Working from home has been normalized, traditional work hours are shifting . . . what’s next? We’ve already talked about how your marketing budget might need to change in the midst of the pandemic, but when it comes to your marketing strategy and tactics, what else has shifted in the past six months? Let’s take a look!
Being authentic is more important than ever
Trying to be something you’re not seems so pre-COVID! Seriously though, being authentic and true to your brand has never been more important. These days, people read right through an inauthentic message or even worse, a tone-deaf one. It’s crucial to show your audience the human element behind your brand in order to connect in a personal, genuine way. And it’s definitely time to step away from the “in these unprecedented times” language we’ve all heard way, way too often!
Helping > Selling
It’s all about helping others right now. But as a brand trying to maintain your business, what does that mean for you? Don’t worry, the answer is simple: it means listening to your audience’s needs and reacting accordingly. Where and how can you help? That’s what your marketing message should be about.
Whether it’s something as simple as offering valuable resources or something more intense like mortgage relief or providing services at a reduced fee, the companies who are standing out right now are those who are striving to make a difference and genuinely help people . . . because they want to, not just to make a sale.
We’ve all likely seen plenty of our friends, family, and co-workers on Zoom, FaceTime, and other similar platforms over the past few months. But, have you tried speaking to your audience in the same way?
That authenticity we mentioned above shines through on video. In the past, we may have suggested a larger scale production when creating a video but these days, the “realness” of phone and Zoom videos can work just as well, if not better! So instead of spending hours setting up filming equipment and editing a scripted video, just press record to connect with your audience in an authentic and genuine way.
Press send, too!
Whether we’re willing to admit it or not, we are all spending more time at home right now and that probably means we’re spending a lot more time on our devices as a result. As a brand, you should absolutely be taking advantage of one of the easiest ways to reach your audience on those devices– email!
Are we recommending you email your customers daily? Nope, we sure aren’t. That will (almost) always be annoying and likely not very effective. However, it’s okay to reach out to your audience more often when you have something important (and authentic!) to say. We’d even suggest adding in some messages of encouragement or uplifting stories to brighten your audience’s day (speaking of, have you signed up to receive our emails yet? If not, click the mint-colored tree in the bottom right corner of this page!).
Find YOUR new normal
There’s no doubt that things are going to continue to change. We’ve heard a lot about finding the “new normal” in life, and that goes for your brand, too! The strategies, tactics, and messages that worked really well for you six months ago may not be the same ones that are going to work today. It’s time to find your new normal. And in the process, don’t be afraid to make your own rules!