At this point, working from home has become a “new normal” for many people. As many businesses begin to reopen in the wake of COVID-19, employers are reconsidering work from home arrangements and allowing many of their employees to continue to work from home at least a few days a week, perhaps permanently. Interactions have been moved vastly online and audiences have now become accustomed to a greater level of transparency and communication. As a result, marketing efforts will need to be adjusted.
So, what does this mean moving forward? Here are a few things to consider.
Less formality. Audiences are now used to seeing a less buttoned-up version of businesses. For weeks, we have been looking at remote work set ups, “co-worker” children and pets, more casual attire, and more personal interactions. After having such an intimate look into so many people’s lives, it will be hard to return to business as before. Moving forward, audiences will continue to expect transparency.
More communication. During COVID-19, there has been an increase in communication as clients, customers, and audiences await updates, guidelines, and changes. Keeping customers informed with business operations is as important, if not more important, than ever. This increase in communication has set a new standard moving forward. It’s probably a good idea to continue to over-communicate (in a good way) with customers.
Empathy. Empathy in marketing is about understanding a client’s pain and telling their story. This has been a natural result of the past few months. While everyone has had a different experience, no one has remained unaffected by the coronavirus pandemic. We need to ask ourselves how we can translate the lessons we have learned about empathy into relevant content for our customers. We must continue to focus on the customers’ needs and communicate in a relatable way.
User-friendly experiences. The audience is out there, but we need to meet them where they are. Search Engine Watch recently identified important trends to incorporate in post-COVID marketing. One of these trends was mobile optimization. This will be more vital than ever as we move forward. While many industries are down, e-commerce has grown in recent months. Even in a service-based industry, fast, user-friendly websites will no longer be optional. Now would be a great time to make sure your site is performing as it should.
Focus on mission. Now is a time to get back to your organization’s mission and make sure your marketing efforts are supporting it. Remember why you are in business in the first place. Let your founding principles guide the decisions that need to be made for your company. We are committed to serving people and to providing VALUE to our clients, which has helped us adjust our messaging accordingly. Think about your company’s priorities and make sure you are reflecting that through your efforts moving forward.
Stay Flexible. We have seen so many examples of businesses finding new ways to adapt and serve customers. This spirit of ingenuity and flexibility will be vital moving forward. Some things may never be the same, but companies that are willing to constantly shift and find new ways of reaching customers and meeting their needs will separate from the crowd. This will be a good time to examine your goals and strategies and consider new approaches, services, or products that you may not have considered before.
Regardless of the changes that occur to your marketing as a result of COVID-19, the most important focus should always be your customers. Always keep them in mind as you continue to navigate the waters of a post COVID-19 world. By staying customer-centric, you will be able to better understand and reach your audience, which is a win for both the customer and your business.
If you need help with marketing, please contact The Social Bullpen today. We can identify custom solutions to provide your business with VALUE, not just activity.