6 marketing life hacks

6 most important marketing life hacks during the recovery from coronavirus

The coronavirus has come and messed up all our marketing plans for 2020. In an environment where people, regardless of their geography, age, social status or other psychographic factors, are under enormous pressure, marketers need to act especially responsibly.

According to a global survey conducted in April by GlobalWebIndex, 90% of the audience believe that the current situation with the pandemic has had a dramatic impact on their security, the economy as a whole, on their personal well-being and stability. Almost 50% of consumers are hesitant to shop at regular stores after this pandemic due to health concerns and prefer delivery services.

Here are some more important statistics on marketing trends around the world during this pandemic:

  • In general, personal appeals of consumers in various service sectors decreased by 27,4%;
  • 40% of the audience from all types of recreation is more afraid of restaurants and believes that they will visit establishments much less often;
  • Only 30% of guests are going to visit the opened restaurants for sure;
  • The age parameter of the audience, which is more concerned about their health, is important: 50% of the audience, which does not plan to visit establishments in the foreseeable future, are "zetas" - the age group from 16 to 23 years old;
  • 60% of the audience postponed the purchase of tickets and travel vouchers indefinitely;
  • Audience concerns have also influenced the fitness industry. 10% are going to definitely abandon the services of fitness centers and will not renew their membership until the pandemic is complete, and 40% prefer to continue to play sports at home and are not sure that they will want to use the services of fitness clubs;
  • Part of the audience is experiencing not only the psychological consequences of the pandemic, but also the impact of the economic crisis associated with quarantine measures. 30% consider for themselves the possibility of any purchases only in the format of significant sales and promotional offers.

This data shows that every marketer needs to rethink their plans for 2020 and adapt them to align with current scenarios. We all need to spend time and effort to understand the new moods of our target audience and, accordingly, to reconnect with them. So, here are 6 life hacks to adapt your marketing efforts to new realities.

Be 10 times more empathetic

Empathy always helps marketers communicate genuinely with their audience. Your marketing efforts can yield much more effective results if they are based on empathy. In the face of a changed reality and new values ​​formed, as well as psychological barriers in all consumer spheres, your increased empathy will help you better understand your audience and meet its new selection criteria. You and your audience are separated not by several months of quarantine and self-isolation, but by a new coordinate system in the minds of everyone, including your own. We have all become different - the question is, in what and by how much. What was taken for granted for us, for example, freedom of movement, or, conversely, alien, like social distance, or conventionally significant, like health, which we remembered from time to time - all these and hundreds of other aspects of our everyday life have changed in priorities and created our new consumer reality.

Reconsider the identity (avatar) of the customer

Customer avatars are the most valuable tool for marketers, and they serve as reference points for our every move, from choosing the channels of interaction with the target audience and ending with the short message itself. The two most important components of a shopper's personality that help our marketing efforts are goals and challenges.

Why is this life hack especially important now? You may have been developing avatars and scripts for interacting with them some time ago. I'm pretty sure the scripts and environment you developed even two months ago were completely different from the current situation. Your target audience may not have had goals such as saving their business or trying to keep the company and staff without layoffs. Everyone had some plans for the year ahead, planned trips and events that have not taken place and may never happen in the foreseeable future. We freely went to restaurants and only 10% of us suffering from hypochondria thought about how healthy the restaurant staff was, what the guest at the next table was sick with, and we certainly did not turn around nervously at anyone who coughed nearby. We did not necessarily wear personal protective equipment in public, and we could easily not use sanitizers. We walked in the parks whenever we wanted to, and not with passes and with official permission. We hugged friends and shook hands with strangers. Many concepts were not in use, such as a pandemic, quarantine measures, social distancing, self-isolation, etc., all those new words that even children can easily use. We didn't have many fears that we put up with and accepted the new rules of social coexistence. So, in order to deal with the current challenges, it is imperative that we marketers take the time to return to our customers' avatars and join their current goals and objectives. This will help us create relevant content that will resonate in the mind and be deeply accepted by our audience.

Don't sell, but help

Let's stop for a moment and understand what challenges our target audience may face during and after this pandemic. Buying your product or service may be the last thing they think about. It is not sales that come to the fore in communications with customers, but assistance, the solution of some problems. According to a GlobalWebIndex survey in April, 56% of audiences believe that once the outbreak ends, they are likely to choose brands that can best address their current problems, and 39% will choose a product with comfortable availability.

So the sale fades into the background, we make it our main task to help the audience. By identifying the needs of your audience, you can create your content and messaging topics that are relevant and stimulating sales. So, for example, when selling a combo lunch for the whole family from a restaurant for delivery, we should focus on the fact that we will deliciously feed the whole family and free our client from the need to cook again, to stand at the stove for a long time with an unpredictable result. We give her the opportunity to take care of herself, relax, or vice versa, work remotely, and we take care of all the worries about a delicious dinner and a happy family. All that we now have to focus on information is support in a difficult situation and the provision of clear, simple and comfortable solutions for our clients.

Ask your audience for help

The best reliable source of feedback for your marketing efforts is your audience. Everyone understands the importance of audience feedback for course correction, but now it has become the number one task for all marketers, because we are getting to know each other again. Everything that is happening now with our motivation, consumer preferences and personal metamorphoses has not yet been investigated and will only be studied and described later. We act empirically, re-recognizing those with whom we are used to working, calculating reactions twenty steps ahead and skillfully managing them. Two approaches are now coming to the fore: interdisciplinary, in which we can draw valuable consumer motivations from the healthcare sector, and intensive work with feedback.

Why is this recommendation especially critical now? The best way to help your audience during these difficult times is to understand their goals and preferences. And the best source of this vital information is your audience. Therefore, look to them for advice when preparing content that will fit their current goals and objectives. Explore the new values, barriers, and needs of your audience before investing your time and resources in the content you intend to create.

Show your real self

It is imperative to be open and sincere right now, as your audience is also emotionally vulnerable and values ​​honesty especially. If you share your real story, your chances of connecting with your audience will increase. Every content marketer should understand this and make every effort to showcase the real side of your brand, earning the genuine respect and sympathy of their audience. Show how you miss your clients, how you prepare for the opening, what you have done to make it safe and pleasant for them to come to you. If you are a restaurant, show how carefully you prepare each delivery and how specific real people carefully arrange the future lunch. Let your employees speak directly to each guest and demonstrate their personal interest in each. In conditions of increased emotional vulnerability, sincerity and personal interest in everyone come to the fore.

Make analytics your best friend

If you ask your marketing colleagues, you will hear them say that their website traffic has been hit hard by the pandemic. This means that every marketer needs to make a careful move forward. Creating more content may not be the solution. So rely on your analytics to find out what works and what doesn't in the new reality. Once again I emphasize that the traditional approaches that brought you success 3-4 months ago may no longer be relevant. You will have to rethink everything, relying on daily analytics that demonstrate the success or failure of certain actions. Operational analysis can help you invest your time and resources in the right direction and form of content.

I am confident that these few guidelines can help you achieve good results even in such uncertain times. Good luck and see you on the other side of this pandemic.

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