Marketing Lessons from the Pandemic

After a couple of turbulent years, most people hoped that 2022 would be relatively peaceful. However, looking at the last few months, it’s clear that most people are still trying to navigate the current situation, especially people running small businesses and trying to market to their target audiences.

When the pandemic first started plenty of businesses were simply focused on shifting their operations online.

However in the following year, with many more digital competitors, small businesses started looking for ways to stand out from the digital crowd through unique campaigns and strategies.

Privacy Regulation and Advertising

One of the most popular marketing topics from the last couple of years has been digital privacy, with users lately being able to opt out of different apps tracking them.

There are a number of privacy issues that have started adding friction to many companies’ marketing efforts, with web browsers also blocking third-party cookies, which means users won’t be tracked across websites.

Fortunately, companies can get ahead of this challenge by o relying more on first-party data instead.

That means businesses should be looking at both their past and current customers, and their data in order to create improved buyer personas based on them and to utilize that information in their promotional strategies.

Landing Pages

There are hundreds of different things that companies can be doing to create landing pages with high conversion rates. However not every landing page strategy is equal, and some of those strategies end up backfiring for businesses. One of the most common examples of this is sending every lead to the same landing page.

This is one of the biggest reasons why companies see a low conversion rate for their landing pages. In fact, according to research, companies that have over two dozen different landing pages end up generating a lot more leads, compared to businesses that only have a handful of landing pages.

Marketing Lessons from the Pandemic

After a couple of turbulent years, most people hoped that 2022 would be relatively peaceful. However, looking at the last few months, it’s clear that most people are still trying to navigate the current situation, especially people running small businesses and trying to market to their target audiences.

When the pandemic first started plenty of businesses were simply focused on shifting their operations online.

However in the following year, with many more digital competitors, small businesses started looking for ways to stand out from the digital crowd through unique campaigns and strategies.

Privacy Regulation and Advertising

One of the most popular marketing topics from the last couple of years has been digital privacy, with users lately being able to opt out of different apps tracking them.

There are a number of privacy issues that have started adding friction to many companies’ marketing efforts, with web browsers also blocking third-party cookies, which means users won’t be tracked across websites. Fortunately, companies can get ahead of this challenge by o relying more on first-party data instead.

That means businesses should be looking at both their past and current customers, and their data in order to create improved buyer personas based on them and to utilize that information in their promotional strategies.

Landing Pages

There are hundreds of different things that companies can be doing to create landing pages with high conversion rates. However not every landing page strategy is equal, and some of those strategies end up backfiring for businesses. One of the most common examples of this is sending every lead to the same landing page.

This is one of the biggest reasons why companies see a low conversion rate for their landing pages. In fact, according to research, companies that have over two dozen different landing pages end up generating a lot more leads, compared to businesses that only have a handful of landing pages.

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Ronn Torossian is the founder of 5W Public Relations, a native New Yorker and an advocate for many non-profit organizations.

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