Maximizing your Marketing Success in the Covid-19 Environment
Changes in the way we market have been greatly accelerated in the Covid-19 environment. “Doing what you have always done and expecting the same results” probably will not work. As businesses re-open I see a lot of the same marketing methods, using the same content without any validation as to who their customers are now and what their current needs are.
Validation of your customers’ needs should be made every six months for the next several years. In keeping with this validation, your marketing efforts have to be constantly evaluated as to effectiveness. In a recent article it was stated that more than 60% of consumers find marketing content that is no different than before the pandemic to be “annoying.” Marketing must acknowledge that the Covid-19 is impacting your customers and prospects and we have to re-examine and re-tell the benefits of our products and service in the “new normal.”
Our markets are still apprehensive about the economy and the future of their businesses. Now is not the time to push for a quick sale, but rather to develop relationships with a longer term sales cycle. A “drip campaign” may be the most effective method of increased sales over the next year. Past statistics have shown that a prospect will look at your offer and make an almost instantaneous decision whether to buy or not buy. Some will react as quickly as before, but I believe that the constant benefit offerings over a longer period of time (say one year) will result in a much better bottom line.
Change requires you to change and the adaptation of new marketing methods will require you to reach out of your comfort zone and ask for help. Remember the following:
- You have to change your marketing methods and content.
- You have to know what your customers pains are now.
- Tracking your marketing results is a must.
- You don’t have all the answers, so ask for help.
Sharing experiences with other BizQuack members is always a win-win.
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