Although UK COVID-19 restrictions have been lifted, the post-pandemic world is vastly different to the one we’ve left behind. This extends into all industries and areas of business, including the digital marketing realm. If anything, the pandemic has pushed companies into a new digital landscape and kickstarted a booming digital surge. Companies are quickly having to learn new digital marketing skills and ways to connect with their customers.
To help you navigate through this new online era and boost your business, here are our three best post-pandemic digital marketing tips:
Invest in paid advertisements
During the pandemic, the amount of time spent on social media has seen a huge spike. This makes social platforms one of the best channels to advertise to your target audience – you’re constantly in the mind of potential customers, reminding them your business is alive and ready to serve, delight, entertain or help.
While posting on your feed is effective, using targeted paid ads can truly scale your business in the post-pandemic world. The return on investment (ROI) of paid ads has seen a 71% increase throughout the pandemic. This is hugely significant and shows paid ads are well worth the investment. The pandemic has also made paid advertisements extremely affordable. Traffic on the web is increasing, but as businesses are trying to cut their marketing budgets, there are fewer advertisers online. Overall, this drives the cost down, making it the perfect time to invest.
As a business managing campaigns across a variety of sectors we saw PPC competition increase dramatically, but we were also able to capitalise on a lot of mistakes competitors were making due to the sudden rush in adopting new channels. You can read more about how we achieved a 533% increase in paid enquiries for one of our clients in this case study.
There are several different social platforms you can choose to target – be that Facebook, Instagram, LinkedIn, or others. Our advice is to focus on the platform that most of your customers use for best results.
Create personalised customer-centric content
All of your marketing content should be customer-centric, focusing on your customers’ needs and interests. This is no new marketing idea – listening and responding to your audience is a tried and tested way of connecting and building brand loyalty. However, in the post-pandemic landscape, consumers are expecting more from brands than they were previously. Now, a “one size fits all” approach won’t cut it – people are expecting personalised content.
The content you put out needs to reflect the situation your customers are currently facing. This could vary depending on their location and other demographics, such as age and gender. Fitting your online content around your different target markets and consumers will get you far in the post-pandemic world.
Run exclusive sales promotions
Post-pandemic, 32% of consumers are looking for affordability in a brand. This is unsurprising – the unpredictability of the pandemic has made people value security highly and be more cautious with their spending. Therefore, a great way to boost your marketing efforts is by running exclusive deals and offers which you advertise on your website, via social channels, and through email marketing campaigns.
Types of promotions you could offer include discounts, freebies, or deals for customers that buy your products or services within an elected timeframe. These will help to encourage old customers to re-purchase, while also appealing to the more money-conscious post-pandemic market, drawing new customers in. Offers can also increase traffic to your website and boost your brand awareness in the online space.