UK businesses have been forced to adapt during the Covid-19 pandemic. Whether reducing operations or asking staff to work from home; now is a time of change. But what happens once the crisis calms and a sense of normality resumes?
No one knows for sure, but we will undoubtedly see longer term changes in the way businesses operate including a surge of companies going online.
A new way of operating calls for a new way of marketing. While many SMEs already do some form of digital marketing, can ‘pivoting’ your strategy help achieve tangible results? With the way we communicate and the way we work being challenged in lockdown, it seems natural that marketing strategies will shift to react to a new way of working.
For businesses new to digital marketing, there is a period of adjustment. Channels that work for some businesses will not work for others. Finding the right platforms is half the battle. So, what is pivoting your marketing? For businesses that previously operated offline only, investing money in marketing may have meant leaflets, events and more traditional methods of promotion.
Websites are becoming increasingly important, keeping businesses in front of their customers during a time when there is less visibility via other means. Therefore, directing customers to websites via email marketing, social media and Google Ads for example could be a smarter investment in your future.
Some of the sectors that have been working at an increased capacity such as pharmaceuticals, food and logistics are continuing to keep in touch with customers. The supermarkets are a great example of how marketing needs to adapt to the circumstances. Consumers are no longer only interested in offers and recipes as safety procedures and retailer responsibility rightly take precedence.
While different industries face different challenges over the coming months giving customers the right messages at the right time will play a part in determining which companies will build loyalty among their customer base.
Other businesses may find that their current business model is no longer in demand and as such have changed their focus to new products and markets. This requires a shift in strategic focus and digital marketing allows the flexibility to try new routes to customers without having to fully commit to a platform. Things to consider include what your business goals are now, what budget you have and algorithm updates on some of the main platforms. These variables will affect decisions around how you can successfully pivot your actions.
At a time when staying connected virtually is the new norm, entire industries built upon face to face networking are pivoting the way they communicate. Messaging has never been so important; listening to customers is crucial. What are their problems and how can you help solve them? How can you make their lives easier? Where are they spending their time?
Now is the time to pivot from looking at what you think you know about your customer base and working out what has changed and what you actually know. The businesses who want to help their customers, who demonstrate loyalty to their customer base and communities beyond simply driving sales will reap the rewards of customer loyalty long term.
For a no-obligation chat or advice about helping keep your business connected, please contact Simon@prgltd.co.uk
