We are living in impossible times. We are living in an era few could have predicted and even fewer prepared for, an era that has upended all of the plans we so carefully had in place.

But if our new normal has taught us anything, it has taught us the importance of agility and adaptation, of using the plans we had and reconfiguring them to meet the status quo.

COVID-19 is not the end of planning; rather, it is a reminder that plans are critical in forging ahead but that they need to be flexible and robust.

Here are three reasons why a well-considered, proactive marketing strategy can influence how consumers perceive you, help you to adjust to the needs of the market and even see you through times of crisis:

1. Marketing is a critical cornerstone

Marketing cannot be an afterthought, something tacked on once everything else has been formulated and implemented.

Instead, it needs to be developed concurrently with your operational plans as one of the most important cornerstones of your business.

People will not stumble across your brand organically; you need to let them know what you are offering in strategic, innovative and overt ways. Build your marketing strategy from the ground up and ensure that it draws on all the many facets of your business.

It needs to take the following into account:
  • your product or service
  • what gap this fills in the market
  • who your ideal consumers are, and
  • how these consumers are likely to access information.
A marketing professional will be able to help you finesse the overall strategy and provide technical insight but it's important that you're deeply involved — this is your product, your market and your consumers, after all.  

2. A strategy provides an edge over your competitors

Without an effective marketing strategy, you're likely to give your competitors an undue advantage. If you're off the map, they're certain to claim valuable advertising space, tap into your existing consumer base and nurture strong relationships with potential consumers.

And when you do up your marketing game, it might be too late — your competitors' brands could already be established in the marketplace.

And even if your product or service is of higher quality or available at a better price point, consumers might choose your competitors' over yours.

3. A marketing strategy showcases your creativity

Your marketing strategy should give consumers a glimpse of what your brand is all about. It should offer a sense of:
  • your culture and business ethics
  • what inspires and drives you
  • how serious or playful you are
  • where your origins lie, and
  • what your vision is for the future.
Incorporating a strong storytelling component can draw consumers in, as well as encourages them to become brand ambassadors and retain their loyalty for years to come.

As businesses navigate COVID-19 and its aftermath, marketing shouldn't be left by the wayside. Perhaps more than any other time, this period offers an opportunity to let your consumers know that you are operating and innovating in these uncertain times.

Get creative, be a force for good, and through your strategic marketing game plan, set yourself up for long-term success.

For more information, visit www.wavemakerglobal.com. You can also follow WaveMaker on Facebook, Twitter or on Instagram.