Brands are revisiting their marketing strategies to deliver a sense of safety and trust to their target customers. While the COVID-19 pandemic may have started this shift, this new method may last even after the pandemic subsides. This makes it imperative for marketers to create heartfelt and relevant content to win customers’ trust. Take a look at how they can approach marketing in a post-COVID-19 world.
Consumers expect more mindfulness from brands during these testing times by addressing the larger issue than being opportunistic. They expect brands to communicate and showcase the company’s purpose and values. Thus, instead of resorting to product push strategies, it may be wiser for companies to turn to empathetic communication to connect with customers on a deeper level. Irrespective of the brands’ images, the “service with a smile” alone may define their success.
At the same time, embracing an optimistic and hopeful approach is just as important. After the pandemic is over, companies can adopt “pick up where you left off” campaigns, and inspire people with stories of how others overcame the Great Depression, the 1973 oil crisis, and the Great Recession. This will reassure customers and remind them that humankind can overcome any obstacles and are mentally equipped and strong enough to thrive even during the worst situations. This will reinstate positivity and speed up the transition to “normal life.”
The pandemic has also unlocked a new fear: inconsistency. Because the pandemic has disrupted almost everyone’s lives, people are increasingly becoming afraid of situations that they cannot predict. Reassure your customers that your company is there for them and is always available through marketing campaigns and social media posts.
The post-pandemic era will test the resilience of companies and their abilities to scale. Only those that focus on brand messaging and align strategies quickly will survive and experience massive growth.
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