Positive Marketing Strategies That Inspire Customers to Act
In the midst of a once-in-a-lifetime health crisis and record-high unemployment, it’s understandable that many Americans aren’t spending as much of their hard-earned money. But what does this really mean for your business?
While this trend isn’t expected to continue forever, it’s possible that your target audience’s needs, habits and/or priorities have changed in recent months. When the economy is slow and consumer spending is low, where does your company fit in? Is your approach still relevant in today’s marketplace?
If business is lagging, now is the perfect time to reevaluate your marketing strategy for the near future. Although some methods may take time, upfront capital or other business financing, pivoting your business can help you succeed and grow in the long run. Read on to learn about seven marketing strategies designed to encourage more customers to return to your small business.
1. Reconnect with Your Audience
One of the best ways to improve your business is to actively engage with customers, both online and in person. Check out your competition. Do they do something better? Does your marketing message resonate with your customers? Empathize with your audience — what would you expect from your own company?
Use your social profiles to connect with your audience, ask questions and see what others are saying about your brand. You can even solicit feedback online or in-person with a coupon or voucher for your business. Take the time to find out what your customers really want and need right now so that you can deliver something relevant today.
2. Cater to Your Customer’s Needs
Consider any insight that you learned from the previous step — how can you pivot your business to better suit your customers’ needs? Look for scalable, cost-effective solutions that make sense for your business.
Two of today’s most in-demand trends are designed to help people save time and stay safe. While your specific options will depend on your budget, you might want to reconsider your in-store customer experience. Some low-cost ways to cater to these priorities include optimizing your online store and improving your in-store sanitation.
3. Make it Easy to Buy
Another way to help your customers save time is to make your product or service easier to purchase. Integrating one-click, contactless and/or subscription-based payment options can help you meet shifting demands, while curbside pickup and delivery options can help you serve customers who prefer to stay out of a store.
4. Show Your Appreciation
It’s always a good idea to give thanks to loyal customers who consistently help support your business. Coupons, complimentary products and discounts are great, low-cost ways to show gratitude while encouraging repeat visits. Loyalty programs and contests can also help motivate, excite and reward your audience.
5. Establish Trust
No matter what kind of business you operate, consumers want to work with trustworthy companies. While it’s a longer-term strategy, transparent and honest communication can help position your business as a reputable company.
Trustworthy businesses are reliable, professional and consistent, both online and in-person. Keep an eye on your business listing, reviews and any associated resources. This means that your website, social media accounts, Google listing and information on third-party websites should be correct and consistent.
6. Stay in Touch
You should never let your customers forget about you! A recent study suggests that existing customers are much more likely to convert than new customers (60 — 70 percent chance versus 5 — 20 percent chance).1
But how can you stay relevant after customers have made a purchase? Brand content marketing, including media like blogs, social posts, newsletters, tutorials and videos about your brand, can help you keep in touch with your customers throughout and after the buying process, and encourage more to return.
7. Give Generously
People like to align with brands that have similar values and beliefs to theirs. If possible, look for ways you can help support your community, give to local charities and organizations and/or donate resources to those in need.
1Milenkoic, M. (2019). 40 Amazing Customer Loyalty Statistics in 2020.