Change is constant lead
gen should be too.
Covid19, Lockdown, No-Contact Shopping
Let that sink in….
Change is the only constant. We stand at the beginning of a new distinctive period in history. ‘Lockdown’ and Covid-19 are among the many epoch-making events that have changed where and how people in the world work, shop, sell and learn today.
All around the world, people, businesses and brands are all exploring new and improved ways to reach customers not only during ‘lockdown’ but in what is now a Covid-changed world. After all, it would be silly to think that everything would go back to how it was pre-lockdown.
Now, more than ever, it is time to do an internal and external SWOT analysis of your current Lead Generation strategies to see how one could best adapt to global shifts caused by Covid-19.
Remote working has opened up a whole new world of businesses whilst the latter, destroying others, with many industries being forced to consider new ways of growing sales.
The digital space provides the best means of retaining and creating new opportunities for
growth with a number of channels and strategies on the rise. Now is the time to embrace the Covid-changed world and change tack, rather than trying to stick to old, pre-Covid Lead Generation strategies.
Facts, figures and stats don’t lie, Covid-19 has changed the way people interact with one another and brands alike. Online marketing, e-commerce and personal home deliveries have grown exponentially, as businesses and consumers alike have shifted towards the ‘Non-Contact’ shopping experience. Consumers are constantly finding new and innovative ways to get what they need or want with the added convenience of not having to leave their home, office or country.
What does this mean for your business? And more importantly, how can one fine-tune Lead Generation strategies in a way that accommodates new Covid-changed environments in both local and global markets.
The most important shift to consider would be how you plan to reach your customers because now, more than ever, your customers should always be at the centre of any Lead Generation campaign. That means focusing every single campaign on how you can reach and meet the needs of your customers in a way that is meaningful and efficient. This also means that one should be fully aware of what customers expect from the brands they interact with, now and after lockdown.
Customers are now looking for and demanding more information. They are wanting to know more about the products they are interested in and in your credibility as a business and supplier.
Education plays an integral role in all campaigns. That does not mean that one has to forgo promotions completely, it simply means that you need to first focus on educating your customers and provide that vital information they are now looking for before someone else does. This ensures peace of mind whilst keeping an open line of communication. It builds trust, and with that trust comes loyalty, positive brand perception and reputation.
Content marketing forms part of Awareness which is a prerequisite to drive leads down the Sales Funnel and can also be used to educate and inform your target audience which ultimately improves conversion rates.
Social Media Strategy
A comprehensive social media strategy is now an absolute must, one that would ensure that your content reaches your target audience when they are most receptive to receiving content in real-time and wherever in the world they may be. This drives engagement and improves over Lead Generation results.
Video is here to stay
While video has been around for a while, it is having a major moment, one that has significantly impacted user engagement with brands over the course of Lockdown. Video right now seems to be the most effective Lead Generation magnet and one which can be used at all stages, from lead nurturing, engagement, information gathering, decision-making and ultimately, the purchase.
Using interactive platforms such as Twitter, Spotify, Snapchat, Instagram, TikTok, Facebook and WhatsApp, one can boost engagement in real-time and ultimately target users when they are most receptive.
Chatbots offer a great way for customers to receive help in real-time without losing these vital leads due to delayed responses. AI support is proving to be more effective and efficient than direct messaging. Quick and informative responses to the queries of current and potential customers is the secret sauce that will improve the rate of conversion.
Marketing in the Covid-changed world is one where businesses cannot risk working with a model that requires an audience to come find them. If you aren’t already engaging with your audience in ways that target them on platforms they are most active on, then you are undoubtedly missing out on that all important chance to engage with new and current leads when they are most receptive.
Don’t be left behind.