While things have regained a sense of normalcy as the COVID-19 pandemic transitions to endemic, it has undeniably changed many things about our world — including how consumers wish to interact with brands and businesses. Here are three main ways businesses should expect to adapt to remain competitive in this changing environment.

Your website: The new brick & mortar

The way customers interact with your brand begins at the website. In 2021, there were around 2.14 billion unique online shoppers around the world. A well-functioning website has been a powerful tool for driving interaction in unique, new ways during coronavirus. Your website should:

• Be mobile responsive. Ensure that users on various devices can interact meaningfully with your site.
• Enable communication. Develop schedule requests, requests for more information, order fills, etc., via form fills to help people stay in contact with your brand.
• Promote online experiences. Features like chatbots or virtual tours are a great way to encourage immediate interaction.

Make social media work for your post-pandemic marketing strategy

We didn’t think it was possible, but social media usage has increased by 44% during the pandemic. It’s impossible to overestimate the impact this medium has, but you don’t have to worry if you’re new to the game. Take some notes from this security guard who took over his museum’s social media when they closed due to COVID-19. The authenticity and earnest effort he put in made headlines for himself and for the National Cowboy and Western Heritage Museum.

There’s a lot to say about social media strategy, but particularly in today’s world, we recommend:

• Providing regular updates about your business. As protocols, hours, and what your business provides continue to change, make sure the people who follow you have the latest information about what’s going on.
• Celebrating your team. They’re the ones making what you do possible! Plus, it’s always great to see the faces behind the brand. Give your followers the opportunity to get to know the people who put their passion into your product or service.
• Being authentic. Avoid being too sales-oriented or focused on the bottom line. This is your opportunity to let your audience get to know your brand in a more genuine way. Show team photos, behind-the-scenes videos from volunteer days, try out new products, anything that they wouldn’t see elsewhere. More than anything, stay true to what your business stands for and believes from a cultural standpoint.

Now’s your chance to build brand loyalty

During times of crisis, it’s particularly important to stay top of mind. There are many studies that show when brands maintain their advertising efforts when times are hard, they are more successful than when they cut advertising budgets.

Here’s how to make sure you spend your money wisely:

• Lock in inexpensive rates. Ask about opportunities to buy excess rates and/or lock in future air time at today’s rate.
• Maximize your ad spend by leveraging data. Now is the time to enter the digital space and speak to experts about how to leverage your data to reach your target audience. Make sure your message reaches exactly who it’s intended for and reduce waste in your campaigns.
• Create a value exchange. Develop valuable content that your consumers can actually use in exchange for them opting into your newsletter or providing more personal data. An example you can create is a guide of fun things to do around your city.
• Educate key senior leaders. Communicate with senior leadership about what is in the market and how it is performing. When they are informed and have a stake in your campaigns, they will become champions for the marketing team rather than a barrier to approvals. Their involvement can also lead to key information that may shape your campaigns and lead to overall improved brand communication and coordination.

There is no doubt that the COVID-19 pandemic has left an indelible mark on our world. However, our team at DECODE has been heartened to see the businesses across the country and the world who have rallied, supported each other, and created thoughtful ways to stay afloat while times are tough. 

One thing’s for sure — a lot of things are changing. If you need assistance with the transition, we can help. Take a look at DECODE’s services and see how we can be a part of your business’s growth and development as we look forward to a post-COVID-19 world.