In these uncertain times.
In these challenging times.
Now, more than ever.
If you hear those phrases one more time you’re going to scream, right?
It’s been one year since a world pandemic shut down most of the United States and the way we conducted business and marketing activities drastically changed. As marketers, now that a year has passed, we are forced to take a good look at the ways marketing has (rapidly!) changed in ways that might be permanent.
Preserving a focus on community and empathy was brought to the forefront of marketing efforts during the darkest days of the pandemic – and is definitely a marketing “trend” that is here to stay. The shutdown certainly caused anxiety and stress to be consistent emotions in our daily lives. As marketers, ensuring that messages are empathetic and compassionate is something that is necessary to continue, even a year later. You want to make an effort to be human and speak to consumers without the sales pitch. (Remember- marketing is all about creating that connection!)
And when was the last time you checked out those buyer personas you created? You may have had a crystal clear picture of your buyer persona in the past, but, as we know, things have changed! Businesses are finding all sorts of new buyers for their products or services. Think of all the family members that have learned how to use Zoom just for family get-togethers; Zoom isn’t just for businesses any more.
Have you started doing more online ads since the pandemic started? Well, that is also a “trend” that is going to stay consistent as consumers continue to go online to find the answers and solutions to their problems or needs. Additionally, your digital marketing efforts should still collect data in order to help craft your buyer personas and create impactful digital marketing campaigns using social media, email, paid ads, and more. Your data can help you decide where you’ll need to double-down on marketing efforts that are working and where you need to make tweaks to efforts that aren’t.
You know those 5 statements we opened this blog with? Hard truth: Those statements aren’t unique anymore! Consumers have become “blind” to seeing those statements and they are likely to just keep scrolling past your message. Continue to use phrases and words that are engaging and eye-catching and create that connection. Think outside the box! Remember, you need them to realize that your product or service is solving a problem of theirs!
The pandemic might have shifted the marketing landscape, but it has also created opportunities for brands to effectively reach and engage with consumers at different stages of the buying journey. As the economy continues to recover, there could be an increase in consumer spending, so you want to make sure you’re staying in front of your current and potential customers’ needs.
And of course, there’s social media! Many people have turned to social media for socializing and are now active on a variety of social media platforms- even those who swore they wouldn’t be on TikTok when the pandemic started! This surge in social media use has led to businesses putting a higher focus on building and maintaining strong customer relationships on social media, allowing marketers more efficient and effective communication with their audience.
So while we’ve passed the one-year anniversary of the COVID shutdown, it’s not necessarily a time for celebration. We’ve all adapted in personal and professional ways, and as marketers, we’ve adapted our marketing strategies. That being said, the primary goal of marketing efforts still stays the same: generate brand awareness, increase customer leads, create consumer loyalty, and ultimately grow your business.