Let us first admit that marketing in 2021 is about consistency, reworking tactics, retargeting and refocusing efforts, adjusting strategies and doing those activities that will attract the ideal customer group.
Now many businesses and marketers may feel like puppets, playing to the beat of customers; but businesses that are in business for profit know the importance of piquing the customer's interest and serving them. As such, they will do what is necessary to attract and retain their ideal customer set.
Refocusing your marketing efforts therefore becomes more important as your business proceeds through its different cycles in this changing dispensation.
We have already
established that the face of marketing has changed and is changing in the
post-COVID-19 era. What will now
determine the success or failure of marketing efforts is how businesses refocus
their marketing efforts to engage with their ideal customer groups.
The following are five tips to refocus your marketing efforts post-COVID-19:
1. Know your customer segment – Have you ever heard of a customer avatar? It is a customer profile or a representation of your ideal customer. It is time to get granular; it is no longer sufficient to know your customer because that definition may be too wide. It is time to define exactly who you serve; as a segment. Get specific with your customer information; not just demographics or where they are located, but their specific needs, interests and behaviours.
2. Define your marketing strategies – Be specific with your marketing strategies. Ensure that they are results-driven but customer-focused. The customer must be at the heart of whatever marketing strategy you undertake. Tech-based strategies must be easy to understand and manoeuvre, and customer touchpoints must be easily accessible and optimised for all devices. Most importantly, tactics and strategies must be easy to adjust in case changes need to be made.
3. Be prepared to put your money where your mouth is – Many small businesses in particular still see marketing as an afterthought. I hope that if nothing else, COVID-19 taught you the importance of remaining relevant in the customer’s mind; and marketing is the single most effective way to do so. Preparing the marketing budget post-COVID-19 will be a bit different with the focus now shifted to mostly online platforms. But don’t just spend in a vacuum, identify a few profitable platforms and invest in those. Traditional marketing platforms must not be neglected but a strategy is required in placement, ensure that you can quantify the return on investment (ROI) for every dollar spent.
4. Be agile and responsive – This is the only way to be on the cutting edge and at the forefront of your customer segment’s consciousness. Now is the time to anticipate and be proactive. Consistently engage with and listen to your customer segments to identify future needs and create solutions. Provide opportunities for customers to give feedback and act on those responses that are less than favourable.
5. Make each customer experience better than the one before – Sad to say but customer loyalty is dead. The customer is loyal to his last great experience so outdo yourself each time with each customer. Use the right combination of tools, technologies and platforms and make sure they integrate well with each other. This will result in an increased ability to serve your customers at their point of need. Remember service is not just what you do it is how you do it as well.
BONUS!!!
Know what your competitors are doing
and do it better – Not
for one moment am I suggesting copying your competitor’s strategy but your
emphasis should be on making your offer more attractive than that of your competitors
to the customer segment. It therefore
means providing value in your offering at the best possible price, with the
best customer experience, better than your competition can.
