Step-by-step process for marketeers now and post-Coronavirus

According to Nielsen´s study, life will continue as normal post-Coronavirus, but with new shopping habits in e-commerce and hygiene practices.

Source: Supermarket News, US.

These difficult times will hopefully teach us marketeers that less is more: spending less (either by having less employees as the amount of brick and mortar stores will decrease or because you simply have less marketing budget compared to the new competitor landscape), selling more (you need to build and optimize your platforms and operations to cope with the volumes) and growing through heavy prioritization.

The consumer shopping behaviour will change for good. The math behind growing is very simple from now on. If you have something from the list below to offer, forget anything else and create an agile process for a purely remotely functioning marketing and sales team. An example process could look like this:

 Ensure your core team & skillset:

  • Hire a copywriter with SEO and Ecom background (or arrange training for current employees)
  • Hire a skilled Graphic Web Designer with Ecom background (or arrange training for current employees)
  • Hire an Online Advertising specialist / brief your agency properly
  • Business – Marketing analyst: You don’t need a data analyst, you can do the math yourself
  • OR get help from one of the many marketing agencies fighting for the surviving customers. You will not need a huge team of experts anymore, but you need to be smarter in utilizing the skills you have available

Streamline your process:

  1. List categories and choose which ones to focus on the upcoming 1-2 months (this applies also for services) – Previously the category management was responsible for choosing the focus categories, if you purely rely on the history (which typically is used to predict the future) you will not be able to compete with the best
  2. Perform a keyword research in localized languages (there is no longer any reason why you shouldn’t scale at least to the neighboring countries) tools like keywordtool.io and even Google trends are sufficient enough for this
  3. Make a content plan based on the research and choose 5-10 content assets you will create per focus category, e.g. 1.) shopping guide, 2. )how to video, 3.) comparison article, 4.) product description, 5.) category description
  4. Start by optimizing the product description on the chosen ones > from now on your only sales representative is the product description and reviews 
  5. Optimize your categories – these are the traffic magnets from now on, make sure people find your focus services and products no matter where they land on your website
  6. Create compelling and consistent visual material throughout the channels (website, newsletter, organic social media, paid media)
  7. Make sure your checkout process is simple and smooth and the most used payment methods in your local markets are available (E.g Postnord publishes every year a report on online shopping trends and consumer expectations in terms of delivery and payment methods)
  8. Optimize your search ads
  9. Create an audience based media mix and choose channels, remember the balance between branding and tactical campaigning
  10. Create campaigns in selected medias
  11. Check your conversion tracking and relevant pixels are in place
  12. Run, analyze, optimize & learn
  13. Do it again!

Implement the process as quickly as possible if you possess something of the following:

Products for daily use that you don’t want to buy second hand

  • Food & water
  • Alcohol
  • Tobacco
  • Coffee
  • Drugs (not the illegal ones, but pharmacy stuff)
  • Daily cosmetics
  • Hygiene products
  • Beauty cosmetics (men & women)
  • Underwear
  • Health products (vitamins etc)
  • Baby products
  • Petroleum
  • Electricity
  • Internet & mobile 
  • Computers

Remember also seasonal changes. E.g Sunscreen and UV clothing are soon peaking also in Finland! Make sure you are well prepared 2-3 months before the season start!

Products you need on a weekly basis

  • Household products
  • Cleaning products
  • Clothing
  • Sports & health tips 
  • Online training
  • Sports clothing
  • E-gaming & gaming in general

Categories you shop products from maybe once a month / more seldom:

  • Domestic appliances (washing machines, fridges etc)
  • Small domestic appliances (espresso machines etc)
  • Electronics (computer screens, headsets etc)
  • Home textiles
  • Office products
  • Gardening & patio
  • Home renovation

Most of all, keep up the good team-spirit and fight your way back to the top <3

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