We all live in an unprecedented era where nobody has seen a pandemic like this in their life. The answer to when things will be normal is still alien to us. This has led to changing the way businesses function and how they market themselves. We are not living in an age where promotional content would incite them to convert them as a customer. Hence, most businesses need to dial down their promotional content. When the world is suffering, it is time to empathize, not make hay out of it. Business those are dedicated to their customers understand this.
However, this does not mean that marketing should become passive now. It should actually try to show to their customers that they are with them. Content marketing would play a big role to do that. Instead of having outright promotional content, businesses should work with the customers and should show the value proposition which they have to offer. They can do this by having webinars, guides, blogs, videos, and so on to educate them on how businesses and customers are on this journey together. This will help them to show that they not only want them to buy their products or services but also want it to be of value to them.
Content marketing would thereby help forge a relationship with their customers which will go beyond this pandemic time and the rewards would be more lasting. When businesses continue to empathize with their customers, marketing would be focused on helping their customers and not just making them come to a purchase decision. During this difficult time, customers are looking for empathy and those who are focused on their customers and not only on their sales will be able to build an engagement with their customers. This would touch the humane side of the customer and make businesses relevant to them.
While the past few months were unprecedented, the coming months don’t look bright either. The future is highly uncertain. If any businesses would want to stay relevant to their customers, they will have to be flexible by understanding what is going on with their customers. Those who do this during these times, the rewards for them will continue long after the situation is behind us. They will be building relationships with their customers and will achieve success in the longer term.