It is no longer news that we are currently living in a period of uncertainty with many industries experiencing an unprecedented crisis in the wake of Covid-19.
Consumers are staying home and tightening their spending as they face uncertainties related to their health, wealth, and jobs and companies have been forced to accelerate a digital transformation.
In the wake of all these, these brands have come to realize that this is an opportunity to make changes and adopt a different strategy, as consumers may not want to go back to the way things were before.
The question then is how can brands keep consumers engaged while undergoing a digital transformation and adjusting to this new way of life?
Here are six helpful tips to consider.
1. Focus on maintaining existing relationships
Firstly and most importantly, brands must switch their mindset from being product-focused to being customer-focused. How can this be done?
- Check-in with your existing customers and prospects.
- Focus more on customer retention and loyalty than customer acquisition this period.
- Solve existing customer and channel problems.
- Explore ways to add more value from existing product and offerings.
- Identify specific pain points of your customers and try to meet those needs.
2. Communicate with your customers
In these hard times, silence is not the best option. Rather constantly communicate with your customers, listen to their concerns and accept feedback.
3. Keep Customers Informed and Engaged
Take advantage of social media and other digital platforms to keep your customers informed and engaged. Social distancing has resulted in a huge spike in social media traffic. If that is where your customers are, that is where you want to be.
4. Be Sensitive
In this moment of uncertainty, brand communication is evolving. It is advisable that brands re-evaluate the tone and message of the content they share with their audience. Be sensitive, show support and stay true to what your brand stands for without appearing cheesy, insensitive, and opportunistic.
5. Adapt Your Offering to the Digital world
Many companies have been forced to move their marketing to digital so as to adapt to the present situations. Many brick-and-mortar retailers have set up online payment methods. Those without online stores are emailing customers to update them on new products in stock. Others are actively using social media to keep customers engaged.
6. Plan for Life After Covid-19
While it’s still unclear when and how this will end, you need to be ready to maintain a relationship with your customers and keep your business alive. One thing we know already is that digital experiences are here to stay.
This is indeed a moment of peril for businesses, marketers and brands in general yet it is also an opportunity to build a loyal customer base and stronger business model.
Take a look at your existing product and service offerings and see how you can digitally transform them so as to benefit your customers. We equally recommend that you jump in, learn fast, and think long-term even as you focus on survival these next few months.
Source: Blog Post