Updated: Mar 27, 2020
There’s never been a better time to build your brand and connect with your customers.
The world right now is a scary place. Job losses, business closures, consumer confidence shattered. No one knows what the next week, month or year looks like.
Yet your customers are at home.
They’re bored, scared, going stir crazy, and looking for something to connect with.
For established brands and businesses, it’s critical you keep yourself top of mind with your customers. As people re-evaluate every purchase decision they make, brands that aren’t top of mind and communicating with their customers are exposed.
So how do you communicate? Currently, the consumption of most media channels is increasing as people search for news and updates in these uncertain times.
Newspaper sales are up, and usage of their digital channels has almost doubled
Radio audiences and streaming is reportedly up 20%
Free to air TV viewing is up 15%, and on-demand streaming is also significantly up
And as businesses pull their campaigns for various reasons, most media companies are offering heavily discounted advertising prices, giving you even more value from your marketing spend.
But I don’t have enough money to advertise in mainstream media you might be thinking. That's where you might be wrong. We’ve had clients achieve phenomenal results from as little as $5000 on radio advertising, and that’s before listers were up and rates were down.
Worried traditional media isn't relevant for your business. There is another way to connect with your customers. Social distancing has led to people keeping in touch through social media, with impressions and engagement well up. A recent study found Instagram impressions increased by 22% between Q4 2019 and Q1 2020, with other channels also showing significantly increased activity.
Social media advertising is cost-effective and targeted, allowing you to communicate different messages to different customer segments at the same time. And if you can’t afford to advertise you can use your social media channels to organically connect with your existing followers and customers.
Whichever channel you choose, the message you share at this time is of paramount importance. Now is not the time for a hard sell, instead engage with your audience through quality content that speaks to them.
It’s essential you understand the realities of this new world for your customer, and strive to deliver content that offers value and build trusts, forming a long-lasting relationship rather than a quick sale.
The future looks uncertain, no one can argue with that, but if you possibly can, now is time to set the foundation for your business and brand through strategic marketing and engaging content.