Staying Relevant During Isolation
With more than a third of the planet driven to isolation, quarantine or into working from home in early 2020, our entire way of life as we knew it changed in an instant. Cafes, restaurants, bars, community centres, sports centres, gyms and other frequented lifestyle locations ceased to be accessible to us and many of us were driven out of work or lost clients as a result. So how do we stay relevant to our audience during isolation now?
Keeping consistency is key.
Now more than ever, that beacon of light consistent messaging you provide to guide your customers through the panic-driven pandemic apocalypse is what will draw them over the line and keep them going strong as an advocate of your brand.
Is your brand still available?
Are you still selling?
Have your hours changed?
Am I still able to contact you through the same channels?
These are the questions they are going to want to know, and you need to be there on the front line of your organisation to provide those answers in a clear and concise manner.
10 Tips for Staying Relevant to Your Audience
Update your Google Business information. Let them know you’re open for business and how they can reach you during this time.
Regularly post on your social media channels. Stay social! By being regular on their feeds, you’ll be front of mind.
Clearly explain any changes in circumstance to reflect social responsibility. Working from home? Let your customers know. Adhering to social distancing? Let your customers know. Keeping online business flowing as usual? Let your customers know.
Have your customer’s needs changed? Reach out and ask. Let them know you can solve their problems with your product or service.
Focus on great communication. This speaks for itself and keeps conversation going.
Focus on the big picture. With forecasts showing changes in budget and structure, what do you need to do to achieve your KPI’s?
Keep a strong digital presence. With lots more people working from home or staying in isolation, reaching them through digital means should be a priority. Restructure your advertising campaigns to account for this.
Content is king. Now that you have their attention, how do you keep it? Make sure your messaging pops and keeps their focus.
Empathy matters. Don’t just hit the hard sales and flog them for all their worth. Listen to your customers and develop those relationships. Hardships are hurting business across the world and how you approach their needs will matter more than ever.
Read the room. Be careful not to be tone deaf in your approach to how you draw your customers over the line. Sometimes it can be better for certain news to die down before we begin our approach. Time your campaigns appropriately.
Whether you’re on mobile, desktop or tablet device, the general advice is to adapt to the current climate and plan ahead as much as possible. Keep a structure to your approach and ensure you regularly review your analytics and ROI. Review and adapt.
Regular content creation, social media usage and digital advertising collateral can be a great benefit to keeping this consistency flowing and your customers in the loop on your offers, products or services. If you’re front of mind, you’re front and center.