Our marketing environment has changed drastically. And that means your marketing tactics for the year may need to follow suit. Here are three ways social distancing is affecting your customers, and what you can do about each of them. Spoiler alert: Your website and social media team better be ready, or it’s going to be a tough year.
But first, we have an issue with the term social distancing. While we wholeheartedly encourage everyone to stay safe and follow the government’s recommendations, in times like these, we need each other more than ever. Let’s practice “physical distancing” and encourage “social closeness,” virtually of course. It’s what we need to get through this situation stronger than ever.
1. Shopping online is now a necessity. The pandemic has forced many to forgo the mall and big-box stores and shop online. Marketers need to ensure that their websites are equipped for e-commerce and, perhaps even more important, that their Amazon Storefronts are optimized for sales. Chances are, this situation is going to encourage even more people to shop online in the future, so investments in this area are a smart business decision even if you plan on retaining a physical store location.
2. People need to connect with each other. Humans need each other. Right now, many people are missing those daily interactions at the office water cooler, gym or neighborhood watering hole. Smart businesses are using this opportunity to authentically nurture relationships with their customers through social media. Consider virtual sneak peeks into the lives of your work-from-home business life, videos offering brand-appropriate tips or lessons, or at the very least, diversifying your social media stream to meet your audience’s needs. If you need help crafting content that is sensitive and appropriate, yet aligns with business objectives, talk to us.
3. There’s unscheduled free time that needs to be filled. For some, their commute has gone from across town to across the hall, shaving hours from their work day. Others are without a job until the world resumes. Regardless of the reason, many have more free time and are filling it watching YouTube and surfing the net. Marketers who never before used digital advertising should consider it now so they can be where their customers are. And now is not the time to neglect email. Mailboxes are currently being flooded with COVID-response emails, many which are getting fairly high open rates. While we don’t know if that trend will continue, we do know that now is not the time to drift away from your consumers. Offer the right content, and many will have the time to view it.
If you need help with any of these initiatives, consider the digital team at Media Relations. While we’re not physically together right now, we haven’t skipped a beat working remotely. We’re ready to help you manage and upgrade your website or social media, embark on a digital advertising campaign or refresh your email marketing. To help you get started, we’re offering free consultations with one of our digital experts. Simply call 952-697-5269 or complete this form.
