Even after weeks of lockdown orders, circumstances surrounding COVID-19 are changing every day. Still, nobody is sure when the pandemic will “end.” But with more and more states rolling out reopening plans, the darkest days seem to be in the past, and many business owners are wondering:
What’s the best way to prepare for the new normal?
For business owners who want to grow, the time is now to draw long-term conclusions from behavioral shifts and consider how your marketing plan should transition into a post-pandemic world. If you act quickly, you can still get out ahead of the crowd when it comes to capturing the imminent boom in demand from consumers who have been putting off spending.
Getting a glimpse into the future
During stay-at-home orders, digital consumption has increased across the board — Netflix added 15.8 million subscribers in Q1 2020 alone. For marketers who have been paying attention, though, these numbers don’t come as a shock. For most entertainment and communication platforms, the migration toward mobile and digital has been taking place for years, but new circumstances have accelerated already-occurring trends and given us a look at emerging behavior that could stick around for years to come. Consumers have realized many of their problems can be solved in more convenient ways. Why go back now?
To accommodate increased screen time, most marketers have focused on branding to build trust and capture long-term leads. Headlines about reopening haven’t changed the sound logic behind this strategy. What business owners need to realize is that the start of this transition period has made brand-building even more vital.
Right now, many of your competitors’ campaigns remain suspended, meaning costs are down and conditions are prime for business owners who are able to keep their ads running. When states start to reopen, everybody will want a piece of the pie, and costs will rise. This period is the calm before the storm. Those who wait to try to get attention in the crowded post-pandemic market will fall behind.
Planning for the post-crisis transition
The companies that make a strong, consistent impression on their target markets over the upcoming weeks, however, are likely to succeed in bringing in new business once the pandemic is over. It may be tempting to take a conservative approach during uncertain times, but the importance of staying top-of-mind with your audience cannot be overstated.
According to Forrester, 52% of US adults prefer to buy from companies that show how they’re protecting customers against the threat of COVID-19. Your business needs to be putting out consistent content now that specifically outlines the best practices your business has put in place. Find the most appropriate digital channels for your target audience (whether that’s Facebook, Instagram, YouTube, etc.), and then use those channels to introduce people to your brand and share how you’re serving your community during and after the pandemic.
Anxiety has a firm grip on consumers around the world, and it will take time for those feelings to subside. Companies that take the time now to demonstrate their commitment to service and safety will have a unique opportunity to build greater brand loyalty over the long term.
Depending on your business area, your brand, and your desired audience, the marketing strategy that will put you in the best position to capture new demand after the pandemic may differ from those of other companies. To help you make the most informed decisions possible, we’ve put together resource pages for each of the main industries we serve. There, you can find blog posts, webinars, infographics, and more with up-to-date data and trends that can guide you toward the right path.
Find your industry’s resource page below, or contact us here if you’d like more specific insights on what you should be doing right now.
COVID-19 Resources for: