Miguel A. Gonçalves photo

Miguel Afonso Gonçalves
– Copywriter e Travel Blogger

Do you promote a brand in a sector heavily affected by Covid-19? Are the 2020 metrics that help you manage your brand’s communication and marketing not exciting? Is the year that has now begun already showing similarities to the previous one? Let me tell you, there are success stories battling with the same difficulties and the next one can be… yours!

Miguel Afonso Gonçalves
– Copywriter e Travel Blogger

Do you promote a brand in a sector heavily affected by Covid-19? Are the 2020 metrics that help you manage your brand’s communication and marketing not exciting? Is the year that has now begun already showing similarities to the previous one? Let me tell you, there are success stories battling with the same difficulties and the next one can be… yours!

It was in March 2020 that the communication, marketing and business strategies of everything related to the universe of tourism changed dramatically. Without exception, industry brands felt the shock of the pandemic. From hospitality, to transportation. From physical to online.

However, if it was impossible for the big brands to maintain the values of recent years – in terms of the size of the number of employees, turnover, pageviews, among others, for the smaller brands, the possibility of gaining visibility and improving results seemed much smaller.

After all, when natural demand growth disappears, what mechanisms can brands have at their disposal to boost themselves?

As a brand owner associated with the travel business, I was directly confronted with this scenario. In this case with this specific brand, the primary objectives are understood to be the growth in number of pageviews, individual visitors, interaction with visitors and various other metrics that indicate the success of the communication and marketing strategies applied. The relevant question for any product that requires to be treated by the different marketing tools is: what strategy was used to grow in an atypical year, in a weakened sector?

Defining more rational than emotional KPIs

Firstly, the figures in question should be understood. We are talking about a young brand, only in its second full year of activity, so the wager on doubling the majority of metrics compared to the previous year was not at all an impossibility. Furthermore, adding only the metrics of January and February, 30% of the pageviews and visitors of the previous year had already been reached – partly due to the natural growth of demand, but also proof of the successful strategies.

However, like any brand, different key performance indicators (KPIs) – or, in other words, measurable objective performance indicators – can and should be revised depending on whether certain external variables change.

Precisely because they are essential to delineate a marketing strategy that culminates in the achievement of the proposed objectives, it is important that KPIs be realistic, rather than just unattainable dreams.

For this reason, in March, with the global paralysis and consequent natural decrease in demand for all travel-related products, the objectives were rethought, leading to a logical readjustment of the communication and marketing strategy, so that the brand would still grow in conparison to the previous year.

Therefor having set the objectives, what were the indispensable tools in the strategy followed?

Understanding the public

Any strategy is targeted at an audience, so knowing it is a mandatory and defining first step in the next steps of a strategy.

Whether it’s a website’s metrics or the metrics available on social networks, the information that allows you to rate your audience is easily available to any brand with an online presence. Understanding the main segments, whether of customers, consumers or visitors, provides a potential approach to the brand through the various marketing mechanisms, by fitting the main segment(s) either to the product or the communication. Where to be present will be established, as well as how and what to communicate, and these factors can be adjusted, as the motivations of the public are not constant, as is the case in a scenario of a sector in crisis.

tabela target marca

Improve copying in dissemination actions

The world, especially digital, has been increasingly seduced by vision, image, color and movement.

If one of the objectives of the brand is to increase visits – pageviews and visitors – to a website, it is mandatory to disclose it (along with the content) in an attractive and seductive way. To this end, much contributes to the quality of the copy that accompanies the promotional activity, either in advertising or in publication on the online pages of the brand.

The world, especially digital, has been increasingly seduced by vision, image, color and movement. But there is no doubt about the power of persuasion of words. It is, however, in the symbiosis between the two that lies the main formula of success. Both should complement each other, leading to a click on the part of the customer/consumer/reader/follower, without revealing much of the content! But how do you create a good copy?

In the example of the brand in question, it was intended to get the public to click on the shared links, resulting in new pageviews. How to make a short text appealing? From the outset, using flashy keywords, which inform minimally what the sharing or the product is about, combined with the use of adjectives, since it will be these words that will give value, benefits and qualities to the product. Finally, a call-to-action, whether it is direct “See here” – or is disguised as a question – “Let’s find” – awakens the audience to the action that the brand wants: the click.

Explore engagement with the public

If there’s one thing a brand can’t give up, it’s to stay relevant to their audience. And an effective strategy to leverage that goal is to establish regular contact with followers.

In this area, social networks, as communication and marketing tools, are predominant in reaching the objectives, as, in the light of current practices, they are one of the main points of encounter between the two.

There is, therefore, room for, from the point of view of the brand, to be loyal and interact with the followers. And to give them a voice, there is a wide range of solutions available: ask questions, create games or interaction dynamics, such as polls or quizzes, challenges and proposals for sharing stories and content. With more engagement, not only are closer relationships with followers established, as these mechanisms help brands to bypass the algorithms of social networks, ensuring that they remain visible to the public.

Exploring engagement with the public, ensures the brand remains relevant, persuading followers in the challenges launched and creating more traffic to the site.

Results and conclusions

Before reaching any consideration, it is compelling to say that with the communication and marketing strategy based on these four pillars, the brand in question has actually grown compared to the previous year. The main objectives, adjusted after the impact of the crisis caused by the pandemic, have been achieved.

The growth in visitor numbers 14.2%, as well as the number of page views, which exceeded 4% of those in 2019, demonstrate the success of a better elaborated copy, of a careful study and an interaction with the public, as well as the clear and reasonable definition of KPIs, to rescue a brand from a situation that, depending only on organic demand, would have seen the metrics beat negative records.

tabela de visitas em um website

Added to these figures are the growing results of engagement rates (all interactions divided by the number of impressions/reach) – which on the site grew from 7% to 14% and which, by publication, on social networks grew from 16% to 25% – such as the increase in the number of newsletter subscribers and effective followers on social networks.