Serenity’s guide to re-opening your business post-lockdown
DATE: 28th May 2021
TAGS: analytics, brand strategy, content strategy, copywriting, ecommerce, marketing strategy, social marketing
AUTHOR: Peter Garrett
The last year has been so incredibly challenging and a rollercoaster of emotions for us all. But now, with the restrictions starting to ease month by month, there is a glimmer of hope that we will soon be back to normality - whatever they may be.
Now more than ever, it's time to put all of your efforts into reopening your business with a bang! We’ve put together this handy 5 step guide on how to create a successful post-lockdown marketing plan.
1. Review and rethink your existing strategy
Think about how much the world around us has changed over the last year - as a result, your customers have had too. From their needs to their behaviours; you need to re-evaluate how you interact with them again.
- Are their motivations the same?
- Can you influence them with your old message?
- Have economic factors impacted them?
- What are your new goals?
- How will you measure this success?
Understanding and being able to meet the demands of your customers allows your brand to become more personable. Think of ways to draw their attention; do you have any exciting blog articles you could publish, new video content, special offers? Your strategy needs to become dynamic, proactive and be irresistible to your audience.
2. Shout about it on social media
Social media channels are a great way to inform your customers about the goings on in your business - you can reach a large number of people within seconds of posting and get instant reactions. They have been designed to encourage the sharing of unique, user-generated information and ideas across virtual communities, forums and networks. Here are some ways in which you use social media:
Remember to make all of your content engaging and relevant to your business. A strong use of imagery or video will make the posts stand out from competition - in turn generating leads, likes and follows. Through listening to feedback, expression of comments, conversing directly and reviewing real-time data you can understand more about your customers, their brand perception and learn to adapt to their needs.
We understand that money may be tight, and you may feel slightly hesitant to spend before you earn, but think about this:
- Paid advertising on social media is the fourth most common way people find a new product or service.
- 53.6% of the world's population uses social media. The average daily usage is 2 hours and 25 minutes.
- 928.5 million people can be reached with paid ads on Instagram alone.
If you are feeling out of your depth but are interested in implementing a new social marketing strategy or have social media accounts which have little to be desired, please get in touch to find out how Serenity Digital can support you.
3. A personal note
Copywriting is one of the most important skills needed for a compelling marketing strategy. How can you expect to attract more customers and enhance your reputation if you don’t use the right words and the right tone?
Words draw your customers’ attention to what’s important to you and what matters to them. In today’s world of immediacy and the demand for the best, your business needs words that can speak for themselves, that have impact and credibility.
Create an email marketing campaign to send out to your customer database, let them know that business is resuming, reassure them of your Covid safety measures, use eye-catching imagery and a click-worthy subject line.
But remember, don’t just send one email and hope for instant results! Set up a monthly newsletter outlining new products, offers and incentives to encourage repeat custom.
4. Continue with your e-commerce
Throughout the Coronavirus pandemic, there has been a significant shift in consumer behaviour. With the majority of people cooped up at home, for months on end, enduring countless Zoom quizzes - buying online quickly grew to be even larger than it already was.
With the lockdown roadmap well underway, the change in consumer behaviour is unlikely to dissipate. Many customers won’t be rushing back to the hustle and bustle of social environments and will still be relying heavily on e-commerce.
Serenity Digital can assist you in planning a detailed online marketing strategy with specialism in bespoke ecommerce sites, WooCommerce and Shopify. These tools allow you to not only craft a beautiful website, but also organise products, manage your offline inventory, accept payment and track and respond to orders.
5. Success is where preparation and opportunity meet
Marketers who do not plan effectively are constantly going to be on the back foot. Reacting to opportunities rather than having planned ahead of time makes for a stressful and unprofessional approach, often rushed and possibly lacking in quality. However, with the crazy world we live in right now, you also need to be prepared to adapt with little to no notice.
Remember to always refer to your company values and your short and long term goals - the strategy needs to work for both you and your customers. With a clear understanding of your aims, a well thought out approach and a plan that maps out how you will achieve success, Serenity Digital can help make the most of your marketing efforts.
To learn more about how we can help choose the right marketing methods for the best results, please get in touch.
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