Today’s topic is all about marketing post-COVID.
I’ve done a lot of episodes around what you need to pivot or how you need to change some of the messaging that you need to have. If you haven’t had a chance to listen to all of that content, I highly encourage you to do so.
However, I want to now start to talk about a few things moving forward:
- What are things really going to be?
- What are they going to look like?
- How do I envision things really being affected?
- How much are they going to be affected?
There’s a lot of different things that everyone is kind of predicting—all different kinds of changes and things like that. There are a few things that I’m confident are going to happen, because I’m already seeing them happening literally, in front of our eyes as we speak.
Now, let’s try and unpack a few of these trends. To be honest, I really can’t say trends, because they actually haven’t fully happened but they’re definitely moving in that direction.
The first thing is, if you have any kind of physical retail location, anything at all restaurants, gyms, places for kids, go-kart places—your foot traffic is going to be down drastically. The businesses that I’m most concerned about are ones that are a bit more deceased are the business to consumers that rely on foot traffic to make the business work. So if you’re relying on foot traffic, I would encourage you to go and re-listen to some of my different videos and content around adapting and stabilizing your business, pivoting your business and all of that stuff before you really start to move things down the path of just assuming that people are going to just start returning in large waves. Your foot traffic I believe it’s going to be down for the next year, possibly even longer. It’s just a matter of fact—people are still very, very nervous to go out. They’re going to want to be more at home. So you need to look at how you can make sure that you’re adapting to those changing times.
So if you look at it though and what does that mean, then if they’re going to be at their houses more, they’re using more digital devices.I’m starting to see more people coming on to Facebook marketing that has never done Facebook marketing before. Now all of a sudden, there’s a lot of people that are doing Google AdWords, Pinterest, and YouTube ads. Basically, I’m heavily predicting the next six to 12 months that while the overall marketing budgets will actually fall, they’re going to be much more heavily slanted towards all things digital. I mean, why would you be wanting to leverage billboards right now? Yes, there’s still obviously people on the roads but let’s say and I’m just making up simple random numbers here, that you were told that 50,000 people a month drive by your billboard. However, if you look at the last month or in the next couple of months, maybe last month, it was 5,000 or 10,000. But, you’ve already paid for 50,000 eyeballs and that’s not going to be back to 50,000 anytime soon—it’s just not going to happen.
People are going to start to take some of those budgets—they’re going to cut the budget. So let’s say you’re investing $1,000 a month in the billboard, they may say, “Well, I got to scale back a little bit, because I’m still not sure if my business is going to fully recover and we’re going to start to grow. But, what can I do with $500 a month on social media, for example?” There’s definitely going to be this kind of digital gold brush over the next six to 12 months. If you’re not competing digitally, you need to go all-in on digital—that is one of the first biggest trends that I’m starting to see.
The second one is just really it’s not even just your business—it’s more of your marketing that you’re going to have to be very nimble and gonna be able to turn on a dime over the next couple of months. If there’s a hot social media platform that comes on and a lot of the attention starts to go there, and the data is telling you to do that, then you’re going to need to pivot. You’re going to want to leverage the data to get insights and you’re gonna want to really fully understand the new consumer behaviors because they’re going to be the keys and really putting together a successful marketing campaign is a marketing strategy.
Definitely, things are going to continue to change on a regular basis. They’re already changing literally in front of our eyes. I’m seeing more businesses posting on Facebook than they have, and some businesses posting more in the last month than they have in the last three years combined. They know that it is time to really get on the bandwagon on some of these things that they’ve really been ignoring.
The other trend that I’m starting to see that I would really love to see you get in front of is all things text message marketing. If everyone is sitting on their phones—they’re definitely on their phones more than they are on their computers—imagine the power if you’re able to very easily communicate with them on that particular device. You really want to be able to go directly to your customer and this whole supply chain and things like that really proved that if you were a local business and you were relying on a third-party retailer, for example, to do your fulfillment, that proved to be a pretty big challenge. So, you want to make sure that you’re able to get in the palm of your end-customers’ hands—gotta be right in there, right in their hands.
I also believe that print is going to continue to decline. But if you think about it, if people are now more home than they ever have been, then why would you not want to do that? So if I’m telling you that there’s going to be a continued decline to have traditional and other forms of print, for example, shifting towards digital, that means that the costs of print are going to go down. There’s going to be fewer eyeballs so you can grab that attention for cheaper prices, and get much more of it.
I want you to also look at what offline and traditional methods are there. It may be a good time to relook at the radio, for example. If people are no longer driving nearly as much, that’s the same kind of example with the billboard. Unless they’re listening to their favorite radio station on an app, for example, then you’re going to be paying for ears that are no longer there. It’s just not there. However, if you take a step back and think what else could you then do? I believe that the next six to 12 months are really going to be the heavy, heavy growth of all things Alexa in voice search. I want to make sure that you have your website ready to go dialed in for all things voice.
To recap, here are some of the things you need to do post-COVID:
- Go all digital
- Change up your marketing strategy
- Text message marketing
- Print advertising
- Leverage on offline and traditional methods, such as radio
- Voice-assisted strategy
You’ve got to keep in mind that if more people are now more home than ever, summer is right around the corner, depending on where you live, I’m in Buffalo, New York, and it’s finally 70 degrees out, they’re going to be outside more. They’re going to have an Alexa or some kind of device playing music, and sitting on their cell phones in front of a pool, for example, or relaxing in their backyard.
Market to them where they are and how they want to be marketed to. But you’ve got to make sure and I’ll say this one more time—you’ve got to make sure that you’re nimble so that you can pivot on a dime if needed. It’s going to be a make or break time in the next three to six months. I’m here to make sure that it is the best three to six months that you’ve ever had.
Get out there, make a change, and take some action.