Reaching your customers: let them know that you’re there

1st April 2020

By: Sally Smith

As we navigate our businesses through the next few weeks and months, it is important to remember that you matter to your customers. Keeping in touch with them will help them feel supported and it will also keep the relationships going with your customers, so you come out even stronger.

You will undoubtedly have lots of questions relating to your marketing at this time, such as “how should I market my business during this period?” And perhaps even, “Should I be marketing my business at all?” The answer is absolutely “yes” and here is why.

For everyone, the daily work/life routine has changed. You are more than likely working from home, perhaps you are home schooling and have the additional challenge of juggling it all. One thing is evident, though, and that is the focus around technology. We are currently being hit from all angles with Facebook posts, Whatsapp messages, emails, FaceTime calls etc. If you weren’t great with technology a few weeks ago, it will be a different story now!

Marketing budgets are often the first to be cut during challenging times, but a cut in your marketing activity is only a short term fix and will undoubtedly have long term consequences. Your visibility throughout the turbulence is key and will benefit your business in the long run.

In the 1990-91 recession, Pizza Hut and Taco Bell took advantage of McDonald’s decision to drop its advertising and promotion budget. As a result, Pizza Hut increased sales by 61%, Taco Bell sales grew by 40% and McDonald’s sales declined by 28%.

It goes to show that even the bigger firms can’t afford to rest on their laurels. So, how are you going to market yourself? You will need to shift your focus and re-think your strategy. It will need to be based on digital media, and your messages need to have the right tone. It is not the time to be doing a sales pitch, it is about helping your clients and providing the reassurance they need.

Here are some ideas with links to all our relevant blogs to get you started:

  1. Prepare for the digital age – firstly, carry out a mini-audit of your existing digital marketing strategy, as this will need to be updated.
  2. Stay sharp on social media – put your brand in front of your customers using all your social media platforms. Your customers are more active now than ever before. Create engaging graphics with animation to capture their attention.
  3. Email Marketing – speak to your customers and keep them up to date with your latest news. If your database is needing a little work, then now is the time to create it or tidy it up. You have an opportunity here to speak to your clients and stay connected.
  4. Start a blog – if you don’t have one then there’s never been a better time to start one. A great way to share your knowledge and experience. It doesn’t need to include lots of technical jargon, you can inject some personality into it. Get other team members to contribute also.
  5. Website content & SEO – you have an opportunity here to convince your customers why you are the best at what you do before they even pick up the phone. The words you use throughout your website can help your google rankings. Use the language your customers would use to find you.

During times like this it is often best for brands to use a reassuring tone in all their comms so offer a positive perspective and communicate your brand values, rather than going for the hard sell. This can be used in all of the above.

It may seem a little daunting but if taken in bite sized chunks, it will be extremely effective longer term and will help you stay visible. We are here for you, don’t disappear from view during this time, ESPC Design can help you.

Get in touch for a free consultation today.

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