As the dust settles on that first catastrophic round of the pandemic, it’s inevitable that businesses will take stock of why some companies struggled to stay afloat while others seemed to keep humming along.
While there are countless factors to examine, when it comes to marketing, you can look at a few key trends that seemed to contribute to resilience. These practices tend to shore up a company no matter what kind of circumstances are at hand. There may be future waves of COVID-19 variants, a new virus altogether or some kind of natural disaster or economic challenge.
Nobody could have predicted the arrival of COVID-19 and its impact on businesses, but you don’t need to predict the future to be ready for whatever comes your way with these strategies:
Invest in Digital
Companies that were already well on their way to digital transformation had an easier pivot than those relying on in-house systems. Choosing digital methods for your marketing activities means that you can engage with audiences from anywhere with an Internet connection. There’s no interruption in your posting schedule, your blog production, or your email campaign.
Focus on Authentic Relationships
As COVID-19 settled upon us, one thing was certain: the companies that stuck to telling you how awesome their brand is were soon hearing a lot of silence in response. Companies that pulled back on self-promotion and took a moment to read the room found that their audiences were wanting warmth and connection. They wanted to work with brands that listened to their customers.
Building relationships based on authenticity is never a bad way to invest your time, even when everything is going great. There may not always be a pandemic raging, but even in the best of times, your customers have challenges and problems that they need help solving. Finding a company that connects with that need and says, “Here, let me help you out,” is a relief.
Work With Clean Data
Many marketers relying on data found that their reports were suddenly irrelevant in a world where in-person shopping, dining, everything was traded for digital versions. The segmentation reports that used to tell you how much time your various audiences spent on particular social media platforms were invalid.
For companies accustomed to cleaning up data and staying current with trends, it wasn’t a huge deal to shake off the dust and plan for the new reality. Businesses that struggle with agility and flexibility had a bit more of a challenge.
Getting ready for the next challenge doesn’t require you to think of every potential disaster or threat to your business. Instead, think of it as an opportunity to consider what kinds of practices make for a strong, growing business that is generating leads and building customer loyalty.
Contact us at DirectMail.io to learn about our automated marketing solutions that provide you with digital resilience against everything from pandemics and natural disasters to your everyday competition and market trends.