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Is your marketing strategy COVID-secure?

Is your marketing strategy COVID-secure?
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Is your marketing strategy COVID-secure?
Siobhan Stirling - Sharp Minds Communications for Capital Space by Siobhan Stirling - Sharp Minds Communications for Capital Space
Owner/Director - Sharp Minds Communications Ltd

The coronavirus pandemic has uprooted the everyday routines that formed the very basis of our lives: dropping your kids off to school in the morning; going into work every day; popping into your favourite café with friends; going to the gym – the crisis has changed the foundations of life. In all likelihood, your business has had to adapt as well, ensuring its relevance within our coronavirus-world. Equally, your marketing strategies will need to adapt, to keep in line with the changing realities of your customers, recommends Siobhan Stirling of Capital Space marketing partners, Sharp Minds Communications. 

Updating your COVID-19 customer avatar

One of my golden rules for marketing is that all businesses need to understand their ideal client avatar to best inform their marketing decisions and messaging. Your ideal client avatar is a three-dimensional persona of the types of people that you wish to do business with; the characteristics of this person do not need to be those of your current typical customer, but the ones who would be most beneficial to your company.

These characteristics could be informed by:

  • Age
  • Gender
  • Wealth
  • Location
  • Business size: This will be especially important if your business is B2B.

Now, more than ever, it is especially important that you understand the needs, wants and lifestyles of these individuals or businesses that you want to be attracting, as they are likely to have changed under the current climate. Some things you might want to consider are:

  1. How has my ideal client’s life changed? Home-schooling, furlough, caring responsibilities – all these common lockdown experiences might have changed the types of messaging that these individuals want to hear.
  2. Are my ideal clients still using social media in the same way? For example, if you cater to an older market you might have found that prior to lockdown your digital marketing fell on deaf ears, but the pandemic might have changed this for you, with an increasing amount of seniors using social media.
  3. Has my ideal client been affected financially? This is important within both B2B and B2C marketing strategies, as undoubtedly the crisis has put financial pressure on many households and businesses. Acknowledging this and reflecting it within your marketing will ensure that it remains poignant.
  4. Has my ideal client changed altogether? You might have found a new niche for your business to operate within during the pandemic. If you are thinking of making this a permanent fixture, you will need to alter your target avatar and marketing to reflect this.

Is it time to consider influencer marketing?

You may associate the world of influencers and influencer marketing with your kids and exclusive to the fashion, beauty and technology industries, but increasingly influencer marketing is being successfully used

within a more diverse range of industries and even for B2Bs. A survey by influencer marketing data tracking platform Traackr found that 49% of B2Bs were experimenting with influencer marketing.

Influencer marketing has become increasingly relevant within the coronavirus-climate, as the UK spent more time online in the wake of lockdown, with Ofcom reporting that: “Adults in the UK are now spending more than a quarter of their waking day online”.

Influencer marketing is not going to work for everyone, but it could be a relatively cost-effective way of performing targeted digital marketing that both increases your sales and brand recognition. Here are a few things to consider if you’re wondering whether influencer marketing is right for your company:

  • Which influencer should I use? Don’t just go for a big name; sometimes micro-influencers who have a small, but precise, following amongst your ideal clients are going to be more effective for your business. Similarly, you will want to carefully consider whether this person has the right brand values with which to align your own brand.
  • How are you going to find relevant influencers? A great way to find influencers is through hashtags relevant to your field.
  • How are you going to measure the results? Influencer marketing is no different to your other strategies; you will want to monitor your results and make adjustments to ensure you’re seeing results.
  • Is influencer marketing right for your company? Ultimately, there are going to be some industries for which influencer marketing is not compatible. If this applies to your company, don’t waste your time; redirect your efforts to more fruitful avenues.

Should your social media marketing include TikTok?

TikTok is a social media platform whose popularity has benefited greatly from lockdown, now enjoying 800 million users. While these are still predominantly from younger age brackets, it is also now used by an increasing number of older people.

During the pandemic, many brands have jumped on the TikTok craze, creating videos in keeping with the platform’s content, unlocking a new way of interacting with their customers or nurturing a whole new client base altogether. So, could your company profit from TikTok as well?

  • Are your ideal customers on TikTok? There is no point preaching to an empty church, but equally don’t discount the platform because of its younger market; there are various user profiles that could be beneficial to you.
  • Do you have the time to build your following? This won’t happen overnight; you will need to be consistent and innovative with your approach.
  • Should you use an influencer instead? If you don’t have the time to build your own profile, you might be better off using an already established individual to promote your brand instead.

While coronavirus has reshaped our business procedures and the lives of our customers, there are still opportunities to be found. Ensuring your marketing remains relevant as the world pivots is a great way to ensure your business’s prosperity.

To find out how Capital Space virtual offices or business premises
could benefit your growing business,
call 0800 107 3667