It goes without being said that brands have had to pivot and adapt to the current and changing market conditions due to COVID-19. With regulations and updates changing by the second, it’s impacted businesses from all different sectors, industries and niches.
However, despite the differences between industries and niches, there’s a commonality between them all, and that’s our clients. During a crisis, brands can step up and be there to serve their clients and employees.
Here are five ways to deepen customer loyalty with your brand during uncertain times.
1. Communicate
Communicate to your clients the level in which your brand is not just acknowledging the situation, but reacting to it. For example, communicate how your brand is operating under the new conditions, how you’re handling layoffs (if any) and how you plan on supporting your clients and employees during this time.
I’ve seen some incredible communication tactics from brands of all sizes on how they are handling the current situation, adapting their marketing strategies and being there to serve their clients.
2. Serve, Serve, Serve!
Now more than ever, brands need to serve their clients with their product or service. Brands must meet their clients where they are in order to deepen the loyalty of their existing and prospective customers.
For example, if you have a service-based business, you could offer free IGTV (Instagram TV) trainings on work-from-home strategies, productivity hacks, anxiety and stress awareness techniques. Many people have shifted to working from home nearly overnight, which has impacted the way people are working and parenting their children who are now being homeschooled.
3. Give Back To The Community
Giving back to the community can be a way you provide free content or resources for clients. This allows you to serve your audience while giving back during a time of need. By doing so, brands can further position themselves as an authority and show their integrity.
A few ways to give back can be through a promotion or discounted product or service, with the funds intended on serving or supporting your community. You can also utilize your company’s skill set and experience to serve a larger cause. For example, I’ve seen clothing brands utilizing their factories to produce masks and protective gear for those in need. On the other side, I’ve also seen large brands giving back by serving and supporting their employees.
The biggest takeaway here is that leaders and brands are going to be expected to emerge with authenticity to support their clients and their employees during this pandemic.
4. Pivot, Don’t Panic
I can’t say this enough. Brands must continue to show up and innovate during challenging times.
There are two types of brands: those that innovate and adapt to the current market conditions, and those that go dark and stop all communication. At the end of this, I believe life will go back to normal and we will resume normal operations. However, leaders who innovate and adapt during this time will likely gain significant market share compared to those who stop all marketing.
If you have a brick-and-mortar business, try implementing and growing your social media presence to connect with your audience, serve them and build loyalty. For example, if you’re a fitness studio that had to close during the crisis, you could implement virtual sessions and training.
5. Be Human
At the end of the day, whether you’re a large brand or small entrepreneur, we must be human. This allows brands of all sizes to connect authentically with their ideal clients and deepen existing loyalty. Companies that have communicated their plans both externally to clients and internally to employees are maintaining integrity and trust from an external client perspective and also an internal cultural perspective.
It goes without being said that we have to come from a place of service to our clients during times of crisis. How has this difficult time impacted their businesses? Their families? Maintaining communication, either through email or social media, allows a brand to still communicate and show presence during a dark time. And it positions the brand for a larger market share once the crisis is over.
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May 04, 2020 at 06:29PM
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How Your Brand Can Deepen Customer Loyalty During A Crisis - Forbes
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