If we may be so bold, we’d like to share a thought. We believe that marketing is similar to acting. Don’t react just yet, hear us out. Through this article we at The Spaceship Design will explore the importance of this analogy and how it will help you adapt your marketing strategy in the times of Covid 19.
Marketing = Acting?
In order to market a product well, one needs to understand their customer. This entails speaking like your customer; thinking like your customer and most importantly; feeling what the customer feels. Just like actors need to study a character in order to enact a role.
Before the pandemic most businesses probably knew their customers in & out. The pandemic sent everyone into a tizzy. Companies that had spent years studying their customers were suddenly faltering. Budgets were slashed, organisations closed down and quite literally, the world came to a standstill. But we’ve had a bit of time to acclimatise & accept the current scenario.
Keeping the acting analogy in mind helps repurpose our marketing strategies easily. In a sense, marketers & businesses are at an advantage. They too are affected by Covid 19 in the same way that their customers are. At this point, we are living the lives of our customers. Communal grief, unemployment, fear, uncertainty, having to adopt new roles, financial concerns & overall frustration; are changes that we all can identify with. So, let’s explore how this understanding helps adapt marketing strategies.
Speaking Like your Customer
At this point, do you really care about missing out on a great offer or not signing up immediately for a newsletter? Probably not. The world has bigger things to worry about, and so do your customers. While it’s still important to market yourself, don’t expect people to rush into a purchase.
Rephrase your language, imagery & tonality to match the current scenario. Take a look at what you’re saying and how you’re saying it. Also find ways to add value. If you have something that can be re-released or content that can be tweaked to suit the current atmosphere, use it. Use this time to engage with your customer be it through social media, webinars or online live events. Customers will respond positively to these value additions.
All in all, the content strategy you brand adopts needs to speak to customers just as you would want to be spoken to.
Thinking Like your Customer
The thought of Covid 19 in our neighbourhoods is undoubtedly distressing, but that doesn’t need to hamper your marketing efforts. Many have learnt the hard way. Even if customers are unable to make a purchase immediately, brands have learnt that visibility goes a long way. For example companies that have taken concrete actions to help people during the crisis are often preferred over others.
Every brand needs to look at their SEO strategy with a fresh set of eyes, ones with a Covid lens. A consumer, who may have wanted one or two items earlier, might now be looking for a bulk purchase. Similarly, what they were searching for in the past may have changed drastically in the present. Along with revamped SEO, the use of PPC ads can be fruitful for your brand.
As the world embraces technology, you also run the risk of becoming complacent. While you increase your digital marketing efforts, don’t forget to think like your customer and avoid aggressive marketing tactics.
Feeling what the Customer Feels
When we make a purchase, it’s not just the money that counts; it’s the entire customer experience. Earlier, when people walked into a store, it would be about the interactions one had with the staff. Today, it is largely to do with the interactions one has with your website or app. With increasing competition in the digital space brands need to up their game like never before.
So cross-check every interaction your customer may have with you online. If you have a website make sure it loads quickly on all kinds of devices. If you have an online purchase option, make sure it is user-friendly & accepts multiple forms of payment. Keep all your digital platforms up-to-date with timings & delivery information. Ensure your customer service chat bot/helpline is working well. Most importantly, remember the customer experience doesn’t end online. Delivery & after-sales services are equally important.
One way to feel what the customer feels is by trying to interact with your brand the way a customer would. If your page is difficult to navigate or your product is difficult to exchange, you too will feel the frustration your customer feels.
Reward Loyalty: Loyalty is a two-way street and this is the best time for brands to reinforce the message that they care. Your customer has been with you through thick and thin. They have bought your product despite there being newer, cheaper and shinier options available. They have stayed true to you in the past and continue to do so now. It’s time you rewarded their loyalty.
There are a number of ways to do this, without reducing your own costs. Give them relevant information without selling them a product, use email marketing to your advantage, allow them to test your product and so on and so forth. You need to think out-of-the-box and give your loyal customers, a reason to stay.
To market yourself during Covid 19, learn to put yourself in your customer’s shoes. Today’s messaging needs to communicate your brands personality. If you are still a bit unsure on how to do this, ask our marketing astronauts at The Spaceship Design. Like they say, ’the world is your oyster!’