the key to marketing in uncertain times


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With a year of pandemic under your belt, you must now operate with certainty in a very uncertain environment. In the changing scenario, when the government allows businesses to reopen, you must be prepared to sell like Christmas is tomorrow, and communication will be a key part of your sales strategy.

In the midst of a pandemic, there’s nothing like too much communication about your company’s adherence to protocols. Security will continue to be a concern for all. You need to share as much as possible, as often as possible. They may have heard it before, but still make sure the public understands how you’re going to run your business with covid19 restrictions – and communicate it everywhere, whether in stores, online or in the media. traditional.

Communication minimizes human interactions while maximizing sales

Customers will have a lot of questions, so make the information easily accessible to them. Communicate multiple times. Don’t scroll down to read your covid19 update articles which were posted two weeks ago. Facebook lets you pin a post to the top of your page. LinkedIn added this feature to its pages seven months ago. You can also repeat the message. No problem. Your fans and your connections won’t be upset by the repetition.

• Use all available channels. Messenger apps, social pages, emails, posters at your workplace.

• Let them know how you have changed the purchasing process to keep them safe.

• Ask for feedback and respond with what you can do for the benefit of anyone who took the time to send feedback.

• Add listening channels. Allow your customers to reach out to you and listen to their concerns.

Communication Using Marketing

Now that you don’t see your customers / customers frequently, more than ever, communication is essential so that you stay in mind when they are ready to buy what you are selling. There’s more to marketing than telling your customers and audience what the deal of the month is. Show them that you care when you communicate with a listening ear. Use this lockdown period to re-evaluate how you are growing your email list and how to stay relevant to their needs.

• Keep in touch with your customers. Don’t wait for them to call you. Be nice and they’ll wait for their favorite store to reopen instead of buying from your competitor.

• Keep the channels open. Who knows … with email marketing and messaging marketing, you will actually find a simpler, more cost-effective way to increase sales, collect feedback, respond faster to customer relationships, and resolve issues. problems, and to develop the customer database very quickly. You can reduce the waiting time for customers (on the phone) when writing your answers to frequently asked questions. Now is the perfect time to do it.

• Allow your clients / clients to communicate with you without having to be on the phone all day answering the same questions. Clients / clients don’t like to queue for pick up. They will choose your competitors who have adopted new communication channels.

Don’t treat email marketing like flyers in mailboxes. Write with concern. You can also use emails to segment your list that you built from your last ad campaign, but (hint) don’t use digital flyers in your email campaigns!

Marketing is a communication tool that increases your income. These are a few tips, but use your lockdown time to think more about how to improve your communication with your frequent customers (whose numbers you’ve already collected!). This is a key to helping increase your sales.

The Trinidad and Tobago Chamber of Commerce and Industry thanks Bernadette Chin Lee of the Nova Committee for contributing this article.

About Madeline Powers

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