Article | August 10, 2020
Whether you’re just setting off in your career in public relations or you’re looking for a change in your communications career path, your PR journey can take many shapes and forms. From setting your sights on a particular brand or industry to joining a large company or startup, the possibilities in PR are endless.
Article | August 10, 2020
Social media marketing post-pandemic strategies have become a boon for marketers delivering positive ROI. More than 73% of marketers believe that social media marketing has been very effective for their business in 2021.
More than 41.3% of businesses reported that they were temporarily closed in the US because of the pandemic. Moreover, COVID-19 affected the businesses so that various industries such as hospitality, pharmacy, finance and insurance, education, etc., had to terminate their employees. As a result, more than 20.6 million people lost their job in the US, causing an unemployment rate of 14.7%.
Now, when the situation is getting better, marketers have changed their approach. They have transformed their strategy towards every kind of marketing. Social media marketing needs to be transformed in terms of campaign planning, content marketing, SEO, technological support, etc. Over 3.6 billion people use social media globally, and the number is expected to increase to 4.41 billion in 2025.
Some significant points can help you to strategize your social media marketing. Let’s have a look at them.
Follow the Trends
While implementing social media marketing, you should be aware of the latest trends in it. For example, Instagram has unique features such as IGTV and Instagram stories. On IGTV, you can share a lengthy video. It assists marketers the facility to come up with longer video content. Instagram stories features are available for 24 hours. You can view it many times within 24 hours. You can share some fruitful information or announcements or ask plenty of questions to keep your target audience engaged. It has location stickers, hashtags, polls, emojis, etc. Similarly, Snapchat has Lenses, Geofilter, Snap Map, and so on.
Keep Approaching Strategically and Innovatively
As people are stuck at home owing to COVID-19, they are hyperactive on social media. An average user spent 2 hours and 24 minutes per day on social media. As a result, marketers believe that it has become quite tough to persuade your target audience to buy your products or services. You can only influence them when you have researched the market profoundly and designed the campaign strategically. An innovative and strategic approach consists of persistency, measurable steps, relevancy, competitive analysis, buyer’s persona resulting in brand awareness, brand credibility, and customer satisfaction.
Don’t Miss Out on the Top Platforms
There are various social media platforms where businesses approach. Facebook is the most prevalent platform amongst users aged between 12 to 34 years. It has more than 2.74 billion active users, followed by YouTube 2.291 billion, WhatsApp 2 billion, and Instagram 1.221 billion users. For a marketer, it is essential to be present on the most used platforms as they already have a crowd, and you need to let them know about your products or services.
Experiment with Coupons & Offers
As industries begin to reopen, the best way to reach your audience is to provide them with some coupons or offers. You can certainly influence them by giving them offers. You can announce those offers on different social media channels. Multiple industries can implement this idea. When a customer finds some valuable product with discounts, they automatically get attracted towards it. Add discounts to leads forms, keep time-restriction, and create a customer reward program. These things can improve your coupon or offers marketing strategy and take it to the next level.
Don’t Prioritize too Many Sales
Unquestionably, it’s vital to increase the sale of your product or services. Therefore, you are in business, after all. But, you must take care that the point is not just to sell but also to take care of your customers as they recover from COVID-19. So, while offering value to your customers, you can continue with your win-win strategy. The customers or your target audience need to understand that the relationship you have or carry with them is beyond sales.
Social Media Analytics
Are you aware of finding out social media trends? Do you know what your target audience or consumers expect from you? There are multiple social media analytics software that can help you find out audience analysis, competitive research, and product research. Social media analytics plays a critical role which provides strategic marketing information. The fundamental of social media analytics is collecting and evaluating marketing and audience data to decide your business decisions. It is a sure way to elevating your marketing operations and product strategy.
Video Content Marketing
Video content is used by 87% of online marketers. Video content is more appreciated and valued by the consumers as they provide them with statistics, infographics, emotional content, and valuable content within less time. Providing the said content via a mode of video increases the viewer engagement. This marketing tool is educational, informative, and resourceful.
The majority of online users consume video content daily, identifying and targeting these viewers as potential consumers and designing the strategy to maximize engagement by targeting specific audiences accordingly.
Your social media marketing post-pandemic strategy is nothing without content. The quality of the content should be your utmost priority. Whether it is in text format, video, or something else, it should be taken care of innovatively and strategically. Approximately 67% of B2B marketers believe that content quality, consistency, and engaging content play a huge role in audience decision-making. Content marketing is one of the most effective ways to enhance audience engagement, brand identification, customer satisfaction, generate more leads, and save money. The high-quality content comprises research, qualitative and quantitative information, content forms, content scoring, niche, etc. High-quality content works as a catalyst for social media marketing post-pandemic.
Get the Right Platforms for Your Business
Utilizing multiple channels for your business is essential. Still, as a marketer, you must know which channel gives you a favorable response in terms of customers’ engagement, profitability, brand recognition, etc. Here is a summary.
Approach towards a variety of social media platforms should be designed distinctively.
Analyzing the various consumers on different platforms is essential and advisable. These benefits in creating the content marketing strategies accordingly.
Categorizing and identifying the best possible and successful mode of reaching the consumer/viewer is essential for maximum involvement.
The flow of the targeted audience towards your website/platform helps generate profit, grow the business, and help develop consumer satisfaction.
