— Marketing

Prove to customers that you’re worth their time

Summary

There’s a lot of chatter online about how to bounce back from COVID-19 as an organisation. A lot focuses on organisational transformation – better business continuity management, restructuring products and services, and so on.

Marketing may not be mentioned so frequently, but leaders that wish to rebuild after the pandemic need to focus on what they do best: delivering value to customers. And one major way to show customers that a company is capable of providing such value is with stellar marketing.

Here’s why.

1. Show customers you care about more than their money

 

If there were ever a time for corporate social responsibility, it’s now. People’s lives have been seriously impacted by COVID-19, and in some parts of the world the pandemic shows no signs of slowing. This is an opportunity for companies to show that they are committed to more than their customers’ money, but improving their lives or making their lives easier – and doing so in a genuine way. 

Consider: What could you offer at a discount, or even for free? Could you run any webinars, offer courses, or produce resources designed to help (all available at discounted prices or for free)?

Think of this as a chance not to make money, but to build brand awareness and seriously boost trust.

You may also wish to review your current brand imagery and tone of voice to ensure it still works for the uncertain economic environment.

2. Give customers a personalised experience to suit their needs

 

COVID-19 has changed people’s habits, and your existing customer experience may no longer suit certain individuals. Some of these individuals may have once been VIP customers, or new prospects who could have been VIPs, but have since dropped out of the funnel.

This is where customer experience comes into its own. Any organisation that can perfectly tune the marketing and sales funnels to suit a customer’s unique position is showing those customers that they are valued, and that their needs matter.

There are more benefits to good CX, too. 42% of people would pay more for a welcoming, friendly brand experience, according to PwC. Plus, CX drives two-thirds of customer loyalty, outperforming brand and price combined (Gartner).

But where does good CX start?

Good CX starts with CX workshops.

Through CX workshops, a company is able to get inside the minds of its customers, map out their lifecycle, identify key problems in the pipeline that can be addressed, and tune all messaging to suit each customer’s persona.

Spend your ad dollars more effectively using data

 

Data should be at the heart of all marketing activities, and COVID-19 has brought this to the fore. Channels that used to be perfect for a brand may now yield next to no results, while other advertising opportunities – previously thought useless – are suddenly prime real estate. It’s an upside-down world, and data can tell a company which way is up.

For now, marketers should throw out their old plans and strategies and look to form new campaigns based on contemporary data. Ask questions such as:

  1. Which of our customers were most impacted by the lockdowns?
  2. Have our customers changed behaviours?
  3. Which channels are bouncing back, or likely to bounce back?
  4. Which channels have dropped off?
  5. Have any of our products/services lost or gained relevance?

Only through data can marketers ensure they are getting the right message to the right place at the right time. And doing so could have great benefits to the bottom line – to put it in numbers, a personalised CX led by data can deliver five to eight times the ROI on marketing spend (Invesp).

In conclusion

 

Budgets may be tight in these uncertain times, but marketing is a means to bounce back. By showing customers that they matter, tailoring their brand experience based on their situation, and driving all marketing strategies with quantifiable data, marketers can increase ROI and drive customer loyalty even during a pandemic.

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