There is a common understanding that businesses need to adjust their marketing strategies to embrace the world’s “new normal” as the world emerges from the shadow of the pandemic. Consumer behaviour and preferences have undoubtedly changed due to the global health crisis, giving businesses a rare opportunity to deploy post-pandemic marketing tactics to lay the groundwork for long-term success.
Here are some common post-pandemic marketing strategies that may help your company navigate the post-pandemic effects:
- Embrace Digital Transformation
The need for isolation to prevent the spread of COVID-19 has accelerated the shift to digital platforms. Suddenly, shifting online is no longer an option but a necessity, making it imperative for businesses to adapt to the digital landscape.
Most businesses have invested in creating a user-friendly website and have optimised it for search engines to leverage social media and email marketing. Digital channels provide a cost-effective way to reach a wider audience and engage with customers. Embracing e-commerce and mobile applications can also open new revenue streams and enhance the customer experience.
While social media is the best way to connect with customers, knowing the right platform to amplify your business is essential. In Singapore, for instance, a study[1] indicated that, as of January 2023, 83.2% of Singaporeans aged 16 to 64 used WhatsApp. 76.4% used Facebook, while 64.4% used Instagram.
While WhatsApp may be a messaging service, companies now use it to provide clients with individualised, concierge-level service due to its high popularity among Singaporeans. Emphasising social media preferences while designing a marketing strategy will likely bring better results.
- Create Engaging Content
Companies now commonly update their social media with engaging content like blogs, memes, GIFs, posters, and videos. As per a report by Ironpaper.com, 80% of all social media users enjoy learning about different brands through content. Meaningful content helps businesses connect with their audience, which in turn helps amplify the brand’s visibility by featuring it in their timelines. Hence, creating relatable content must be a significant part of your marketing strategy. [2]
Using Search Engine Optimisation (SEO), a method used to maximise the website’s technical configuration, link popularity, and content relevance so the web pages can become readily accessible and popular when customers search on search engines like Google, is another cost-effective strategy for raising your brand’s visibility. Local SEO is beneficial, particularly for small businesses, as it helps them rank quickly on search engines when local customers are looking for a particular service.
Lastly, personalised content ensures two-way communication with the customer. Thus, it is crucial to include other digital platforms, like email marketing, in your marketing strategy to make your business’s offerings more personal.
- Prioritise Customer Experience
Since most transactions nowadays occur online, businesses must focus on providing customers with a remarkable customer experience. To do this, ensure safety precautions are in place, communicated, and offered with personalised recommendations, high-quality customer care, and a seamless online buying experience.
Customers’ favourable experiences should encourage loyalty and word-of-mouth recommendations, which boosts the reputation of the brands. Respond to the requirements and expectations of the customer as soon as possible, and ensure that your interactions are genuine and transparent to achieve this.
- Invest in Influencer Marketing
As more individuals turned to social media for inspiration and entertainment throughout the pandemic, social media influencers have grown considerably. Working with influencers that share your brand’s beliefs can enable you to connect authentically with their engaged audience. Influencers can increase awareness, create buzz, and encourage sales. Consider building long-term relationships with them to establish a brand reputation and loyalty among their followers.
- Maximise Data and Analytics
Data has become the cornerstone of successful marketing strategies. Data collection and analysis offer priceless insights into customer trends, preferences, and behaviour. Utilise analytics software and customer relationship management (CRM) systems to identify your target market, improve campaigns, and tailor your marketing efforts. Businesses may use data to make wise decisions, spot opportunities, and forge closer bonds with customers, all of which contribute to long-term growth and profitability.
- Focus on Purpose-Driven Marketing
The pandemic has amplified consumers’ expectations for brands to take a stand on social and environmental issues. Purpose-driven marketing can help your company connect more deeply with your target market. Align your company’s beliefs with meaningful causes, and communicate your commitment through authentic storytelling. Promoting sustainability activities, charitable endeavours or community involvement can improve brand perception, increase consumer loyalty, and draw in socially responsible customers.
- Use agile marketing techniques
One of the things that the pandemic taught us was adaptability and agility. Marketing plans must be adaptable to quickly adjust to shifting market conditions. Shorten planning periods, evaluate performance often, and alter campaigns as necessary to adopt agile approaches. Utilise social media monitoring and real-time feedback to stay in touch with your audience. You may seize new possibilities and keep ahead of your rivals by being adaptable and agile.
The pandemic’s aftermath has presented businesses with various opportunities and problems. Implementing these marketing techniques may help your business recover from the pandemic’s effects and position itself for success. As we all negotiate this new landscape of the post-pandemic age, adjusting to the new normal and building solid relationships with your target audience are the keys to recovery and viability.
[1] Social Media Statistics in Singapore (Updated January 2023)
