The Pandemic caused by the COVID-19 virus has caught us off guard on multiple levels. A lot has been written on this during the period of crisis, and in this article, we want to focus on what comes after the Pandemic, with the emphasis on a few ideas you can apply to digital marketing. 

Apart from the crisis showing that some meetings can be replaced by emails…

Image 1: One of the memes which makes fun of the situation. Source: @dudewithsign (Instagram)

…it definitely became clear how important and significant digital marketing and continuous online presence are. 

If you want to grow your business, make it easier for consumers to find you, improve digital marketing and stand out in the market, let’s do it together.

If you ask me, the new normal of digital marketing is actually the normal of digital marketing. There are certain things you simply have to do, prepare, and have in place if you want to do serious marketing. In the market, we still see examples of hastily trained digital campaigners or improvised strategies like “take the followers & likes and run.” 

If you still don’t realize what a well-set-up and developed online presence can bring you, then the new normal of digital will look the same as it did before and your business will not move ahead. Digital marketing always requires regular and ongoing tracking, evaluation, optimization, and revision. During the crisis, some brands and companies trimmed their budgets and halted their activities completely. However, some spotted the opportunity to stay active, adjust their communication, and harness the potential of digital marketing. That way, they managed to stay in contact with the consumers and address their needs. Some businesses have taken advantage of the period of the slowdown to reexamine marketing strategies, and the others have recognized they can’t do without digital marketing, initiating strategy development as a result. What did you do from all these things?

Whatever the answer is, in the following sections, we’ll share a few ideas for digital marketing activities you can focus on in the period to come. They will enable you to seize the opportunities and step up your overall approach. 

Put together or adjust your digital marketing strategy 

In case you have a strategy set up, you should review it and figure out what the things you need to adjust in response to shifts regarding consumer habits, market, and competition are. Don’t forget— it’s always imperative for a brand to be visible and work on spreading awareness. If you stop your activities and disappear from the radar of the audience, it’s very difficult and challenging to return where you left off and get in close touch with the consumers once more. 

Digital marketing is the fastest channel of communication, and a whole lot of content gets distributed through it every hour. A good portion of this content isn’t measured and tracked via analytics or adequately optimized. This is an opportunity for you to accelerate the growth of your online strategy and carry out the digital transformation of your business. In case you mean to do that, reallocate the budget and increase the share for digital marketing. 

If you suspended marketing activities, that’s something understandable. However, if you do plan to continue them, know that digital marketing has its advantages— it’s quicker and demands smaller budgets. Moreover, it’s easy to track metrics and optimize campaigns efficiently.  

Reconsider performance marketing method

If you handled performance marketing in one way before, now it would probably be a good idea to adapt it. Sales funnel plays a vital role here because it helps you reach new customers/users. After the Pandemic, digital marketing ought to be guided by purpose and a human-centric approach. Your campaigns should be calibrated in order to solve the problems of the audience and build trust with it. Take into account channels that are available and assess your capacities. You should conduct social media marketing with continuous tracking and analysis. SEO and web analytics allow you to understand what users are attracted to and how you can fine-tune your campaigns. And if your campaign includes a CMS, it’s easy to pay close attention to everything and get your content ready. 

The goal of performance marketing is to improve the ROI of digital marketing and to tie up core messages, CTAs, and the right audience. Make sure that campaigns and creative assets are purpose-driven and get the right reception from users. 

Take a look at your website

The time is right to identify where the room for improvement is, and you can do it by investigating your site/sites. See if it’s necessary to update or fix anything. Dedicate some time to scope out what the competition is doing— what kind of websites they run and what content they create is. Maybe you can get some inspiration for your own site. Also, you could find out you need a completely new website or need to introduce online shopping functionality. 

Do content evaluation 

Take your time to go through all the content you own, including photos, video materials, digital solutions, print media, blog posts, email campaigns, websites, presentations, etc. Do some evaluation: be objective and think about the content that would be the most effective, as well as the content you could repurpose with a new CTA. You may have the most fabulous photos in the industry, but if your copy or messages aren’t adequate and inspiring, those photos will fail to yield real results. 

Bear in mind creative digital solutions, photography, video, and copy always need to work as one. 

Hold a photo or video shoot 

Photoproduction for the internet and social media can be very simple, provided you have a strategy for your approach and branding and know your target groups, meaning their habits and interests. According to these criteria, you can plan the content and determine what types of photos you need to execute the strategy. Check out examples of our photoshoots here and here. 

Video is a powerful digital marketing tool. When planning a video campaign, think about all the channels you can use for publishing. You can leverage video production to craft more video material tailored to specific individual channels. For YouTube, you may record a bit longer video, while a shorter one can be distributed via Instagram. In addition, you could create a vertical video to deploy advertising campaigns on Instagram Stories. Some examples of campaigns that involve video production you can find here and here.

Teamwork 

If you have a marketing team, you’ll benefit from the collaborative approach, as well as the exchange of opinions, ideas, and information in the following period. 

Also, consider enlisting an external, specialist opinion. You can hire an agency that will bring a new perspective and fresh ideas to the table, helping you come up with the right solutions for upgrading your digital marketing. 

Just don’t sit idle and wait. Get in touch with us— we can devise a new digital marketing strategy and campaign together.