After more than 100 days of social isolation due to the Coronavirus pandemic, Mexicans are resuming their activity. And this "new normal" is marked by definitive changes in behavior and consumption habits, which companies cannot ignore.
There are two key words that are going to define the panorama of the coming months: social distancing and uncertainty . This represents a challenge, but also a great opportunity for brands that not only want to regain the trust of their customers, but also reach new market niches. And one of the first steps you have to take is to rethink your marketing strategy , not only to interact with your consumers and promote your offer, but also to be able to detect their new demands and adjust your value proposition.
What can we do from digital platforms? What online marketing ideas can we apply? Here we share the five most important.
Idea #1. Ask your customers what they need
Today, consumers demand that brands appear closer and more empathetic than ever . And to achieve this, it is essential that these brands ask them how they are doing and what they need . So send them a simple survey, so they can tell you how they feel, what new problems they face, what they need to fix, and where you need to improve your products or services. The most effective way to do this is through an email marketing campaign and offering an attractive incentive to participants (such as a discount code on their next purchase).
Idea #2. Publish content connected to “the new normal”
With the lockdown coming out, people are going to decrease the time they spend on the internet, making it more difficult to capture their attention online. But at the same time, it is going to need more guidance to face the new problems, which means that brands have a great opportunity to enhance their content strategy. Based on the information provided by the surveys, work on an editorial calendar of topics focused on the needs of your target audience, and that are not only interesting, but above all useful and relevant for the months to come.
Idea #3. Communicate the new health security measures for the business
Whether it is because you have re-opened your business premises, or because you maintain the home delivery service, it is essential that your consumers feel calm about the hygiene and disinfection protocols of the facilities. Share these news (such as the capacity limit or the use of face masks by staff) at the entrance and inside the store. And it reinforces the campaign with posts on the company's website, on social networks and WhatsApp messages. Remember that in this type of campaign it is important to balance, since an excess of information can cause the opposite effect.
Idea #4. Offer promotions and discounts
With consumer optimism falling and, therefore, sales, brands have to be willing to help them with their family finances. And that means that offering purchase incentives is no longer optional, especially if you don't offer essential products. Work on a campaign of coupons or discount codes, which can be accessed after completing a simple form. This will allow you to not only drive sales, but strengthen your database and continue the conversation with those new prospects.
Idea #5. Broadcast live
This is the most effective way to humanize a brand and make it more empathic , since a video will give it a visible, close and trustworthy face. These events can simply be meetings between the ambassadors of the company (for example, its owner) and their audience , to talk about how they are doing and how they are preparing for the new challenges to come. You can also organize conferences with experts or free Webinars, so that your current and potential customers receive useful advice and, incidentally, learn about the advantages of your products and services.
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