A recession is never easy to come back from, but recoveries have to start somewhere. Such economic crises are turning points, often leading to big changes in the ways that consumers shop or how businesses operate.
Even if your business maintains both a physical and online presence, it will be important to focus on digital strategies for gaining new customers, and deepening relationships with existing customers, after a recession.
Here are some helpful tips for how to gain new customers online and optimize your digital business operations.
Try out content marketing
Content marketing has established itself as fundamental to any broader business marketing strategy. Essentially, content marketing involves using written or illustrated assets to engage potential customers, as well as the existing customer base.
Types of content pieces you might want to consider producing include:
- Blog posts.
- How-tos and guides.
- White papers.
- Expert commentaries.
- eBooks.
- Infographics.
- Graphics.
- Case studies.
- Product or service one-pagers.
Each content asset can be used at different stages in the funnel to convert online consumers into buyers. Content can also be leveraged to nurture existing relationships by providing insight and knowledge.
But don't forget about email marketing
While content marketing is a hot trend, online businesses can't forget about email marketing. Email is still a potent tool for outreach and customer acquisition, despite all the predictions of its demise.
Email is as strong as ever in the social age. Your goal should be to try to collect as many email addresses as you can. Business owners can do this by:
- Creating an email newsletter about industry trends.
- Gating content assets in exchange for an email address.
- Offering free trials.
With those addresses, you can segment your target audiences and personalize emails. Just remember, inboxes are usually crowded, so be sure you craft emails that will get noticed.
Use social media for customer service
It's not enough to simply have a few social media profiles. Businesses need to leverage those channels for greater engagement. That doesn't mean you have to stop posting updates, but rather use social media more functionally as a way to deliver customer service.
Many social users already comment on a post or @ brands when they have a question or trouble with an order. As best as you can, treat these interactions as you would any inquiry to your normal customer service department.
You don't have to resolve the issue on the business' social page, but responding to any comment or mention is a must. That way, your team can collect information or provide resources. Other potential customers that see this happen may form a positive impression of your business.
Focus on local SEO
Consumers have been motivated to support local businesses, and online businesses can capitalize on this trend by upgrading their local search engine optimization (SEO) efforts.
What is local? Basically, it entails targeting keywords with local intent and leveraging reviews and online listings. With a local SEO strategy, your business can more effectively target and reach online customers in your area, as well as potentially drive business to physical locations once they are open.
How to bank better as a business
Businesses have had to rapidly adapt to fundamental changes caused by COVID-19. Amid social distancing and telework, companies still need a way to support operations and manage their finances.
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