A&E, a digital agency with a large portfolio of Fortune 500 company clients, including J&J, P&G, Netflix, VF Corp, and Wells Fargo, discusses the importance of a solid marketing strategy that will carry them through the current crisis and afterwards into the post-pandemic business landscape
How do they think post-pandemic marketing will differ from “before”?
Consumers have become educated in online shopping
- Social media continues to evolve and produce tools for retailers so they can direct and track traffic coming from different channels
- The technologies will continue to evolve that will decrease the cost of digital marketing, making it a very lucrative form of marketing
Social media is key
Which platforms are the best for small businesses to reach customers?
- It depends on which target group or groups the small business is trying to reach.
- Analyze available formats and understand what best works for your industry
- For example, videos lend themselves beautifully for makeup or cooking tutorials.
How do they measure ROI on social platforms?
Key Performance Indicators (KPIs)
- Follower growth
- Website traffic from customized links
- Promo codes for sales
- Subscribers for newsletters
- Customers filling out forms to receive sample products
- Foot traffic to physical stores
How can small business leverage Instagram Live & Facebook Live to boost customer spending?
Partner with influencers and invite guests relevant to their industry to provide valuable information to their customers
- Hold their own live sessions where they tell their customers what is new in their stores and how to buy during the pandemic
Anything else to add?
Keep the consumer decision journey in mind: the consumer needs to see your product at least seven times before making a decision to purchase.
- Allow some time and all your campaigns to sink in before pulling the plug: pick influencers who share values with your brand and are there for a long-term partnership.
How do you get started on these social mediums?
Do research
- Find out where your target audience is hanging out
- Hire help
- Understand what content to produce
- Once the brand starts posting, start measuring the analytics
- What is working and what needs improvement
What kind of budget do you need to get started on these mediums to be effective?
Have a budget equivalent to a senior-level marketer’s salary
