Managing Through Crisis: How To Succeed In Marketing Your Business Post COVID-19

As the world struggles with Covid-19, consider what would happen after we recover from Covid-19 and how the world will look like to those in the digital marketing space. The pandemic has increased the speed at which we are "going digital" and has given new power to numerous small businesses. Never before have we been so reliant on Amazon or Zoom to overcome the day, which implies that as digital marketers, we need to settle on choices that utilize this new obsession with technology for our potential benefit.

This article will cover some methods for doing that. Let’s get started, shall we?


Marketing Starts With Knowing Your Customer Segment

The long Covid-19 crisis has supported what we definitely know: that brands should communicate in extremely local and exact terms, focusing on specific buyers dependent on their conditions and what is most pertinent to them. This genuinely implies an understanding of the circumstances on the ground, dependent on country, state, or zip code. For specific organizations like banks, cafés, or retailers, it might even mean specifically adjusting your communications on a store-by-store basis.

Beyond geography, we have learned that marketing refers to messages that should be personally relevant, adjusted to an audience’s circumstances and values, rather than demographics, like age and sexual orientation. Making a personal, human connection inside any business message requires defining consumer segments that portray individuals according to different aspects that impact their buying behavior — from their psychographics to attitudinal attributes.

A marketing research study that has conducted five waves of research with 14,500 people in 20 countries since the beginning of the pandemic, has distinguished five unique cohorts of buyers:

  • Affordability First (32% of customers): Living inside their means and spending plan, zeroing in less on brands and more on item usefulness.
  • Health First (25%): Protecting their physical and mental health and that of their family, picking items they trust to be safe, and limiting health problems in the manner that they shop.
  • Planet First (16%): Trying to limit their effect on the environment and purchasing brands that mirror their convictions.
  • Society First (15%): Working together for everyone's benefit, purchasing from companies they view as legitimate and transparent.
  • Experience First (12%): Enjoy the present moment to benefit as much as possible from life, regularly making them open to new items, brands, and experiences.

Applying customer segmentation and personas can bring deeper knowledge to media strategies and unique marketing ideas. Even better, these bits of knowledge can be carried through to illuminate the full customer journey.

Reaching Great Digital Migration To Expand Digital Borders

Purchasers vaulted five years in the adoption of digital in only two months. Huge cohorts of them have been attempting digital for the first time. In Latin America, 13 million individuals made their very first e-commerce business transaction. Buyers are going to digital and reduced-contact methods of getting to products and services. As we look more granularly into the United States, this digital trend is amplified for Gen Z, millennials, and higher-income buyers overall. Social commerce is increasing too: 34% of individuals say they have shopped on Instagram dependent on an influencer suggestion.

This shift is probably going to stick, generally because e-commerce business is regularly more efficient, more affordable, and more secure for potential customers than shopping in actual stores. Additionally, as social distancing and protective measures are the current standards, shopping from our sofas will appear to be significantly more convenient by comparison. Customers around the world plan to expand their share of online shopping across most categories. Net plans to shop in actual stores once the COVID-19 crisis decreases have gone down 7% in both Italy and the UK and 8 percent in Spain. Amazon reported a 26 percent increase in deals in the first quarter of 2020 contrasted with a similar period in 2019.

For marketers, this implies reexamining how to create the best people experience. Obviously, a stronger focus on e-commerce business and digital channels are important, including the development of the goals of direct-to-consumer (D2C) e-commerce channels. One European retailer assembled a working e-commerce platform in 13 weeks. The rapid speed to market is one reason that makes digital such a critical part of fast revenue recovery for brands experiencing an economic slump.

However, marketers should thoroughly consider how to deal with today’s new wave of data and how to utilize it to better customize offers and messages to ever-smaller customer segments. Analytics should play an important role not just in tracking buyer preferences and behavior at increasingly granular levels, but also in empowering quick reactions to promising circumstances or dangers. Existing analytics models may not be as exact while anticipating behaviors in the next normal, and they should be quickly "trained" on the best way to best utilize new behavioral information. This measure of information can assist brands to increase the boundaries of digital into the physical world to make more suitable and significant shopping experiences wherever the buyer is located.

Another, conceivably bigger, ramifications for marketers will be the need to update customer journeys for purchasers who might be in an alternate perspective. At home, customers are comfortable—they want to see loungewear choices in their suggested items, they want to invest time browsing add-ons. They're in no rush—they can "add to cart," then, at that point, return for additional items. They might be shopping at various hours during breaks from their remote-work schedule. They might be shopping for their entire family across various item categories.

End Thoughts:

Having a couple of strong digital inbound marketing strategies to rely upon while the world settles down can not just assist your business in getting back on its feet but it additionally gives you a headstart against your rivals. The vital recommendation you should remember is to zero in on your clients' needs as much as your own.

They are individuals that make your business and they are the ones who will assist you with developing it—regardless of your strategy.

Is your business ready for life post-acute Covid-19? If you need more help, you can find out more by using our resources here. 

You can also be a part of my mentorship program if you need more specific guidelines on using getting your marketing strategy ready for life after Covid-19. 

My program has already helped a lot of organizations turn their companies around and made their own examples of success stories in their journeys. 

If you’re still not sure and have some questions about the program, you can try to contact me directly before coming up with your choice. 

I recommend that you book a FREE 45-minute mentorship with me, and let me show you how I can help you market your products after Covid-19! 

I hope you have a great time discovering some strategies that you could use for your business after the pandemic!

I am so thankful that you took the time to read this article, and I wish to see you on the next topics! 




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