WHY NOW (MORE THAN EVER) IS THE TIME TO COMMUNICATE
AND NOT NEGLECT YOUR CUSTOMERS.
It’s only March and its already been one of the most intense years ever. Fires, floods and now, world-wide fear in the face of a highly contagious virus; Covid-19.
2020, whether we like it or not, is forcing us to embrace a new way forward.
As we’ve suggested from January, this is the year of Clarity and Community, and, nothing has changed. Now, more than ever, is the time to get really clear on your offering and most importantly, remember your community of loyal customers.
Now is not the time for awareness and sales-y campaigns that focus on attracting new customers.
Now is the time for community building with your existing customers to show them just how much you value them.
Now is not the time for outward-facing, offline, recruitment initiatives.
Now is the time for digital, multi-platform marketing that shows your customers you care wherever they turn online.
Now is not the time to hide away and pretend that this isn’t a hard moment for the world.
Now is the time to navigate this newness with open transparency and, continued communication.
This is an opportunity to service your existing customers like never before. Provide information where there isn’t any, inspiration where there is disappointment and strength where there is uncertainty. Keep your team informed and be sure to respond to questions wherever they appear swiftly and intelligently.
Building a brand is a long-term play. The world’s most acclaimed heritage brands have been around for decades and have experienced many tough moments. Standing strong through these times assures your customers that you are there for them and will be well into the future.
Proactive, confident and caring communication will project resilience and flexibility, while radio-silence just perpetuates doubt. A temporary spotlight on your digital world is essential. Here are a few ways to pivot your focus and investment for the next six months;
FOCUS ONLINE
Have you been wanting to refresh your website but haven’t had the time? Now is the moment! Check some of the below ideas to help drive awareness and traffic to your e-tail business.
EXPERIMENT WITH LIVE STREAMING
Can’t host a planned live event? Try a live digital event or Q&A instead. Overcome your fear and go live on video to share your message, information or offer.
RAMP UP SOCIAL MEDIA
Ramp up your social posting. Usually post once a day, try twice and be even more visible and accessible to your audience. Encourage comments and start a conversation via DM.
DESIGN AN EMAIL CAMPAIGN
These are your people! Your customers who have opted in and asked to be informed, inspired and entertained by your brand. Shift your communication to be more intimate, as though you’re having a face-to-face, privileged conversation with this special group. Read our tips on how to communicate authentically here.
TRY TECH-ENABLED PUBLICATION
The digital world is about to come into its own and your website is the perfect host. Publish a blog that will position you as an expert or up the ante and offer your customers the opportunity to flip through a digital magazine, like this one we publish for Enhance Travel.
ENLIST INFLUENCER MARKETING
Engage local thought leaders to share your message in their voice or encourage user-generated content by incentivising existing customers.
This is undoubtedly a time of change and uncertainty, a climate that we all need to carefully traverse with a considered, open mind. But as the saying goes, this too shall pass. And when us resilient humans bounce back, we will remember the hero brands who showed understanding and commitment no matter what.