Impacts On Lead Generation Post COVID-19
It’s safe to say that COVID-19 has fundamentally changed lead generation, within the digital marketing landscape. Let’s take a look at why that is. Firstly, if you haven’t already read up on our previous article on the impacts of COVID19 on consumer behavior, check it out now; we’ll wait for you back here when you’re done.
Previously, lead generation was competitive, and in most cases, the winning campaigns all had something in common. Past performance history. An important note is that this history doesn’t have to be either good or bad - it’s just data, and an already established advertising presence. This translates to tangible marketing tactics such as remarketing audiences, lookalike audiences, and organic followers.
This further applies to all advertising campaigns - not just digital. When there is a long period where a business halts all advertising, it becomes significantly harder to resume advertising at a similar performance. The longer the period, the harder it will be on the other side.
Before we dive any further into an analysis of the post COVID-19 situation, and what strategies to follow, let’s first look at how current lead gen campaigns are performing, and the consumer behavior surrounding them.
Consumers are starting to behave differently
A strong shift in consumer behavior, is the realisation that you don’t need a gym to stay fit. With such a wide variety of at home workouts, consumers are actively engaging in gyms and fitness authorities to stay healthy from home. Most gyms realise that at home workout leads will translate to active gym membership leads down the line, which is why they’re pushing it so heavily.
__ It’s a smart tactic that will pay off.__
Because of the consumer needing less commitment to become a lead (It’s just at home, and usually free: What’s there to lose?) then the friction of the process is reduced, increasing lead volume.
Furthermore, as unemployment rates increase, consumer spending shifts, and non-essential purchases drop. This puts importance on having affordable, or even free at home workout options available. With less and less consumers able to afford the $15p/w gym commitment, they will be forced to go online for their fitness needs.
The one thing that COVID-19 has taught us, is how essential it is for you to remain fit & healthy! The change in consumer behaviour is not that the consumers are not looking to stay fit, but rather the affordability aspect of it. Why pay $15, when you can get lean all in the comfort of your home.
Re-opening In A Post COVID-19 Climate
Like all previous historical events / slumps in the economy, there is a period of resurgence after. Consumer sentiment and spend returns, and the economy flourishes. This particular situation will be somewhat different as well, as there will be a greater emphasis on health and fitness when things return to normal. People will be eating out more, exercising, and catching up on activities that they had previously been deprived of, during isolation. This means, there will be a significant increase in leads in the short term as gyms re-open.
When re-opening is announced by the government, all businesses and gyms will experience a huge surge in leads and sign ups. However, as mentioned at the start, the businesses that continued their advertising throughout the lockdown period will hold a huge advantage over those that didn’t. When hearing of the news, businesses will scramble to formulate an advertising strategy and offer. However those that chose to be proactive, and not reactive, will see success. They will already have their campaigns running, and an engaged audience following. With weeks of getting in front of consumers while at home, these businesses will also benefit from being at the forefront of people’s minds when they start looking for a gym to join.
The bottom line is that the post COVID-19 resurgence is coming, whether you’re prepared for it or not. (So better be prepared, right?)