Six ‘New Normal’ Marketing Tips for Reopening Businesses

How many times have you heard that? The COVID-19 pandemic has disrupted lives, businesses and markets, often followed by a rule about life that never goes back to what it was.

These are two concepts that many of us are only now beginning to understand on a personal level.

But, on a professional level, this is something we need to address immediately, as our brands reopen business and test our marketing techniques to bring sales and profitability to the “new normal”.

Marketers accustomed to using the iconic sales funnel model require adapting new strategies. The proven approaches that we trust in the past will not necessarily eliminate it here on the new frontier.

This does not mean that we must build everything from scratch. Fortunately, there are some basic rules that take marketing to a post-COVID market.

Let’s take a look at six and see what steps we can take now.

1 floor

Meet with your team to develop a reopening communication strategy that addresses the concerns of all stakeholders in the company – from the return of your employees to suppliers and even local jurisdictions that can monitor the reopening process in your company.

Track what your competitors are doing and, in some cases, work with them so that your industry as a whole can make the most of it.

  1. Communicate with your customers

It sounds simple: you need to communicate with your customers. But we have seen companies slow down their communication efforts during the pandemic. Some have completely abandoned their social media channels.

Whatever your situation, now is the time to intensify communication with the customer. Be transparent and up to date with the specific details behind its reopening. Find out who, what, why, when and how you are reopening, including any new security rules required for personal transactions. Let them know that this is your priority and you will get it back.

Then, communicate this message to all your channels – email lists, social media accounts, website, press releases, wherever you can think. The client will appreciate your sincere and transparent appreciation.

  1. Strengthen your social media efforts

Since the beginning of the pandemic, its customers have increasingly relied on social media and their electronic devices for everything from news and information to contacting friends and family. Now they are in the habit of checking their feeds more often, so take advantage of this and increase the frequency of your posts.

But an important tip: do not overload them with promotional material and be totally absorbed in the sale. Consider posting useful content related to the pandemic and the steps you are taking as a company to make the customer experience more peaceful and secure.

  1. Enhance your digital customer experience

Customer service is not exclusive to a 1-800 call center; Customers expect help through the various channels through which they can contact you. Therefore, it is necessary to initiate or expand the functionality of chat services on social networks.

In some circumstances, this may mean the introduction of face-time features through Face Time, Zoom, or a similar tool or function. Customers are very comfortable with these platforms, whether talking to colleagues or relatives in a nursing home, or through telecommunications services provided by healthcare professionals on site.

The pandemic has generated much resistance to the adoption of technical solutions. Make sure you are there to learn the consumer’s skill level.

  1. Manage expectations

Your customers understand that life is different now. They usually show empathy for interruptions that are beyond the company’s control. But what they do not tolerate is a lack of transparency or open communication.

Be aware of any service or supply chain disruptions that may affect your orders. Explain to them how the new health regulations are getting in the way of how they normally work with you, but then offer alternative ways to maintain your relationship.

  1. Monitor campaign effectiveness

With a strong emphasis on digital promotions, there is a learning curve and a little bit of trial and error. Pay attention to which marketing campaigns work well for your company and which seem to be missing the mark. Also, do the best you can with the campaigns that your competitors are running.

Let’s summarize

Digital marketing is now more relevant than ever. Start creating your new marketing strategies with the idea in mind.

Keep a plan that addresses the concerns of employees, suppliers, partners, and customers.

Don’t promise too much when the customer looks for useful information and guarantees.

Increase your digital marketing efforts and ensure that you can communicate with customers on the devices and channels they live on; willing to solve service problems as well.

Invest in building digital experiences for them – this is the future and your marketing needs to stay up to date.

Finally, keep an eye on your campaign efforts and pay attention to what is working (for you and others).

Conclusion

The reopening during and after the pandemic present’s challenges and opportunities. For marketers, now is the perfect time to take advantage of new marketing and communication approaches to differentiate your brand from the “new normal” in your industry.