Marketing Digital
Publicidad digital B2B vs B2C: Estrategias de conversión para cada sector
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June 27, 2020
Action Plan for Your Brand After COVID
Unlike previous years, this summer vacation we stayed at home. This has had a great impact on media advertising and sales in physical stores.
And we still have a few months before all businesses reopen. How do we prepare for this? Below we share some tips you can use to rethink your digital marketing strategy.
Adaptation of Strategies
It is important to start preparing for the recovery of activity before businesses begin to reopen. Your brand must remain relevant during the crisis.
Re-attract and gain new consumers through innovation and investment in reward or loyalty programs.
Development of Digital Platforms
It may have a high cost as an initial investment, but in the long term, it will make your brand a more viable purchasing option than businesses that do not yet have digital tools for their sales.
Reinvent Your Communication Plan
Establish communication platforms to increase the value offered to your customer. As we have mentioned a lot in previous articles, content marketing cannot be missing from your digital strategy. After the pandemic, users will want to know what has changed in your brand. You must be able to communicate that you care about the current situation and the health of your consumers, beyond just the impact on sales.
Employer Branding
We often forget the soul of our business: the employees. They are also a fundamental part of the bond created with your customers. If they do not have the necessary sanitary measures to do their job, they will not feel comfortable or prepared for this return to activities. Take advantage of the use of social networks to improve the bond with your employees and have all their support in this transition.
Updated Information at Every Moment
If something is experienced today more than ever, it is uncertainty. Try to keep your customers, suppliers, and community informed of what is happening in your business. Even if you are not sure when you will reopen your doors, let them know you miss them and hope to be back as soon as possible.
Conduct an Analysis of Your Before and After
This is a very important step when rethinking your strategy. The changes that have occurred are profound and unprecedented; it is vital to recap and reexamine who you are as a brand.
Consider the following points to conduct your analysis:
Customer
How has your customer evolved during and after the crisis?
What are their expectations, needs, behaviors, and priorities in this new environment?
Brand
What is the purpose of your business and how can it better serve customers?
Does your value proposition need to evolve to remain relevant? If so, how?
Product
What are the key best-selling products and high-interest categories that interest your customers today?
Is it the right time to consider new categories, new services, and new business models?
Store
What is the impact on the store channel, its role, and corresponding operations?
How do you keep your customers and associates safe while playing a new role in the customers' lives?
As you can see with this article, the most important thing is to set aside the communication and strategies you had before this contingency. The important thing is to analyze how your customers have changed, how they have modified their way of consuming, and what you need to change as a business to help your customers, collaborators, and suppliers with this transition.
Sources:
Evercom, BlueFocus, 2020.
Deloitte, 2020.
