5 Ways to Use Content Now
If you find yourself struggling to think of the best way to communicate with your customers right now, you’re not alone. COVID-19 continues to shake-up almost every industry around the world. While it’s forced some businesses to close and brought a flood of customers to others, one thing all businesses have in common is the need to stay in touch with their audience.
Read on to see five of the best ways to do just that using the power of great content.
1. Give Value to your Audience
If there’s one thing that’s separated great businesses from the rest during the pandemic, it’s their ability to ditch the hard sell and focus on providing value to their customers. Whatever communication channels you use normally — email, social media, SMS — now is the time to put those platforms to work to help your audience.
What this looks like will depend on your industry and the extent that your customers have been impacted by COVID-19 and the resulting economic slowdown. A good place to start for almost any industry is providing your customers with a framework for recovery.
Let’s see what that looks like.
Say your business operates in the barber industry — chances are, the majority of your audience will have been forced to close during the height of the pandemic. Now is a great time to show your customers you are on their side by providing resources and information to help them get back on their feet. Whether that’s a roundup of the latest government regulations and an explanation of how that relates to them, an interview with an industry expert or some other industry-specific insights you know they are going to love, now is the time to get it out to your audience.
2. Provide some Humour
Not all businesses need to be serious. In fact, if you deal in leisure or recreation, chances are, the best thing for you to do right now is to be yourself and keep doing what your customers love. It’s what brought them to you in the first place, after all.
While it’s always a good idea to share important information with your audience, by this point most people have got their heads around the COVID-19 situation and understand what they need to do to stay safe. What people are looking for is a distraction from the stresses of this new reality. Whatever your brand looks like, now is the time to lean into those quirks, that sense of humour and keep your audience engaged in the process.
3. Stay Social
As a business owner, you probably have a million things on your mind right now. We get it. But that doesn’t mean you can neglect your social media profiles. One thing we know is that the use of social platforms has skyrocketed in recent months. So while your customers dedicate more time to scrolling their feeds, make sure you are reaching them on their platform of choice with some great content.
4. Take a Personal Approach
Everyone likes seeing the faces behind a brand and getting to know the people they are dealing with. This is a fantastic opportunity to get yourself or your team into centre stage and let your audience get to know you a bit better.
We get it — putting yourself out there on social media can be a nerve-wracking experience if you’re not used to it, but we guarantee, the benefits of this will far outweigh those first-time jitters.
So, what’s the best way to get started? It can be as simple as an interview — either on camera, written or both — or a Q&A with a member of your team. Remember, your team are experts in their field – now is their chance to share some of that expertise with your audience.
5. Highlight what’s New
Ditching the hard sell approach doesn’t mean you have to abandon your sales strategy altogether, you still have a business to run, after all. While your focus should remain on keeping communication channels with your audience open, and adding value where you can if you have a new product or feature that will add value for your customers, now is the time to let them know about it! What should change is the way you promote these new offerings to your customers. Rather than focusing on the product itself, try highlighting the benefits it will bring to your customers. As well as creating goodwill and making life easier for your audience, you might just see an increase in sales in the process.