Now Is the Time to Seize Opportunity

Andrea Aker

Has there ever been a better time in recent history to turn the page? A new chapter is upon us, and the greater business community is — finally — focused more on seizing opportunity than crisis mitigation or maintaining status quo. 

The collective desire to move forward is clear. Yet, this desire comes also with its own set of challenges. How to move forward, which marketing strategies and tactics to employ and how to remain sensitive to evolving customer sentiment can be tricky. The emotions and challenges associated with the pandemic are complex, much like the recovery. 

So, what’s next? 

Businesses should reacquaint themselves with their base. Times have changed, people have changed and needs have changed. Relaunching a pre-pandemic marketing strategy or approach — as is — may not fare well. It’s time businesses take a new, deeper look at their target audiences. Does that demographic have different pain points? Have the business’s products or services adapted to fill a different need? Is a new demographic better or differently suited to the business’s long-term goals? Businesses need to reexamine their target markets in a post-COVID world. What worked in 2019 may not fit the bill for 2022 and beyond. 

It’s (still) a digital-first world. Boy is it nice to cozy up to strangers at a bar or fill a conference room. Big smiles, handshakes and other social subtleties once taken for granted now bring immense joy. In-person activities are back … but they’re not the same. “Normalcy” doesn’t equate to pre-pandemic life, especially depending on geography, and digital communication channels will continue to reign supreme. 

Eyeing that big conference? Want a slew of press at that pop-up event? It’s possible, but not without a digital-first approach. Email and social media aren’t just tools for an invite. They are storytelling channels that need to replicate in-person emotions and interactions, even if someone can now fist bump in the flesh. That means video, mind- and soul-touching blogging, podcasting and other digital means of storytelling are essential to reinvigorating business. Companies must ask:

• What is my (new) story?
• What (new) value do I bring my customers? 
• Where are my (new) customers engaged digitally?

Digital storytelling is pertinent for B2B, B2C and DTC sectors. People love their sweatpants and life behind a screen, even if they can travel around with more ease. The sales process will continue to start online, and businesses will be challenged with forging that first connection — if not all connections — digitally vs. in person. 

Ramp up or polish e-commerce strategies. Retail was seriously rocked throughout the pandemic, heightening the importance of a sound digital shopping experience. According to Digital Commerce 360, nearly $1 in $5 spent in the United States during the first quarter of this year was from online orders. Further, e-commerce growth during this time has tripled since the first quarter of 2020. 

Moving forward — even if brick-and-mortar sales are relatively strong — retail businesses need to invest in their e-commerce strategies. Specifically, this means ensuring the visitor flow is intuitive and easy, automating communications and processes to save time and amplify sales, and integrating brand storytelling into the overall experience. Customers will need to connect with the company, products and services on an emotional level to foster brand loyalty. 

In terms of automation, some top considerations include abandoned shopping cart campaigns, product review requests and custom loyalty discounts. The frontend investment can yield significantly more sales and customer loyalty over time. 

“Normalcy” isn’t really a thing. Our present is our normal, and businesses can’t look back to build their strategies. They must address present needs and meet current customer demand. It’s clear that now and into the future, a solid digital infrastructure and storytelling experience are key to business development success. 

Aker Ink is a full-service PR and marketing agency that helps companies increase brand awareness, enhance thought leadership and generate leads. The team thinks creatively and critically, developing strategies that resonate with targeted audiences and incite action. Their approach blends digital and traditional forms of communication to ensure the right people get the right information at the right time.

This is one segment of the August 2021 cover story “Coming Back: How Marketing Will Build (Back) Business after COVID-19.”

Click here to check out the other 10 businesses and the cover designs they submitted for the Cover Story Cover Contest (winner was featured as the actual magazine cover).