digital marketing strategy

How to Plan Your Digital Marketing Strategy Post-COVID

Many businesses are looking for a digital marketing strategy that works post COVID-19.

What we’ve found is that businesses typically fall into one of these three categories.

  1. They have no online presence at all. And COVID came as a rude awakening that they needed to be online.
  2. Businesses who already have a website, but they aren’t doing anything with it. It doesn’t attract any traffic, so they don’t get any results from it. They realized an online marketing strategy is essential to bring in customers to their site.
  3. Businesses who already have a website with some digital marketing strategy going on. But during COVID, they found out that their strategies no longer produce the same results. So they’re looking for the latest strategies that will work post COVID.

If you relate to any of them, you’re in the right place and at the right time. You’re about to discover strategies that work post COVID-19.

3 Important Criteria When Planning a Digital Marketing Strategy

  1. Quick to set up and get results. Because COVID came so suddenly, you need to be able to react fast and start seeing results.
  2. It is affordable. Many businesses are hurting because customers are spending less.
  3. It has to work in the ‘new normal’. Digital marketing evolves quickly. The customer demands are constantly shifting. Strategies must be fundamentally sound and will work post COVID.

 

2020 Digital Marketing Strategy that Works Post COVID-19

1. Having An E-Commerce Option On Your Website

Since shops are closed during COVID, many people had to shop online. Even those that have never purchased online before had no other choice but to buy online.

And for a couple of months, they got used to the convenience of buying online. They don’t have to spend time going down to the shop. Or to wait in long queues to checkout. Also, when businesses start to open up again, consumers are still fearful of their own safety.

With just a few clicks of the button and at the comfort of their own homes, they’re able to buy what they need. And the items are delivered right to their doorstep.

As consumers adapt to this new buying behaviour, businesses too need to change. The good news is that it’s not complicated.

You can put up your products or services on your website. And attach a payment processor to take the orders. Customers can make their purchases easily and don’t require any of your team’s time.

Having an e-commerce option on your website is no longer a luxury item. It’s simply something you can’t afford to ignore.

Consider this:

Your customers are looking to make a purchase online, but they can’t find a way to buy from you. What would they do?

Chances are they will look for a competitor and buy from them instead. Thus, provide an e-commerce option to provide the convenience that consumers want and stay ahead of the competition.

2. Focus On Helping People Solve Their Problems

During turbulent times, your digital marketing strategy should revolve around finding what your customers need and providing it to them. Sometimes you would even help them for free.

For instance, there are many software companies, like Notion, that provided more features free of charge. They saw the need because teams are working remotely.

They took this opportunity to add more value without charging more in order to get more users. Instead of taking advantage of the situation, they’re playing the long game of building relationships with their customers.

Post COVID, your digital marketing strategy plan has to be about helping people. Continuously communicate with your consumers on their needs. And help them to fill that gap.

This is an excellent opportunity for you to gain market share just by being helpful. Eventually, when times are better, they will be ready to spend more money with you.

3. Adjust Your Messaging With The Right Tone

As many businesses found out during COVID, the messages you send out to prospects and customers are vastly different than before COVID. The messages that work are those that show care, concern and empathy.

Messages with empathy will continue to work post COVID. If you have not adapted your messaging strategy, this is the best time to do so.

Consumers ignore messages from brands that are tone-deaf. They don’t like it. And they don’t resonate with it. Before sending out your next message, carefully think about the reality that your consumers are facing right now.

4. Use Email Marketing to Maintain Customer Relationships

Once you have figured out how you can help your customers, it’s time to get your message to your customers. One of the best ways to do that is by using email marketing.

According to Campaign Monitor, the return on investment for email marketing can be as high as 4400%. That means every dollar you put in returns $44. It is by far the most profitable and highest revenue-generating digital marketing strategy there is.

The cost is typically associated with the marketing spend to acquire that lead. Once you have their email address, it costs very little to send them emails regularly.

With email marketing, you don’t just want to bombard your audience with promotions after promotions. That is what most businesses do. Customers don’t like this and will ignore those messages.

The right way to approach email marketing is to use it to build a relationship with your customers. Keep in touch with them by continuously providing valuable information and resources. Find out what they’re struggling with, address those concerns, and provide them with solutions.

5. Let The Data Guide Your Decisions

The beauty of digital marketing is the amount of data you can collect. You can even see the data in real-time. But all the data collected doesn’t mean a thing if you don’t utilize it.

Post COVID, expect the situation to remain dynamic and unpredictable. That’s why it’s important to look at the data to see what is working and what’s not working.

You might think you know what customers want. But by looking at the data, you know exactly what they want, without any guesswork.

You can quickly launch small campaigns to see how the market responds. If the response is good, you may choose to increase your budget. And if it doesn’t work, you will quickly know. You can stop the campaign or adjust it, so you don’t continue to lose money.

Any digital marketing strategy post COVID has to be based on data. You can save money on losing campaigns and scale the winning campaigns for more revenue.

Conclusion

Planning a digital marketing strategy can be a daunting task for any business. Apart from marketing, there are other business issues to think about. Don’t be afraid to reach out for help so you can focus on helping your customers and running your business.

If you’d like to have a chat on crafting your digital marketing strategy, please book a call.