The COVID-19 pandemic and its aftermath have left many businesses and organizations feeling the effects of dramatically cutting back or even temporarily suspending service or operations. Now as shelter-in-place mandates are beginning to lift and states are heading back to work, it’s time to think about ways to re-engage your audience and build stronger connections with them. As you move into recovery mode, your original marketing plans may not fit the current climate. Still, there are some great media recovery strategies to consider that will help you rebuild and stand out as the digital world becomes noisy again.
Here are the top five media recovery strategies you should consider.
1. PPC (Search Engine Marketing) – This strategy targets those ready to make a decision. Post quarantine, there are so many who will be willing and ready to make a purchase, and you’ll need to be ahead of your competition for market share. PPC can help you cast a wider net and reach beyond your current audience.
2. LinkedIn – Looking for a break from all the clutter with the ability to dial in directly to a business audience? LinkedIn advertising provides those opportunities as America gets back to work through sponsored posts, sidebar ads, and Sponsored InMail.
3. Print Advertising – Whether it is a trade, regionally focused, or national publication, print advertising will become increasingly important to deliver quality messaging to a targeted audience. Did you know that most publications assist with building community relationships for their advertisers?
4. Facebook/Instagram – With social distancing, the need for community has never been stronger. Use the largest social networks to directly connect with your audience and run a wide variety of campaigns. According to research conducted by socialbakers, social ads are cheaper than ever, so this is a good time to take advantage of this type of advertising to cast a wider net.
5. Radio Advertising – As cities and municipalities get back to work, the radio will play a critical role in helping advertisers spread the message. Years of listening to the same stations during commutes will drive interest back to radio personalities, a renaissance to the early days of radio as a recent Neilsen study revealed 53% of American adults age 18 and older feel listening to their favorite personalities help them feel more informed on the things they need to know about. Of those surveyed, 83% shared they are listening to the radio just as much or even more than before the pandemic, making radio a wise option to consider.
Every business and organization is different and the way we all recover from this crisis will be different, so the strategies that work for you may not work for your neighbor. The important thing to remember is there are options out there and it’s time to start looking at your plan and what you need to pivot in order to show your audience you are still here and ready to serve them, and media is just one piece of the puzzle. If you’re interested in learning more about how media strategies can fit into your recovery plans, contact us to schedule a marketing consultation. We can look at these options and others and discuss what might be best for your needs.
Not quite ready or need more information on media strategies? Read our blog on the Top 5 Media Trends of 2020 to learn more about ideas to incorporate into your marketing plan.