Time for a New Marketing Plan for a New Normal

25 May Time for a New Marketing Plan for a New Normal

We’re not being overly dramatic when we say that life has changed and, in some ways, permanently. Not only have day-to-day activities changed, but long-term goals and priorities are changing as well. From a business and marketing perspective, the Coronavirus pandemic has basically torn the conventional playbook to shreds. It’s time for a new marketing plan for a new normal.

There is no more business as usual, which means there is no more marketing as usual. Nobody knows what “normal” will look like in three months, six months, one year, or five years. There are steps, however, that businesses should take to adapt to today’s reality and prepare for a new state of normal.

Evaluate How You Communicate and Sell

People want to know how your company is keeping employees and customers safe, so make sure you’re communicating this information clearly and transparently. As stay-at-home restrictions are eased, this information will be even more important, so continue to keep people informed.

You should also review the messaging and imagery on every page of your website for any content that could be considered insensitive or inappropriate. Each person is dealing with their own reality, good or bad, so brands need to be aware of these challenges and show empathy.

Depending on your company and industry, you may find that you have to make significant changes to your marketing and business development strategies. For example, if you rely on trade shows to find new business, you’ll need other options, at least temporarily.

Are their opportunities to gain exposure on the digital or print platforms of the organizations that host major events? Can you contribute content or a webinar to a trade publication that caters to your audience? You may want to consider beefing up your email marketing or creating your own virtual event via video conferencing or live webinar.

When developing content and planning your own email and social media campaigns, things like timing, tone, appropriateness, and authenticity have never been more important. Be aware of current events and avoid overt self-promotion. Focus on earning the trust of your audience and providing them with information that’s relevant, valuable, and useful.

Perform a Technical Website Audit

The performance of your website has never been more important than now for promoting your products and service. A technical website audit involves looking for glitches and errors that could affect the user experience. Are there broken links? Are all plugins, contact forms, and other features working properly? Are there any steps that can be eliminated to simplify the customer journey? Are pages taking too long to load? Is your website secure?

Find the Right Balance

As a small business proudly serving fellow small businesses, we know how much our customers rely on the online tools we design and support to sustain their companies, especially during difficult times. We firmly believe that by working together, we will weather this crisis and bounce back stronger than ever.

It’s time for a new marketing plan for a new normal. Contact us to schedule a consultation, and let us help you implement the tools that enable you to succeed now and prepare for the future.