BY Chris Abbott | Bring Positive Energy | 23/04/2020
It’s crucial to prioritise your customers and their needs, ensuring that they continue to feel valued. In the digital world this might mean opening up new channels of communication making use of social media tools such as direct messaging and auto response to allow easier conversation for your customers. Whichever you employ, ensure it remains genuine as too much automation can feel impersonal and out of touch.
Focus on outward communication. It’s important that however you are adapting your business, you communicate it well. Use everything at your disposal to provide updates about how you are operating, particularly your owned media channels. These include your website, social pages and email database. Provide clear messaging on your website explaining current service levels, and be clear about whether you can take on new business and what you are offering.
While, unfortunately, some businesses are unable to operate during these times, others have been able to adapt and continue to offer services with little disruption in delivery times. Be sure to share this. Use pinned posts on your social channels to highlight the most important messages, and just like any other time, direct them to your own site. This is because you have control over content there.
Where you may normally want to put all of your energies and digital marketing budget into the higher yielding campaigns that focus on conversion, think about going back to the top of the funnel. Consider awareness and engagement campaigns.
These are not only cheaper to run but also avoid the hard sell during unsettled times. The purchase may be a little slower here but likelihood is that by providing meaningful content now you will build better brand loyalty and future sales.
It’s also important to assess your creative during this time. Forward thinking advertisers have shifted their tone of voice, evaluated their use of imagery and softening their calls to action. Messaging should all be reviewed constantly to ensure they feel relevant and considerate of this ever changing situation.
If you’ve seen your analytics through up some unusual data don’t be surprised and if you’re B2B focused you’ll find that your data may be pretty terrible right now!
More and more people have moved to home working, sharing devices with family members and logging into business networks remotely. You may also see a shift in device use as homeworkers feel more comfortable using the mac or pc to shop during the day, rather than quick searches on the mobile while sitting on the train or at the desk.
This not only changes patterns in data but renders things like IP filters almost useless, so it pays to understand the analytics and adapt accordingly.
Now well into spring and warmer weather, many businesses rely on physical events like expos, exhibitions and even county shows to see a spike in sales. Now is the time to use online channels and marketing methods to get creative.
Whether it’s using an existing show reel, or developing something new, use the digital space to provide customers with unique experiences, meaningful content and relevant offers.