When international lockdowns and restrictions interrupted economic activity around the planet, it did not take very long to observe the colossal impact on both consumer behaviour and brands.
For all, it has been a case of adapt or die, with recent statistics showing that over half of SMBs have pivoted their business model to endure COVID-19 conditions. As a result, there’s been a substantial migration of operational and brand action into the digital area, as typical brick-and-mortar businesses engage with clients in new ways online.
Where should businesses making a pandemic-inspired pivot prioritize? Here’s where to begin:
1. A website centered around your customers. Data demonstrates that 66 percent of companies who were not already online are in the process of making a site for a consequence of the coronavirus outbreak. Another 27 percent are refreshing their current internet presence.
However, for many businesses, it’s not as simple as simply replicating an offline experience in an online format. Many brands will have dropped whole earnings streams from the shut down, therefore when going on line, (figuratively) setting up shop is only the first hurdle. Business owners may need to assess what fresh, online services or products they could provide, not just to offer additional revenue streams, but also ensuring they keep customers in the heart of the altered experience.
Any pivot — electronic or otherwise — needs to be suspended in a brand’s values and mission. If what you’re doing remains true to these core principles, you’re likely to be serving your clients, whether that’s through extra services, new e commerce choices, or more flexible terms.
2. Branded content that actually adds value. The web is one of the only sources of diversion, connection and inspiration right now, so it makes sense that 41% of manufacturers are exploring new strategies to engage with clients online throughout the pandemic.
Creating content that’s useful, enlightening and takes the present landscape into account is valuable. But content can also be enjoyable — and diversion is a valid commodity at the moment.
For instance, IKEA’s guide about the best way to create a fort along with your kids was an effective way to connect with customers and communicate empathy for households stuck inside at home.
3. Channels for real brand connection. Given the astronomical increase of social media use in the last few months, (per a study from Flixed), it is obvious individuals are hungry for new ways to associate, and 39% of business owners have begun or are planning to grow their brand’s social media outcome.
Investing in social assets is not just about visual branding — it’s also a effective avenue for customer service and commerce. The launching of new instruments like Facebook Shops has the potential to change how that you’re selling, so having new assets that may be reworked and upgraded quickly across channels is valuable.
That doesn’t mean you’ve got to be present on each single social channel. Instead, make an authentic connection with your customers where they are spending their time, whether that’s Instagram, LinkedIn or TikTok. Most of all, make sure that you’re listening: This will ensure you can continue to succeed and evolve over the next few months in a manner that keeps your customers at the heart of your strategy.