The coronavirus has changed the world of marketing – this sentence is no longer a dark vision, but the reality that surrounds us. The effects of the pandemic have affected Polish consumers not only socially, but primarily economically. And we, as marketers, have to adapt to these changes. What does Polish marketing look like in the era of coronavirus? How to advertise in Poland in the new reality?
Main marketing trends in Poland in the era of coronavirus
The main change is an almost complete shift to online shopping. In the new reality, most businesses had to find their place in the world of the Internet. Those who so far had had little contact with Internet marketing and e-commerce had two options: either adapt quickly or die.
Secondly, long-term marketing activities in Poland (such as content marketing) turned out to be more effective than short-term, high-budget campaigns focused solely on sales. More time at home has increased the consumption of online content. Blogs, podcasts, YouTube channels – influencers are needed more than ever. And once again, they proved to be a powerful marketing tool. The revolution also affected Polish marketing in social media. The correct optimization of ads increased significantly. Campaign expenses began to be analyzed in terms of targeting precision and effectiveness. Focus on conversion, quick testing of new solutions, better measurement of ad effectiveness – in a time when every penny counts – a good Internet marketing specialist proves to be worth their weight in gold.
How to do marketing in Poland in the new reality?
Here are some tips on how to adapt your marketing communication in Poland to the needs of your clients these days:
1. Optimise and update the website
- Adapt the website to the needs of the Polish client. The Polish language version of the website and convenient purchases with Polish currency in the online store are the basis for higher sales.
- Take care of the perfect User Experience: simplify the shopping path and the freedom to move around the website as much as possible. Poles appreciate simplicity.
- Add elements that increase conversion: sales content and banners directing to the offeror’s subscription to the newsletter.
2. Concentrate on your existing customer base
- Build long-term relationships with regular customers by giving them insights from the life of the brand (running Instagram in Polish can be a great way).
- Build a newsletter and send special offers to regular readers.
- Take care of your visibility and distinction in social media: User Generated Content, contests, posts aimed at engagement instead of sales, dialogue with customers.
3. Content is king
- If you run a company blog in Polish, update evergreen content. Consider rewriting low-quality content to suit current search engine requirements.
- If you don’t run a company blog… prepare a content plan and start doing it. Content marketing is relatively low cost with long-term advertising performance.
- Buy sponsored articles on Polish websites and industry websites – this not only builds trust but also increases brand visibility.
- Collaborate with Polish influencers who create interesting content. One video or series of sponsored posts given in a creative way can prove to be more effective today than a high-budget sales campaign on Facebook.
4. Don’t underestimate the power of organic activities
- Optimize your website for SEO – take care of the content (relevant keywords, headers, internal and external linking) and technical SEO (speed, proper website structure, mobile adaptation, structural data, and others).
- Build consistent communication in social media based on an appropriate strategy – despite the fact that it is infamous, organic activities on Facebook or Instagram still work.
- Use free functions offered by social media: live, closed groups on FB, “secret sales” on Messenger, events, stories, etc.
5. Proper optimization of your ads is essential
- Correct targeting (i.e. as narrow as possible) of your ads should be a priority if you want to increase conversion.
- Do A / B testing – you need to know what’s working to quickly adapt ad creatives to changing customer preferences.
- Define your KPIs and measure everything you can (sales, the number of leads generated, upsells, etc.), then analyze it and make changes.
Regardless of external factors, marketing should never stop. Polish customers remember the goldfish. As soon as you stop communicating with them, they flee to the competition. If you need Polish marketing experts who will help you introduce changes and adapt your marketing message to the new realities, please contact our advertising agency in the UK.
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