Marketing Strategy

How To Modify Your Marketing Strategy As We Slowly Return To The Office

Founder and CEO of Netwave Interactive Marketing, a branding, strategic and creative marketing agency.

While the notion of moving to a fully remote economy seems a bit exaggerated, there is no denying that both the option and ability to work remotely are part of the new normal.

Covid forced us to make things work virtually. If the shift affected your work habits, recognize that it likely affected your customers’ habits as well. How will you adapt to reach them in their new office or remote routines?

This isn’t another article about managing your time while working from home. There are plenty of those, and you probably have it down by now. I’m talking about your marketing tactics and how you can evolve them knowing the people you’re speaking to could be working remotely — at least some, if not all, of the time — going forward.

Re-Time Your Targeting

The “workday” is now extended into the night, with many remote workers notching up to three hours more per day during the initial lockdowns. On the flip side, the blur between business hours and personal time can allow breaks in the day to run errands, work out or attend to household chores. 

With this in mind, think outside of the traditional times for running ads, email blasts and social posts. For example, many parents working from home with kids may find their days distracted but their nights productive. Instead of targeting them while the kids are running around the house, consider switching to the evening hours, when a parent might be feeling calm and collected while enjoying a cocktail in quietude. Test and measure different times to see what works.

Stop the Scroll

For those remote workers who spend so much time on their personal computers and phones, your creative truly needs to stand out and stop them in their tracks. That means bold visuals, strong messaging and a clear value proposition backed, of course, by a sound digital strategy that includes timing and targeting as mentioned above. Adding to the need for elevated creative is the reality that you might now have more competition in the digital advertising space, as companies adjust their marketing strategies. Last year, for the first time ever, digital represented more than half of all ad spend.

Invest in Brand Awareness

In many industries, the traditional competitive edge is gone. Restaurants and hospitality brands remain hindered in creating the ideal customer experience. Entertainment venues aren’t able to tout raucous crowds and ear-ringing concerts. B2B salespeople might be missing the impact of meeting with prospects in person.

To bridge the gap, branding has become more pivotal, and brand awareness, more critical. It’s not always about the instant conversion. Just look at the brand equity and loyalty Zoom has gained vs. other videoconferencing tools during the pandemic. How did Zoom become the one everyone instantly knows? Recognition, reliability and reputation. Zoom steadily built its brand name long before the pandemic, and the groundwork paid off when opportunity knocked for conversions.

Digitize Your Sales Pitch

B2B and B2C companies alike are reckoning with the migration of in-person activities to online. Your current sales process is not the same as it was prior to the pandemic. Even if the steps are similar, many of them have likely been disrupted or digitized. What was previously a one-hour presentation in the boardroom might now be a 30-minute pitch via video chat. The printed flyer that you used to leave behind after a meeting is now attached to an email instead. Revisit your sales funnel, identify where the mediums have changed and align your marketing materials accordingly.

Stay the Course

If your business survived 2020, it can thrive in 2021. Things are getting better, while the prevalence of remote working remains the same. There is no need to reinvent yourself at this juncture. Focus on the basics that get results for your business, and simply adjust them as needed to fit within the remote work environment.

Forbes Agency Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?