While some Phoenix business owners are struggling to stay in business, others have turned to marketing as a partial solution to their problems.
The world has changed for business owners over the past six months, and Phoenix business owners haven't been immune to the fallout of the pandemic. While some local businesses are struggling to stay in business, others have turned to marketing as a partial solution to their problems.
While even the best marketing strategies can't combat government regulations, and lowered consumer spending, an effective marketing campaign will at least keep your brand top of mind during these difficult times. An effective marketing and communications strategy also gives customers a compelling reason to purchase from you and not your competitors.
Phoenix business owners who are thriving during the pandemic are being flexible with their marketing strategies, communicating with customers more frequently, and upping their online visibility. Here are 5 ways your brand can do the same.
1. Reshape Marketing Campaigns
It's important to meet customers where they're at. To remain relevant, the first thing successful business owners are doing is auditing their current marketing plan. The strategies that worked well last year, such as traditional advertising, or event marketing, will likely be ineffective in a post-pandemic world. Marketing strategies such as public relations, SEO, and social media marketing are far more effective, as people are more glued to social media and the news than ever before.
2. Evaluate Language and Imagery
Visual communication is potent in sending your brand message. The secret to thriving during the crisis is reframing the talking points, imagery, and marketing language you're sending to potential customers, in order to match the current situation. If you have scheduled content that is no longer relevant, the best thing is to push the timeline to a later date when things cool down, or to replace it with something more relevant.
3. Ramp Up Social Media
The most strategic move enterprises took following the COVID-19 outbreak was kicking up customer engagement on social media platforms. According to a recent study, 79% of Americans have profiles on social media platforms. Businesses understand that this is the prime time to ramp up social media efforts, and that doesn't just mean posting promotions on social media all day. More important than social media promotion, is engaging with potential clients and customers online, so they can build rapport and loyalty with your brand.
4. Enhance Virtual Relationships
It is easier to build relationships online than in person. To continue communicating with customers during Covid-19, businesses are creating strong relationships online. Enterprises are keeping their conversation fresh, open, and honest. Email marketing is tremendously growing as businesses look for a convenient channel to connect with the audience. Similarly, virtual meetings have become vitally important for staying in contact with customers and key stakeholders who may not be able to visit you in person. The companies that are thriving during these difficult times are more genuine, empathic, and thoughtful with their audiences.
5. Increase Online Presence
Christopher Amos, founder of No Boundaries Marketing, a digital marketing agency based in Surprise, AZ offered this input, "We can all agree that COVID has taken old marketing strategies and made them obsolete. Granted, we have largely been a digital society now for years, but the pandemic has forced consumers to change the way they do business now. Having a strong online presence is no longer optional."
With the coronavirus taking center stage and social distancing suggestions in place, there is no better time to improve online presence. Businesses are growing their presence online to attract new customers and retain existing ones. Consumers are getting abundant information about what companies have to offer on the internet. Since the pandemic emerged, people are spending even more time online, and businesses are taking advantage of it.
Amos continues, "The key to local businesses success will be how well they rank online for their products and/or services and how well they stay in contact with potential customers. A dynamic website coupled with a strong SEO strategy, engaging social media content, and a consistent email marketing campaign will serve a business well in a post-COVID world."