A Guide to Digital Marketing in the New Normal
Rebecca McIntyre
Head of Operations
17 Jun 20

If anything, the pandemic has made it more evident that moving to the digital world is an inevitable path. The internet, our mobile devices, and social media — all of these laid the foundation to make digital marketing a necessary strategy in a changing world.

Nobody expected how hard COVID-19 would hit us. People were forced to stay home, and stores were closed down. Many business continuity plans were put to the test. Organisations with no online channels or social media presence lost the race in the uncertainty enveloping all of us.

The game changed overnight.

It all showed us just how fragile the market is and how we, as marketers, need to be agile and quick to adapt to unforeseen situations. We have lost so many things to the pandemic. However, we’ve also learned a lot. This crisis has made us rethink marketing and how we can improve our business for the remaining months of 2020.

Reevaluating Your Strategy

Don’t jump immediately to making small changes here and there. Consistency is still the key. Therefore, as you’re making changes, think of the bigger picture. How will your tiny modifications affect the grand scale of things? Here are some things you need to consider:

  1. Customer intimacy – now that the new normal is about “social distancing,” how will you grow closer to your audience if your stores are closed? How will you build your relationship with them online?
  2. Online security – with physical stores, your customers can see you and what they’re buying. With online stores, that’s not the case. You need to assure them of the same quality of service and products online as in-person. You need to convince them that shifting online is a viable way to continue transactions.
  3. Organisation of online channels – a disorderly channel will turn off any client or potential client. How will you receive and handle requests and queries if there is no way they can contact you?

When you take the time to think about these things, you get big picture answers that help you adapt to the new reality you’re in. You become more intentional with your actions. Being strategic, rather than just reactive, is better for your marketing. A great strategy will help make your way through survival and then growth.

A tip that can help jumpstart your new strategy is to revisit the priorities of your business. Does it still fit your current environment? If not, update your goals as necessary and start climbing back up.

Revamping Your Website

Now that you’re armed with a new strategy, it’s time to look at your website. Many businesses think it’s okay not to have a website so long as you have social media pages. But that’s short-term thinking.

Having a website adds credibility to your business. It becomes the online storefront of your business in the new normal. With your physical store closed, your customers will flock to your website to look for updates regarding new business hours or if you’re offering delivery. As such, you must build an organised website and manage it well.

Ask yourself these questions:

1. Is the design of my website current? 

Outdated designs can make your site seem unappealing and won’t entice customers to stay longer to browse or check anything.

2. Do I have relevant content?

You need to be mindful of the times as being too aggressive in sales pitching can come across as insensitive. So, be sure to create content that’s insightful and full of information for your clients.

3. Do I have Call To Action (CTA) buttons all over my website that can incite my audience to move? 

You need to urge your customers that the best time to act is now. Good content is nothing without any good follow-up that will catalyse their next transaction with you.

4. Do I have pop-ups with irresistible offers and downloads? 

This one is a bit tricky because you don’t want customers to be annoyed with your site. Don’t overload them with pop-ups that may not interest them. Be sure to tone it down and prioritise more enticing offers.

These are only some of the things that you can ask yourself to make sure that your business is working for you and not against you. You need to ensure that your website is ready to do its job at the forefront of handling customers.

Another tip that will help you make a better website is to view it as how your client would. Make sure that your website looks nice and easy to use on mobile. Don’t put too many dark colours and make sure tabs, and important buttons are easily visible. Be straightforward and user friendly with your design so that visitors will stay longer on your site.

Align the look, message, and usability of your website with your new, updated strategy. This way, you can be sure that your business will thrive in the new normal.

These days, digital marketing is no longer an option. If you want your business to survive, you must be willing to adapt, learn, and execute new strategies.