Times they are changing.

Life as we know has changed drastically. There is a massive behavioural change in society as a whole, which in turn has a direct effect on consumer behaviour. Many businesses have taken a hit due to the current Covid19 pandemic.

First thing that comes to the mind is that people are unable to travel. It’s mostly staying at home and around. So, it’s an opportunity for local and small businesses. People are wary about going to stores physically yet but they would still go out to the nearest store to get their daily needs. So how do you make sure that they visit your store for their needs?

Small businesses have taken to digital marketing but most lack an integrated approach. A proper online and digital marketing strategy can make a significant difference during this time. It can also create a foundation for acceleration in the future. The right strategy will help local businesses build immunity against major disruptions that businesses are facing due to Covid19 pandemic.

Business owners who accept the logic and wants to invest their energy in getting an online and digital marketing strategy in place feel lost as to what to do and where to start. Let’s look at some of the pointers one should consider for a digital marketing strategy. We understand that the stakes for a small business owner couldn’t be higher at this point.

 

Adapt to the new normal

Small and local businesses mostly depend on word-of-mouth and walk-ins for customers. Much has changed due to the pandemic and customer walk-ins have dropped drastically across the globe.

People are scared to venture out yet especially elders. Even if your customers are venturing out it is more likely to shop local. As a small business owner you need to have a consistent integrated communication approach. Even if we are forced to maintain social distancing, customers and businesses are getting connected digitally across the world.

Let’s look at few steps that small businesses should adapt.

• Be active on Social Media. Use one or two platforms viz. Facebook & Instagram which can be managed well and consistently.
• Make sure your listing pops up in local search in Google
• Activate WhatsApp for Business and circulate physically and digitally
• Communicate your offers, safety measures, home delivery services etc. through all channels online. Physical stores should have posters and cards as well.
• Adapt a responsive and smart content strategy
• Let your customers know about timings of your business

Now is the time to embrace a proactive digital approach. The transformation will put your business in good stead not only during this period but for the future as well.

As we are confined mostly at home, it’s an opportunity to use our time wisely. Normally we are so taken up with our daily routine that we seldom get time to think and learn. Before you plan a digital marketing strategy there are few things that you can do which can be the basis of your plan.

• Identify your customers and their needs
• Behaviour of your customers - Likes, dislikes, buying pattern etc.
• Get some kind of a feedback mechanism in place
• Formulate a strategy to serve your customers better
• Revisit your offline marketing strategy and integrate with digital.
  Amplify everything on social media
• Get a website up and running. Integrate Google Analytics to track visitors.
• Have a paid marketing plan on social to keep your business on the top of the mind of your customers

The above ideas once implemented will give a positive edge to any small business. You know your customer well and you will know how to reach out to them.

 

Get help where you need

Managing a consistent digital marketing strategy can sometimes be overbearing for small businesses. Planning, content development, implementation might feel like a lot of work without proper domain knowledge. At Mind & Matter we help you get an awesome digital marketing strategy up and running. Your brand looks and feels like any other bigger brand. We create a customised strategy for your business with the help of our experts.

So if you need help to roll out your digital marketing, look no further.

The world as we knew in 2019 has changed drastically. It’s a new life for each and every person across the globe better known as the ‘new normal’. The World Happiness Report 2020 complied by experts says that the world is moving towards a collective behavioural pattern. Its’ all about ‘WE’ now. To cope with the crisis people are moving towards greater social responsibility, empathy, togetherness and trust. So, when brands are trying to connect with people during these times they need to take the que.

There are lot of inspiration to be found across the globe. Many big brands have taken the lead in adapting their communication in this changed environment. Many brands are taking an empathetic approach around Covid19.

Informative interactions, safety, health, immunity boosters, FAQs, mental health, help-the-poor are some of the popular content pegs. The idea is to build a brand immunity against a vulnerable, uncertain environment. Consumer behaviour is also unpredictable during this time. So there are unseen threats that need to be fought to keep the bond between the brand and the customers intact. A brand needs to be stronger from within and strengthen its natural immunity just like human beings.

Some big brands and products have the ‘natural immunity’ to survive this phase. Every business needs to survive this and hence it is important to build a marketing and branding strategy which makes it immune to these threats.

So, what are the few things that contribute towards a brand’s natural immunity?

• Brand Image
• Product
• Customer Experience
• Relevant & Engaging content
• Engage customers
• Conversations
• Dialogues
• Interactivity & Gamification
• Creating Immersive Experience

This will help build a relationship with the customers during trying times by breaking the monotony of life during this Covid 19 pandemic. Brands need to erase any mistrust and gain a long-term trust and loyalty of the customers.

All brands/products or businesses will not have the natural immunity and hence they need to acquire the immunity. They must have a definitive strategy for the same. Let us check some of the things that a brand needs to adapt and focus on during this period to acquire this external immunity and sustain through.

• Focus on customer expectations
• Tell more, Sell less
• Engage through stories
• Educate the customers
• Increase ‘share of empathy’
• Smaller experiential campaigns
• Build transparent authentic communication

Overall a sense of solidarity with the community has to be built. Customers will stick to brands that stand for values and a higher purpose. The messaging needs to be that the brand stands for people over profit.

The story that will be remembered long after the pandemic is over is how we survived the crisis together. The brands need to be part of this story and express a feeling of togetherness, a feeling of solidarity. The new world requires a new thought process and brands would do well to adapt quickly to stave off the new challenges with a new defence mechanism that will not only help them survive the new normal but excel.