Did you know that 65% of people feel some sort of emotional connection with a brand or business?
Loyal customers who have developed a strong connection to one particular brand or business are like gold dust. And, your loyal customers need your support, guidance and expert advice most during challenging times.
In fact, as many as 78% of consumers feel that brands should do their bit to help them in their daily lives during the COVID-19 pandemic, while only 1 in 10 people think that brands should stop advertising altogether.
Doing your bit to boost consumer confidence during times of crisis involves taking a more active approach towards tailoring and personalising your marketing campaigns to fit with your customers’ current reality.
It’s no secret that customers are the lifeblood of your business. Without them, you don’t have a business. So is now really the time to turn your backs on them?
Brands interested in future-proofing their companies and minimising damage will continue to build and maintain relationships with customers during challenging times.
Continue reading as we explore some of the ways you can build and maintain strong relationships with your customers regardless of how challenging the times ahead might seem.
Don’t Make Your Relationship Transactional, Make it Personal.
Putting yourself in the shoes of your customer is guaranteed to help create better relationships with your current customers as well as future ones.
During difficult times, consumers often feel confused, anxious or scared about the future.
According to MarketWatch, consumer confidence in the market plummeted 20 points (to minus 34) at the end of March as the UK entered a state of lockdown to curb the rapid spread of COVID-19.
At times when consumer faith nosedives, no one wants to buy.
So, rather than being pushy or aggressively salesy, it’s better to take a personal approach to show that you truly have customers’ best interests in mind.
Instead of bluntly promoting yourself, try being more consultative and conversational to show your customers that your intentions are both genuine and transparent.
Putting your energy into a customer-focused content marketing strategy can be a great way to achieve this.
Content marketing isn’t just a quick fix -- it’s also a long-term investment that can benefit you and your customers.
Content marketing can help you build brand awareness, communicate with potential and current clients, and ultimately generate and convert leads.
To put this into practice, you may consider doing weekly thought-leadership blog posts or content offers, such as an ebook, in exchange for an email address.
With content that your audience is truly interested in, you’ll have an excellent platform to share your knowledge and help guide your customers through any hardship they may be facing.
Whatever You Do, Don't Use a One-Size-Fits-All Approach.
There are very few circumstances where a one-size-fits-all approach will work and building long-term relationships with your customers isn’t one of them.
During times of uncertainty, your customers will be dealing with a range of emotions and situations. Some may find themselves with too much time on their hands, some may be trying to keep everything together and some will be looking towards brighter days.
Regardless of their situation, you should aim to personalise your messaging and ensure you’re not blanket emailing everyone on your mailing list.
Now is the time to pull out your customer avatars and make sure your content is highly-personalised to each of your target groups.
Focusing on your target audience refines your messaging so your content strikes the right tone of voice at times of crisis. Aim for a balance between confidence and compassion is the best mix when crafting successful content.
A confident tone positions you as an expert in your field, and adding a dose of compassion will work wonders in reassuring and putting your customers at ease.
There is no cookie-cutter approach when building your content marketing strategy, but as long as you remain sensitive to the individual needs and feelings of each of your customers they’ll be much more likely to continue engaging with your content.
Continue to Keep Your Customers Up-to-Date and in the Loop.
All thriving relationships rely on good communication. Customer relationships are no different.
In times of crisis, 75% of consumers feel that brands should inform people about what they’re doing.
Taking the time to keep your customers up-to-date is a great way to show that you value them while also reminding them that your business is still there, and still working hard for them no matter how tough times get.
But, instead of simply telling customers what your business is doing during difficult times, pave the way to have a discussion with them.
Crafting value-driven content that your readers won’t be able to resist is a great way to open up a conversation about something that they genuinely care about.
Social media provides endless opportunities to have live, human-to-human interactions with your customers. And you don’t just have to limit your business to written posts either.
You may consider recording video messages that give your customers bite-sized updates and advice. When you post your content, be sure to pose questions that will catch the reader's attention and give them some food for thought.
In times of crisis, the absolute last thing that you should consider doing is completely putting the brakes on your content marketing strategy.
Be one of the businesses that continued to be there for their customers, not one who fell silent when times were tough.
The bottom line here is that your business will benefit if your customers feel heard.
Keep Calm and Carry On with Copy House.
In challenging times, we want to be there for our customers and clients as much as we can. We excel at finding solutions and providing valuable content that is designed to support our clients as they navigate through the toughest of times.
Fancy a wee chat? Get in touch with us today to find out how we can help you find your voice and stand out from the crowd.