In the past two years, we have seem a dramatic shift in how we interact, which has made digital marketing more important than ever.
Nowadays, people are more reliant on technology for most of their daily activities; over 5 million employees are currently working from home more than 50% of the time, making your online connections even more impactful. What can you do to make sure you are getting in front of the your target marketing and cutting through the noise of the competition?
1. Connect with Your Audience
No matter your product or service, whether you are B2B or B2C, you want to be the brand viewers engage with amidst their daily scrolling; with so much time spent online, how can you be a valuable resource that stands out in a flood of content?
The pandemic has presented us all with new challenges. Acknowledging the hardships we have all faced and empathizing with your audience can go a long way. We have long stressed the importance of high-quality customer service, and now is the perfect time to connect with your audience more genuinely.
It is imperative that marketers learn to navigate this new world in order to stay on top of trends and relevant to target audiences. What better way to learn about the needs and wants of your key buyer personas than to connect directly with your customers?
Every brand is trying to connect with their audiences right now, which is leading to a monotonous drone of forced empathy. The video Every Covid-19 Commercial is Exactly the Same shows just how repetitive marketing can become if we don’t spend enough time listening. Even a genuinely heartfelt message can sound forced after hearing the same message from dozens of other brands; try to break out of the monotony with fresh new content.
2. Adapt Your Marketing Strategy
Your brand will naturally evolve over time, but major world events can accelerate that process. When faced with major change, your audience can guide you in how to keep your marketing strategy up to speed.
Continue Brand Awareness Campaigns
With more viewers online than ever before, now is the perfect time to spread your brand. Take advantage of increasing screen time and get your name out in front of your target audience.
While the Internet is brimming with COVID-19 responses, now is the time to stand out among the competition with new and engaging content. Connect with new customers and spread brand awareness as your company evolves to keep up with changing trends.
Many brands have had to alter their business strategy to cater to the needs of those staying at home; listening to your target audience will reveal what areas of your business you may have to alter in order to cater to the changing needs of your customers. As customer needs change, your target audience may expand as well; listening to these audiences can help guide the direction of your brand evolution.
Increase Your attention to Social Connections
Connecting with audiences is more than just having the right message. Especially for small businesses, talking directly with your audience can help to foster loyal customer relationships.
One of the best ways to connect with customers and assess their satisfaction is through online reviews. Reviews allow customers to give their honest feedback on your products or services as well as their impression of your brand as a whole.
Whether it’s through Facebook, Yelp, your website, or any other source, reviews will open up opportunities to engage one-on-one with customers and address their needs and wants.
Even the smallest online interaction with someone can foster a stronger customer relationship. The more time you spend engaging directly with your followers, the better you will get to know them; it also gives customers a chance to virtually connect with the human side of your brand.
Be Authentic and Transparent
Customers appreciate brands that reach out and connect with audiences, but only if done so genuinely. For this strategy to be effective, you must be authentic in your interactions.
When responding to reviews, don’t offer the same generic answer to every response; instead, address the customer’s praises and grievances directly. Especially when responding to negative reviews, you must acknowledge your errors and offer solutions to keep the door open for future relationships with those customers.
Transparency and honesty make for stronger customer trust, which will lead to long-lasting and fruitful customer relationships. As your company grows and expands, so will your customer base. Remaining transparent in your actions and intentions and being attentive to the needs and desires of your audience will maintain a loyal customer relationship.
Keep Looking Forward
It’s impossible to predict what is in store for the next exciting chapter that is 2022, but staying on top of the trends and willing to change with the times will ensure that you stay relevant to your target audience. By providing valuable content and a genuine connection with them, you will stand out as a reliable source of information and quality customer service.
We have access to so many tools to help connect us to audiences all over the world. Although we may be physically apart, we can always come together online. Utilize these diverse tools to connect with and expand your target audience. Marketing is more than just advertising a product or service; it is about sharing your brand’s purpose with those who will benefit from it the most.
Thanks for reading,
Editor’s note: This blog was originally published in October 2020 and has been edited and updated in December 2021.