Every time the world experiences an unprecedented shake-up, things evolve quickly, and a lot is expected of us all. Covid-19 is another one of those shake-ups, to which we must adapt if we are to come overcome.
In the past, multi-million-dollar businesses have been upended during pandemics, wars, and plagues. One lesson stands out from this history: only a business that learns how to adapt can be considered strong and ready to survive — or even thrive.
Marketing is the lifeblood of every business, and also a vital aspect of building a strong business that can thrive post-Covid. Here are a few key ingredients you need to build your business strength.
1. Empathetic marketing
A post-Covid world would be a fragile and sensitive one, in which your customers might have even lost someone. It is wise to send more messages that identify with people’s pain. It is important to gradually steer a good percentage of your customer outreach toward identifying with people’s struggles and offering help or insight where possible.
This might not be a standard mode of marketing your goods or services, but rather marketing through the powerful instrument of empathy. This is typically magnetic and will reflect in patronage for your business.
2. Work with feedback
Your customer’s concerns have changed, people’s priorities have changed, and it is only reasonable that the approach of your marketing changes as well.
One thing that seems to be of great concern for customers going forward is health and cleanliness standards. As businesses reopen amidst a second wave of the coronavirus pandemic, customers are being drawn to businesses that exhibit high standards of cleanliness and health consciousness.
You need to work hard on getting feedback from your customers about their particular concerns, and use the feedback and research to remodel your offerings. For instance, it might be a good idea to include subtle mentions of your cleanliness standards in your ads and correspondence.
3. Re-evaluate the best marketing medium
Businesses all differ, and the ideal mediums might differ as well. But no one should assume that things have stayed the same throughout this pandemic.
To thrive in a post-Covid world, you likely need to re-evaluate your marketing mediums and devote more resources to the ones that prove most effective — whether social media, IM, e-mails, etc. You may also need to separate your customer base into different groups based on what medium works best for each segment.