Ingenuity and innovation led the way for struggling businesses last year, as they found unique ways to market to a consumer base whose behaviors changed dramatically over the course of the year. Once the traditional role of marketing flipped on its head, companies looked for ways to reach their consumers on a more human level. Some of these tactics can be adapted to your marketing plans to make 2021 a more successful year.
New Purpose
In recent years purpose-driven marketing has become more prevalent as consumers want brands to align with their own goals and values. According to Forbes, a global research study found that people are 4-times more likely to purchase from a brand with a strong purpose in their messaging. As a small business you have a responsibility to be a leader in your community. Using your voice to offer supportive messages with signs, posters, or a window decal can help differentiate your business from your competitors.
Last year we experienced multiple crises, and companies who took an empathetic stand were recognized for their gestures of goodwill. Take extra steps by adding banners to show your solidarity and your appreciation for those in your community.
Digitize
In the wake of last year, digital marketplaces and digital experiences have become an integral part of new customer acquisition. Businesses have found success in creating online experiences like virtual classes and training exercises. This is partly because they are filling the need for in-person communications while still adhering to social distancing guidelines. According to a McKinsey Data study, more than 75-percent of buyers and sellers say they now prefer digital self-serve and remote human engagement over face-to-face interactions — a sentiment that has steadily intensified even after lockdowns have ended.
Safety is attributing to this change in consumer behavior, but inherent convenience and ease-of-use are keys to making the online space more desirable for consumers. With this in mind, creating an online marketplace and tailoring online experiences to customers is necessary for your marketing efforts in 2021.
Safe Places
Finding ways to bring consumers to brick-and-mortar locations can be achieved… with a little ingenuity. Consider offering various products online and adding in appointments to pick them up. By doing this you can limit the foot traffic within your brick and mortar locations and thereby ease the minds of your customers by providing a safer, more convenient shopping experience. In an annual report by Shopify, BOPIS/curbside pickup has seen a 64% increase since the pandemic began. It’s also estimated that by 2021, 90% of retailers will have BOPIS incorporated into their business models.
There is more to this BOPIS advantage. Kibo Commerce data shows that consumers were selecting their clients’ BOPIS offerings four times more than when the pandemic began. Furthermore, the International Council of Shopping Centers found that 67% of people using BOPIS purchased additional items when picking up their purchase. Point of sale merchandise near the pick-up point can thus increase your sales significantly. Additional banners and signs directing customers to specific products or product categories can also help increase your overall sales numbers.
Be sure to adapt your retail space to meet the needs of BOPIS. Add safety supplies and signs to direct people towards your contactless and in-store pickup points for increased foot traffic-management as well.
Tapping into Culture
Social media can be an extremely effective way to capitalize on trends and provide content that speaks towards consumers interests. Many companies utilized social media for engaging their customers in different ways while they were mostly home-bound. Some encouraged action while others provided a supportive tone. Denny’s created Zoom backgrounds for people using the video-based conferencing platform; it proved to be successful and lightly poked fun without being insensitive to the new normal.
Ideas like this may seem a bit off-the-wall, but it resonated with people because it had adapted to the new world. Finding ways to incorporate new technologies into your creative ideas may prove to be an unconventional way to get your brand recognized.
The Benefits of Branding
Successful brands have recognized that people are spending more time on social media, so the natural progression of your marketing should reflect those changes in consumer behavior. A survey by Boston Digital found that 65% of consumers are more likely to purchase from a company they’ve followed on social media for more than a month. Tapping into your consumer’s passion and finding creative ways to showcase that passion, will bring your brand into the limelight. The Getty Museum asked their followers to recreate their famous artwork at home; people used commonplace items to create their own version of the masterpieces. The results were incredible and the user-generated content led to more people getting involved and brought more attention to the museum. It’s a prime example of successfully creating content that is fun and interactive for consumers, which aligns The Getty Museum with creativity and imagination.
Engaging consumers in the spaces they frequent has always been the best way to market your brand. Since the spaces they frequent have changed, it’s a good practice to change with the times and find new ways to reach potential customers. This is where social media has proven to be a valuable tool for your branding efforts.
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