SMEs POST COVID-19 COMMUNICATION

GIVE YOUR BUSINESS A CHANCE! WE WILL NOT BE SUCCESSFUL IF WE DON'T DO ANYTHING.

Before looking deeper into the marketing of your company, it's important that, above any and all services and products promotion actions, your clients knows what your brand or organization is doing in the current context. Keeping the pre-pandemic tone or pretending that nothing is going on is not gonna lead to good results. Communicating assertively with the clients, "telling them" what you are doing to adapt to the reality we are living in is an indispensable positioning for the new consumer of this new normality.

Since the beginning of the pandemic, we have been talking a lot about trends and consumer's behavior changes. According to data provided by institutions like Comscore, Global Web Index, Kantar, MindMiners and Nielsen, many shopped online for the first time. Some studies show that, post-pandemic, half the consumers will choose brands based solely on their prices. What does that mean? How should a company communicate from now on?

We are all aware that, with the gradual increased flexibility of quarantines, people are going to go back to their everyday life, but the way they shop based on the price of brands is undergoing a lot of changes.

Clients are more aware, health will have a greater impact in people's lifestyle and we will all be careful with hygiene. We are more drawn to the consumption of local products and online services are more present than ever, whether it's through video-conference meetings, telework or even telemedicine and shopping in general.

Which is why it's very important for companies to adapt to this new normality (reality). According to McKinsey & Company, companies must direct their efforts to three pillars:

  • Implementing actions to respond to the crisis (keeping the regulations in mind and following them);
  • Understanding the opportunities that were created, trying to achieve a healthy and profitable recovery;
  • Adapting to the new consumer, understanding your client as if you didn't know him/her. The client's relationship with your company might stay the same as when it stopped, but should he/she change, you will be ready to serve him/her without being surprised.

THE INTERNET IS EASIER TO APPROACH, IT'S MORE SPECIFIC AND A LOT CHEAPER. YOU JUST NEED TO BE CREATIVE AND TO KNOW YOUR CLIENT TO REACH HIM/HER MORE EFFICIENTLY.

Other moments of crisis have already shown us that the recovery is possible and that opportunities will come up, but we need to stay alert, and look deeper into communication and marketing. Regarding communication, we know that organizations that invested in advertising during crisis periods in the past (economic or social), had a better and faster return compared to the companies that froze their investments in the marketing sector. Now, more than ever, it's important to make sure that everything is communicated and complied with - from the value propositions to the delivery deadlines, information, announcements and possible offers.

We must create communication and marketing strategies, betting, for example, on the digital. The strategies that gather all the aspects of communication are more important than ever. A good content marketing strategy, social networks, maybe an online shop and the corresponding promotion strategy, are essential to attract new customers. It's also important to know where to invest your digital budgets and carry out campaigns with an analysis of ROI, such as Facebook ads, Google ads, positioning in search engines, etc., that will increase the number of visits to the websites and make sure you reach your target audience. Choose a contents strategy with the right keywords and develop interesting content. Mail marketing will also be a valuable contribution, since it's essential to promote your products and services in a quick and direct way.

GUARANTEE YOUR PLACE IN THE COMPETITION AND RISK WINNING, BY BETTING ON A DIGITAL MARKETING STRATEGY!

Xana PEREIRA
BRAND STRATEGIST
xana.pereira@viseeon.com

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