No one could have predicted how quickly the COVID-19 pandemic would take hold across the world. With people working from home or not at all, public spaces closed, social distancing strongly encouraged, we are certainly living in unprecedented times. Here are some tips for engaging your customers and prospects in the midst of economic uncertainty:
- Focus on building/maintaining relationships first. Check in with your audience, customers AND prospects. Let them know you are there to address any concerns they may have during this time and explain how you’re adapting your business to the current situation. Email, digital display, blog posts and sponsored content are good ways to get the message out or drive people to your message on your website.
- Take care of your current customers. Helping customers optimize their current solutions by offering add-ons or introducing them to complementary components will help reinforce your relationship with them. You could also stimulate repeat purchases, up-sell or cross-sell across your business lines. Above all, offer reassurance that your business is the one they should be dealing with. Email is key here because you can personalize the messages and spend very little to reach customers.
- Don’t give up on your prospects. By continuing marketing activity with clear messages and keeping in mind changes of consumer behavior, you can win over prospective customers who had been on the fence or even has been doing business with your competitors.
- Evaluate your current marketing plan. Do the channels you’re currently utilizing still make sense? Allocating your budget elsewhere vs cutting back altogether would be a great pivot strategy. If prospects aren’t driving the roadways and are home surfing and streaming, reallocate outdoor funds to targeted video, social and digital.
We’re here to help you navigate the changing landscape – Reach out today to talk through the options.