COVID has made a huge impact on both consumers and businesses. Store closures, product shortages, and CDC guidelines have caused customers to adopt new habits and use new products. While COVID restrictions may be disappearing, many of the new habits that consumers have adopted have not. Businesses need to take these changes into consideration as they create marketing strategies to reach its customers. Here are a few tips for effectively marketing to your customers during COVID.
Strengthen Relationships With Customers
Take this time as an opportunity to continue growing your relationship with your customers. People value having a relationship with the business they shop at beyond just a purchase. One way you can grow this relationship is by keeping in contact with your customers through social media, email, and newsletters. Respond to comments, ask for input, and show your appreciation for the continued support. This will keep your customers engaged with your brand and increase customer loyalty. Customers who are loyal to your business are more likely to make future purchases and refer your business to their friends. Additionally, be sure to engage with your customers frequently. COVID has caused an increase in social media use, which means that your customers are likely more active online than ever before. Use this to your advantage by posting, commenting, and updating your customers often!
Reassure and Empathize With Customers
It has been a stressful couple of months for consumers, and many are still nervous about what may happen next. Try to empathize with your customers and ensure that their experience with your business is a positive one. Reassuring your customers that you are taking precautions to protect them and slow the spread of COVID is a great way to empathize and connect with your customers. A recent Ad Age study revealed that customers respond positively to businesses implementing precautions such as increased sanitization of the store or reserving certain hours for vulnerable customers. If your business has a physical location, make sure to let your customers know what steps you are taking to protect them from COVID while shopping. The Ad Age study also found that feel-good advertisements were received more positively than informational advertisements. Feel-good advertisements are a great way to empathize with your customers and build a relationship with them. Failing to show empathy may make it seem as if your business is “taking advantage” of the COVID situation, which will lower consumer trust in your brand.
Strengthen Your E-commerce
It’s no secret that Coronavirus made it impossible for customers to shop at many physical store locations. This made e-commerce crucial in order for businesses to survive. Although many physical store locations are reopening, some customers are still wary about going shopping. Consider using this time to improve your online presence. If you already have an online store, is there a way to improve your customer experience? Can you implement or optimize your paid search or paid social media advertising? Could your social media use some attention? E-commerce was already crucial, and COVID has only exaggerated its importance for businesses. Additionally, an online store allows businesses to reach a much wider audience of potential customers who are not geographically close to its physical store location. The more potential customers you can reach with relevant content, the greater chance you have to increase sales.
Continue COVID Ads? The Choice is Yours
According to an Ad Age study, consumers are split almost down the middle about whether they want businesses to continue with Coronavirus advertisements. Fifty-five percent of consumers want businesses to keep showing ads relevant to Coronavirus, while the other forty-five percent would like advertisements to return to how they were pre-Coronavirus. Testing different advertisements with your customers will allow you to determine what they respond best to. Differences in demographics may affect what types of advertisements they would like to see. As was previously mentioned, you should ensure that all ads and interactions with your customers are empathetic, as it has been a tough couple months.
Wholesale Fashion Square strives to provide shoppers and shop owners with the knowledge they need to make informed and inspired decisions about the clothing they purchase. We hope these insights about how to market to your customers during COVID is helpful! Visit our website to view our large assortment of clothing and face masks, and don’t forget to leave a comment to tell us what you’d like us to write about next! We want to hear from you.