All over the world, business owners and consumers are facing a ‘new normal.’ In the aftermath of the Coronavirus outbreak and subsequent lockdowns, the way we buy and sell will change. For forward-thinking business owners, it’s beneficial to be adaptable and flexible and to think about new ways to drive sales. In this guide, we’ll explore some effective strategies to reach new customers, generate and convert leads and retain existing clients.
Selling online
If you don’t already sell products online, now is the time to investigate your options. Statistics show that Internet usage hit an all-time high during lockdown, with online shopping booming. Even after lockdown measures have been eased in some countries, people are more inclined to shop online because it’s safer and more convenient. Providing an alternative outlet to a physical store can also act as a preventative measure, as there is a risk of case numbers increasing in the coming months, which could lead to stores closing again.
For many businesses, the best way to sell is through the company website. If you have a site up and running, you can use it to market and sell products and services. Link your landing pages and product description pages to social media posts and feeds and consider creating an app if you don’t already have one. You could also set up an e-commerce store or learn how to sell on Amazon. Base your selling decisions on the types of products you offer and your target market. You want to be able to reach your target buyer in the best possible way. Carry out research to see what kinds of sites your ideal customer uses, and ask your existing clients what kinds of buying options they’d like you to offer.
If your website is dated, you haven’t modified it since the COVID-19 outbreak, or it was more geared towards promoting your business and providing information than selling, it’s crucial to make some changes. Ensure that customers have access to up-to-date information about the products and services available, provide photographs and video clips to showcase each item, include an FAQ section, add news or a blog to inform customers about how you’ve adapted in light of COVID-19 and outline the measures you’re taking to keep your staff and customers safe. It’s a great idea to offer a live chat feature to respond to queries swiftly and to check social media notifications on a regular basis to ensure you see comments and questions. Make sure your site is mobile-friendly, and provide a quick, seamless way for shoppers to make purchases.
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Sprucing up your marketing strategy
The world is now a very different place, and it’s critical for business owners to understand the challenges faced by consumers and to take emerging trends and changing preferences into consideration. You might find that the objectives of your marketing strategy are slightly different in the post-lockdown era. Many businesses are going out of their way to push online sales and generate interest via social channels and email, for example, and it’s also important to build trust and confidence. Consider your main goals and adjust your strategy accordingly. Run campaigns that target customers and encourage them to take the steps you want them to make, for example, ordering online, using a click and collect service, following your social media handles or coming to visit your COVID-secure store. Make use of the Internet to introduce your brand to new customers, maintain contact with loyal clients and push your products and services. Web usage is increasing all the time, and even if you sell products or services offline, you can generate leads online. People tend to use the web to find information about local businesses, even if they plan to go to a physical store or make a call to book an appointment. Local SEO stats suggest that 88% of smartphone users who conduct a local search will either call or visit a store within 24 hours.
If you are planning to refresh or revamp your marketing campaigns, conduct some research and analyze data related to web use and consumer preferences. As well as promoting your company to drive sales, it’s also an excellent idea to utilize your marketing campaigns to strengthen relationships and make people feel safe and more comfortable with the idea of buying from you during a pandemic. There will be people who don’t want to go out just yet, or those that have fears about buying online due to cybersecurity. Provide information and frequent updates to tell your customers what you’re doing to ensure safety and security, and use strategies like social media posts and live clips and storytelling to up-sell the human side of your brand.
Image by Mudassar Iqbal from Pixabay
Diversifying your product range
The demand for some products and services has plummeted as a result of COVID-19, but some industries are booming. If you sell products, there could be opportunities to diversify and capitalize on growing demand for specific items and ranges. Think about what people want or need in the post-lockdown age and look out for emerging trends. In many cases, you may be able to modify existing designs or blueprints to create a wider range of products or items that solve practical issues that have only come to light as a by-product of either the outbreak or the lockdown that followed. Consumers want to buy products that will keep them safe, but they’re also looking for ways to work from home effectively and to entertain themselves and enjoy time off while it’s not possible to do things they would normally do at weekends, for example, going to a concert, having a group of friends around for dinner or going to watch a play or a musical. If you can adapt and spot gaps in the market, you could tap into lucrative revenue streams.
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Communicate
Communication should always be a priority, but at the moment, it’s more important than ever before. As a business owner, it’s beneficial to keep in touch with customers, to let them know how you’re responding to COVID-19 and to provide details of special offers or promotions. If you’ve recently reopened a store, a salon or an eatery, you’ve launched new products, you’re offering deals, or you’ve diversified your ordering or delivery options, let people know.
Use social media, email marketing and posts on your website to keep customers in the loop and promote your products and services and encourage them to spread the word by sharing posts and offering incentives for referrals and new customer purchases. Bear in mind that consumers are more likely to have questions or concerns at the moment. Some people will be desperate to go out shopping, book a table at a restaurant or get away for a weekend and stay at a hotel, but others will have reservations. Keep channels of communication open, provide an FAQ section related to COVID-19, which responds to common queries, add live chat to your website and check social media networks regularly to respond to questions. If you can answer quickly or direct a shopper to a helpful section on your website, you should find that sales increase and that people are happy with the service you provide. If you leave customers waiting for a response to a question about online deliveries, or they’re unsure about whether it’s safe to come to your store, there’s a risk of losing them.
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Life after lockdown is going to be different for both customers and business owners. If you run a company, and you’re looking to adjust and adapt to try and thrive in the coming months, it’s essential to take action now. Hopefully, this guide will point you in the right direction.