Consumer trust in businesses has declined in recent years and it's no secret. According to Hubspot Research, 55% of people no longer have the same trust in advertising as they did in the years before the pandemic, and consumers are now focused on searching and comparing the products or services they want to buy, resulting in a massive and very demanding consumption of information.
People are constantly consuming resources, information and looking for online support to help them find the answers to their needs.
Times of crisis create unique and unexpected spaces for experiments and results in which the management of information, the link and the work on long-term relationships that can be established with the consumer can be the key to the creation ofstrategic content in times of economic instability.
Among the challenges companies face in times of crisis, content strategy can be crucial to engage our prospects and help them complete conversion paths in a way that they can always feel supported by advisors.A content strategy can have multiple functions depending on the stage the prospect is at, however, it is necessary to focus all efforts on how we can help the person become their ideal self, so consider the following when formulating your next periodic planning:
- Keep updates relevant: Talk about how your company is working hard to make a positive impact on your circle. It is important to provide updates on your ongoing work and how we can all contribute to this period.
- Always listen to what your customers have to say: It is important to be aware of how the crisis is impacting your business. Remember that, as your advisors, you should always accompany your customers in the sales process and function as a consultative support.
- Marketing strategies: Theseare a good bridge to relate to the community, both with your clients and with your prospects. Do not forget to carry out dynamics where you can get to know the opinions of the people you are interacting with, carry out live Q&A dynamics, for example,and always look for the reading of the conditions that customers may have now.
- Consider offers that are within your reach: Remember that in times of economic instability and financial uncertainty it is possible that customers may have reduced resources soit is important to make package offers that consider these specific needs that your customers may be facing.
- It often comes down to one word: Empathy. Connect with your prospects through active and assertive listening. Put yourself in the shoes of the person doing everything from janitorial work to company SEO, you may find a chain of pains that ails your customers, and you have a chance to make their days easier.
Don't ignore the crisis -remaining silent during a global crisis is not only unpleasant, butit also makes you look unempathetic to the reality of many and will ultimately affect your brand's reputation.
- Create content that gives your subscribers useful information:There is a lot of content you can make to help those who need it most.
You really can be a lifesaver for many people's businesses, all you must do is focus all your efforts on helping your customers feel satisfied even in difficult times. As part of this help, we leave you some content as ideas to make your monthly dynamics and that you can incorporate at any time in your strategy that only with the investment of time and effort can be achieved:
- Start with educational content: There is a lot of content that can be worked from this point, from eBookson how large companies manage to adjust their budgets to downloadable excels that help your customers to achieve a better organization of their budgets can be useful content for people who are looking to put their finances in order. People nowadays want more than to buy a product, they want to educate themselves to optimize their available resources.
- Target your content correctly with the most searched words of the moment:Remember that the pandemic has affected people's dynamics and they need to find answers on the internet. For example, the words "work from home" were truly relevant last 2020, so have your SEO tool at hand, optimize your content based on people's most recent search engine views, and perform a process of adapting your campaign keywords.
- Always keep in touch: It's never too late to implement automation strategies that help us get in touch even when we're not aware of it. An automated and personalized follow-up email can significantly influence the closing of a deal. Don't neglect your prospects for any reason.
- Share what you are doing: A monthly email with your newsletter-like activities, a social media schedule of your latest updates, a blog-related story on how to maintain low-cost operations published this week; all this can become the presence your customers need to know that you are there to advise, to give them the advice that no one else will give them and that they can feel your true value proposition in quality content that helps them solve their problems.
- Review your price offers:Itis very possible that you can help a prospect with a specific need. It is unlikely that you have not been affected by the pandemic, but it is always good to consider where you can go that extra mile to help your customer. Discount promotions, 2 for 1, pay2 get 3, bundles, free shipping, free demo, free first consultation, discount coupons, are just some of the ideas you can contemplate if you haven't done so before.
- Try to be there when customers need you most: Often simple, non-technical content can be alifesaver for your prospects. Constantly nurture them with content in which they can interact with your brand such as virtual events, webinars, Q&As, podcasts, live social media... all of this will make customers feel that you are there for them and that you haven't forgotten about them.