Social media marketing post-pandemic has been transforming day by day; therefore, businesses need to adopt some changes earlier mentioned in this article. However, those strategic ideas can be very fruitful if executed sophisticatedly and calculatingly.
Frequently Asked Questions
Why should every business use social media post-pandemic?
Due to the pandemic, screen time has increased, resulting in maximum usage of social media, which is one of the most effective and successful platforms to enhance brand identification, client satisfaction, sales generation, and customer engagement.
How social media help businesses during COVID-19?
It is cost-effective compared to print media marketing, where it saves time, involvement and performs progressively.
Why is social media so crucial for every business?
Social media helps businesses finding out their target audience, market research, and build brand credibility.
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Article | August 10, 2020
When I first joined 3Q in the fall of 2019, we had a set of company values that had been in place for over five years, through an acquisition, a company buy-back, a major growth investment, and rapid expansion into a company with 10 locations, including Dublin and Singapore, and over 300 employees. To put it mildly, some renovations were in order.
Article | August 10, 2020
The Coronavirus pandemic brought an old realization back to businesses – The devil is in the detail. As stores shut and opened tentatively, Amazon’s delivery cycles stretched and returned, and brands reconfigured production-supply chain combinations several times in a span of months, one thing was clear – staying strong and emerging through the current chaos would require close attention to details on a real-time basis:
Where is the demand moving?
What’s my inventory?
What are my operating costs and profit margins on one channel vs. another?
What are my buyers’ other options right now?
How do I optimize digital assortments?
What are the new and emerging customer needs?
And amid the chaos, another thing became apparent to brands – they needed a robust digital strategy to not just drive through this crisis but to thrive in the emerging world. Driven by lockdown restrictions and the desire for safety, more consumers have moved online.
According to research by Adobe Analytics, the total U.S. online sales reached $73.2 billion in June 2020, year over year up 76.2% (from $41.5 billion the previous year).
Consumer research by various teams at Course5 Intelligence has shown that the pandemic has created a large population of first-timers on eCommerce, with a massive increase in online spending by those who were already shopping online earlier. Most research respondents said that their shopping would continue to be omnichannel in the future, with an increased share of online.
And yet that’s only part of the reason why brands need an effective digital strategy. Even before consumers buy their products, they are looking online for information on what they want, availability, meeting the safety standards, and aligning with their preferences and needs. Google and Amazon have become the first point of research when users when to buy something, so digital lies at the very start of their purchase journey. And this is also where digital has distinctive strength over offline channels – the space and scope for a brand to define their brand, highlight distinguishing characteristics from competitor products, share user reviews to gain credibility, and deliver highly customized price-product offers, optimizing gain for buyers and the business.
However, many CPG companies do not have their direct-to-consumer platforms; many are still focused on partnering with a variety of e-marketplaces that exist globally or regionally.
How do you optimize your brand parameters for eCommerce platforms?
Even though many brands have set up their own D2C sites (for instance, PepsiCo’s snacks.com and pantryshop.com), there is no comparison in reach with major eCommerce platforms such as Amazon, Walmart, Flipkart, Shopify, Tesco, Target, Alibaba, Costco among others; your brand needs to be here. Each of these platforms has different engagement parameters for brands. While Amazon has 1P (1st party – Amazon is the wholesale buyer and markets and sells to consumers) and 3P (3rd party – Brand sells direct to consumer via Amazon) options, with Fulfilment by Amazon (FBA) and FBM (Fulfilment by Merchant) options within 3P, others have a variety of other arrangements brands must choose. Making more significant decisions such as choosing the platform/s you want your brand on, the right selling/fulfillment strategy and base pricing to fine-tuning the advertising, product messaging, price, optimizing the supply value chain and product assortment on a day-to-day or week-to-week basis requires a combination of real-time contextual insight and the digital capabilities to be responsive.
Course5 Intelligence has been helping CPG, Retail, and Technology brands use AI-driven insight mechanisms and digital capabilities to define their eCommerce strategy and improve revenues in three broad ways —
WIN THE DIGITAL SHELF BATTLE
Price — How do I optimize my pricing strategy based on various trends?
Product portfolio — How do I optimize my product portfolio and packaging initiatives?
Catalog — Which categories do I overplay?
Market Share — How do I drive sales and gain market share faster than my competitors?
Brand Hygiene — How do I optimize search, product discovery, and reach for all my SKUs?
OPTIMIZE MARKETING SPEND
Ad-spend Attribution — What marketplaces are delivering the maximum ‘clicks to revenue’?
Purchase Signals — Are my ads targeted on purchase signals or on guesstimates?
DEMYSTIFY DATA COMPLEXITIES
Enable Quick Decisions — Do I have visibility on all dimensions and objectives?
Expedite Data Semantics — How quickly can I glean insights from new data sources?
Solve the ‘Alt-Tab’ Environment — Does my analysis exist in an ‘alt-tab’ environment? Or within a single product?
These are just a few data points that drive action within an effective and profitable eCommerce strategy. CPG brands that would like to make lasting inroads to consumers’ online shopping habits will need to deliver compelling value to buyers continuously. To do this, they will need to expertly navigate a complex and dynamic set of parameters to shine through at every level of the buyer’s journey – from the first appearance on the buyer’s horizon to becoming their first and last choice, always ensuring that the numbers match across buying price to experienced value.
Optimizing your digital marketplace strategy for the end-to-end buyer journey in an amorphous market landscape is the only way to stay ahead of the competition, establish category leadership, and increase revenue on a sustained basis.