As a business owner, COVID-19 is an unprecedented situation and it certainly adds to the daily pressures of running a business.
There are ways however, to alleviate this pressure. Here are some tips on how to maximize your marketing/advertising, while retaining your customers and gaining new ones.
While right now may not seem like the time to push for conversions for products or services impacted by COVID-19, taking a step back and looking at brand awareness or consideration strategies is a good step in the right direction. With this said, keeping customers on top of mind is crucial during this time. For example, friendly branded PSA ads are a good way to attract attention to the customer, while showing you care.Â
Once the outbreak is on the mend, the next step would be to look at retargeting or prospecting strategies to gain new customers.
What does that even mean? It means, keeping your brand up to date – with current trends. Messaging should always focus on the customer – whether your messaging provides a sympathetic or problem solving approach. Being sympathetic to customers during difficult times like COVID-19, will spark attention to your brand and show customers that you care. Maybe even offering an extra level of free support.
Furthermore, practicing corporate social responsibility like this goes a long way, and helps retain customers.
In more difficult times like these, people are working from home. That being said, knowing where they are and how their lifestyles have changed is vital to knowing how you can help make a difference in their lives. Email boxes are not as full as they once were and employees working from home have more time on their hands. It’s a good time to communicate.
Keep your customers engaged by offering them something new.
If you are a service provider, for example, a tech company – provide webinars and teach your customers something new.
If you sell products, focus on products that will improve their quality of life, while at home, as they continue to social distance.
Lastly, staying true to your brand is important. Create new offers, and generate new content and communications, that show you care and reinvest in online channels to stay connected to your customers.
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