Welcome to your post-pandemic strategy!
We have to acknowledge the fact that even with a covid-19 vaccine, businesses are unlikely to go back to the way they used to operate. As a result, you need to rethink the way you market your presence. In a world where face-to-face interactions are feared, being seen in a crowded digital place can be challenging. The priority for businesses of all sizes is to stand out and be noticed in a crowded space. The digital competition has grown dramatically since the beginning of the pandemic. Additionally, the audience is bombarded with digital data at all times of day and night, whether they are working, reaching out to friends, or planning their grocery shopping. Inevitably, the mental focus has dropped. There’s only so much information your audience can digest at any given time. In other words, post-pandemic strategies need to walk away from lengthy written pieces.
Differentiate packaging for meaningful display
First of all, while digital channels have become prominent during lockdown, it doesn’t mean that shops can’t be successful. Essential shops are still open. We can also expect retailers to open their doors in the next few months. As a result, it makes sense to consider how impact packaging can be. With social distancing likely to remain in place until the end of the year, visible packaging with details that stand out such as gold foil stickers or bold colours can stand out on the shelf. Rather than reinventing products, lively packaging can give brands a competitive edge.
Show your story for instant appeal
Your audience doesn’t have enough headspace to read long articles. But they are comfortable with video content, which is more digestible. Creating effective and engaging videos is no easy task if you are not familiar with the challenges of this medium. Ideally, small businesses should steer away from a cost-saving DIY approach, as it could make your video appear amateurish. Video marketing is not something to take lightly. Ideally, businesses of all sizes need to partner with a professional video production agency that can maximise quality, engagement, and message delivery. Saving money would be a false economy.
Entertain, don’t promote
With more brands switching their activities online, social media platforms are more active than ever. Yet, being active on social media is not quite the same as being engaging. Hootsuite warns marketers on how to measure social media engagement, listing comments, likes, clicks, mentions, and many more metrics. Are all metrics equal? The answer is no, but which works best for you will depend on what you’re trying to achieve. While many brands are using social media for commercial purposes, an abundance of commercial messages could backfire. With a limited attention span, your audience needs brands that reassure, entertain, and support them during the pandemic. Brands that are aggressively trying to sell with every tweet could lose their social media influence.
Maximise digital technology
When the digital sphere becomes the primary platform of contact between businesses and their audience, you need to diversify your digital tech use. For example, the addition of a chatbot can tackle visitor queries rapidly. A smartphone app can enhance transaction and customer service experiences. Invest in digital tech and solutions that can help your audience.
Being seen when everybody else is fighting for audience attention can be challenging. Businesses need to learn alternative approaches that convey their brand messaging without increasing digital fatigue for their audience.