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Smart & responsible marketing is more than just running a newsletter or social media campaign.
It would be best if you also were planning your digital strategy about content creation, lead generation, content marketing, email marketing and performance-based analytics with consideration.
Yes, it’s going to be more difficult than expected, but if you don’t adapt, you will be left behind and might even lose customers as other businesses figure out ways to beat you.
Responsible marketing means thinking about the kinds of products and services you’re selling and how they can help address a problem or issue.
Smart marketing means thinking about your audience and their needs and wants weekly, bi-weekly, or monthly.
Here are some tips for Smart and Responsible Marketing during Covid-19. For the sake for brevity I am going to call it (SRM) for this post.
Responsible Marketing tip 1: Be transparent in your approach
We can adapt our marketing according to the changing needs. Actual change takes time; don’t delay creating a new marketing strategy that will help your brands stay relevant during this time of change.
SRM is achieved through a combination of analysis, discipline and a deep understanding of human psychology.
By applying these principles to awareness-raising as an effective method, businesses can successfully employ them to accomplish many different goals within their organizations.
Responsible Marketing tip 2: Offer strong purpose
A strong brand purpose is a guideline for the marketing communications of all companies. The purpose of a strong brand is to communicate to others (potentially including competitors and potential customers)
You should have a strong response to what your company claims to offer, why customers should choose you over competitors, and how customers can receive benefits from your offerings.
It is no surprise that businesses adapt to a new world where customers’ requirements for services are constantly changing.
Small businesses need a strong brand purpose to win back their hard-earned customers; they need it now more than ever before as the economy continues to struggle.
Offering your customer, a consistent message through your marketing can help you deliver a stronger and more relevant experience every time they visit. If you are struggling to come up with a strong brand message, then hiring ghostwriting services may help you.
Yes, during the pandemic, all companies were faced with tough decisions on implementing a wide-ranging plan, both company-wide and within each specific industry.
However, those to adapt to the changing marketing needs, survived and thrived to the fullest.
Responsible Marketing tip 3: Know who your audience is
The Covid19 pandemic changed the way marketers think about marketing. It showed us how easily people would change their behaviour based on fear.
Knowing your audience will help you make better, quicker decisions and adapt congruently to changing trends—instead of reactively trying to stop or avoid bad news.
COVID-19 also showed us that the best way to combat this is by being proactive, sending audios, releasing information, and providing the comfort to your customers on the ground levels.
There’s no need to wave high from the top of the cliff when you cannot offer help to the customer in need. The businesses need to come down to the lower level where the see, feel, and understand the plight of their customers to provide better services.
It would be best if you tailor your marketing strategies to particular demographic groups – age, income level, etc.
For example, if you have a product for seniors, you should target seniors more heavily than 18-24 years old.
Responsible Marketing tip 4: Be authentic
Your responsibility as an online marketer is not to push content or products. It’s to understand the clients and customers you have.
If you’re a marketer, everything about your role requires authenticity, which means you need to manage your social media channels in a way that shows you’re trying to find out about things–not just posting about them.
Being socially responsible is more than just being concerned with the well-being of future generations.
It’s about being someone who creates value for other people – whether that means attending a charity event, offering discount on new products, or making a donation to a worthy cause.
Responsible Marketing tip 5: Create a message of concern
Your SRM structure should provide your business with the proper tools, tactics, and frameworks to adapt to changing market conditions.
Effective marketing includes responding rapidly to shifts in consumer behavior by continuously testing new messaging, positioning, and products.
COVID-19 has undoubtedly increased communication between business and consumers.
This means that marketing efforts will be even more important in the future to maintain customer loyalty and foster long-term brand success.
Responsible Marketing tip 6: Engage content marketing
Content marketing is an essential tool for responsive, forward-looking brands, especially those with a presence on social networks like Facebook and Twitter.
The pandemic has created an interesting challenge for marketers. It has generated much user-generated content (UGC), but it also means there is a lot of competition for social media users.
If you want to stand out from the crowd, it’s important to make sure your content is tailored specifically toward your audience and their needs.
You can’t simply re-hash the same old messages. The key is to find new ways to talk about the things that matter to people.
Stay up-to-date on the latest market trends so you can deliver the type of content that people want to read – especially on social media.
Responsible Marketing tip 7: Use email marketing
Email marketing is the most cost-effective and scalable way to maintain a presence online during a crisis.
It’s the most user-friendly way to reach out to new leads, and it’s the least labor-intensive way to keep people engaged with your brand.
Create and use campaigns that are both smart and responsible. Avoid sending mass emails that flood inboxes with promotional and sales material.
Instead, send small batches of informative emails that provide important information, valuable insights at an individual level.
This will help you identify the types of audiences for your brand and tailor your messaging accordingly.
Responsible Marketing tip 8: Set realistic goals
There’s no point in being an optimist when it comes to marketing. The highs, as well as the lows, can be higher than you can imagine.
So it’s important to set realistic goals for yourself and stick to them. There will be times when you feel like everything is going great, but in actual things are going down the hill.
Adapting to changing market conditions is as crucial as ever. No matter which industry you’re in, brands and strategies will change in response to new information and new challenges.
Marketing to an audience that is diverse and geographically dispersed can be challenging.
That’s why it’s important to set realistic goals and develop a plan that incorporates steps to achieve them.
Responsible Marketing tip 9: Have a clear brand promise
Your brand is your experience, story, and reflection of who you are and what you do.
Your job as a marketer is to make sure that what you do connects with who your audience is.
If you’re selling solutions, your audience is likely solution-oriented people looking for a specific outcome.
If you’re selling emotions, your audience will likely look for certain feelings — happiness, pride, joy, trust — in products or services they receive.
There’s no point in being a market leader in something if you’re not willing to step up and take control of your brand.
Connecting with customers on an individual basis through email, social media and the product can help you understand their wants and needs. Likewise, it will help you deliver your promise without losing your honor.
