategy and drive your marketing budget. Once you have identified who your customers are, try to understand the level of the marketing funnel. This will help you set goals so that your marketing communication reaches out to the maximum audience & design Call-To-Actions (CTAs). This will help you stay connected with your customers.
Understand & track consumer behavior
Drive your primary research efforts in understanding how consumer behavior is changing. After identifying your target audience, use digital marketing analysis tools to do that. Digital penetration on the search engines or on the website can be increased by using proper keywords. Once the customer arrives on your website, make sure that the user experience is designed seamlessly. Direct customers to either sign up for your services. You can devise a mechanism that will help your sales team to reach out to the customers. This can be done by integrating with customer relationship management (CRM) tools. Knowing your consumer behavior will help you better understand their pain points. This will lead you to design the products or services to provide a seamless experience.
Engage using email marketing
Once you have designed your CTAs, make sure that you stay transparent to your customers. Updating them about the new trends in the current industries. Update them about how your business will be shaping their initiatives to cater to their problems during and post-pandemic. Provide a personalized experience to your customers by sending those emails and newsletters.
Initiate responsible marketing
Reach out to your consumers in a way they would appreciate and listen to your ideas. Engage them using community experiences, for example, organizing a webinar with a panel of experts from the same industry. One of the reasons for responsible marketing is to connect with your audience in the current times at an emotional level to create a bond in these fragile times. Customers appreciate the small changes you make in your communication. Brands have changed their logos to signify what they stand for in these times.