It's not quite post-COVID yet as many states and countries are experiencing new surges, but many marketers are preparing for what lies ahead. Here are just 4 of the biggest concerns for the balance of 2021 and into 2022:
Reacting and Adapting to COVID. It's hard to name an industry that hasn't been affected by COVID, either positively or negatively. Businesses that moved to a work-from-home strategy are now wrestling with how, when or whether to bring employees back to the office. Likewise, as the pandemic forced the cancellation of in-person events, marketers found ways to hold them virtually, with success. Going forward, many events may be a hybrid of live and virtual. Social media is critical to promoting events and engaging participants, so we're likely to see increased spending on social media and digital platforms.
Generating traffic and leads. Generating leads is one issue; following up on them is another. Generating or curating relevant content for multiple target audiences can bring your prospects to you. Working with a consultant or firm to develop a strategy is a good start. Many companies are still "throwing things against the wall to see what sticks" rather than developing an intentional content strategy aimed at providing value to each of their customer audiences. An effective content strategy increases visibility and reinforces a company's credibility and authority. No one has time to read anything that's not going to help them right now. A shift from "selling" to "educating" will be important in the immediate future.
Hiring and Retaining Talent. During COVID shut-downs, many workers had time to think about how they wanted to spend their work life. Two-income families adjusted priorities and found that they could live on one income, especially if they realized savings in child care, lunches, work apparel and more. Record numbers of employees are looking to switch companies and even switch industries. The result is that employers find themselves in competition for not only the best employees, but in some cases, ANY employees. Companies or businesses that don't have a culture of recognition and appreciation are behind the 8 ball. In the corporate world, younger employees are especially interested in the company's values, social responsibility and policies that impact an employee's wellness and mental health. (If you need one of these programs, I just happen to be able to refer you to some excellent sources to develop one!)
Lack of Resources. As companies struggle to maintain business with fewer employees, the lack of resources becomes painfully obvious, including marketing. Automation and apps that can help schedule tasks or organize content can be big time savers. Elements of your marketing can be outsourced including everything from strategy to content.
Of course, there are so many other concerns including lack of brand awareness, decisions on ROI measures, how to gather the right data and keeping up with compliance and other regulations.
Marketers that are faced with these challenges may find that training in specific areas or hiring a consultant in the short term may relieve some of the pressure.
Contact me to discuss your particular marketing challenge!