We know everyone’s tired of hearing about COVID-19. If you never heard the words “unprecedented times” again, you’d be happy, right? We hear you….but this bears repeating. Because whether it’s a health crisis, a recession, civil unrest, or the biggest thing since the invention of the iPhone…one thing we know for sure is, unpredictable things happen.
When uncertainty hits the market, consumers become more cautious, budgets tighten, and marketing departments may feel pressure to pump the breaks. But think about it like this:
When the world shakes, smart brands shake up their marketing game.
Last month, we talked about why marketing teams should stick it out when the chips are down. Today we outline the how – with 4 smart strategies marketing leaders can use to reduce uncertainty and unlock purchasing decisions.
Even in the roughest of times, you can succeed with customers – if you have a solution to the specific problem they are facing. When an event occurs that shatters the norm and ushers in a change, your first move should be to understand the impact it has on your customers. Ask yourself:
The information you gather will give you insights into their consumer psyche and help you figure out how your brand can meet their needs. Take KFC, for example. Before COVID-19, their ads showed people licking their fingers after eating. Think those “Finger-lickin’ good” ads are still running? Nope, they were quickly replaced with ads that reflect the new reality of handwashing and heightened sanitary standards.
How can you begin to understand the impact of an event on your customers? Listen. Observe. Ask for feedback. Talk to your buyers directly. Or, send out polls and surveys.
When the COVID-19 outbreak sent the world into lockdown, people turned increasingly to social media:
Given these stats, it makes sense that many marketers will enhance their efforts on social media.
Beyond keeping your social media pages active and up-to-date, brands can connect with audiences on social like never before. Provide valuable, entertaining, or empathetic content to meet buyers where they are and remain top-of-mind. You can sell directly on-platform or use social to drive traffic to your offers. Either way, social media proves that when one salesroom door closes, another one opens.
When the future seems cloudy, people tend to be more careful when making purchases. Help prospective buyers along by being proactive with support and relevant information. Strategic content like videos, articles, podcasts, and infographics help calm fears by answering questions and establishing trust with buyers.
Value-packed content should:
If buyers are shopping around on your site but not making it all the way to the “Checkout page”, you may need to tweak your product descriptions. A market research study such as user observation could reveal fatal friction points in your online shopping experience.
When the world seems out of control, people crave certainty. After all, numbers don’t lie. Backing your plans with current data helps minimize fears by giving you a concrete foundation from which to solve problems. Every piece of data reduces uncertainty a little bit, increasing your knowledge and power (not to mention providing very persuasive evidence for the c-suite)!
When you gather fresh, current data through a customized market research project, your team will gain insight into maneuvering new and uncharted territory. Answer questions like:
Some marketers are (understandably) a little uncomfortable advertising in times of uncertainty. Data-driven insight lets you shed light on the unknown and build confidence that your marketing efforts will improve results.
Reach out here to discuss how market research can help position your brand for success.