Consistency builds trust and creates loyalty. It’s important to keep in touch with existing customers, even if they’re not looking to buy anything right away. Loyalty is key and by treating your audience well, they’ll be eager to return as soon as they can. Reassure them that you’re there for support, regardless of where they may stand in the pipeline.
Regarding new business development, remember that your online content is your first contact with potential customers. You are showing them what it will be like to work with you. There are a number of key touchpoints before a lead. Those should be identified on your customer journey map and remain focus points.
Consistency across channels
Do you have a digital marketing strategy that is consist across all of your channels? Are you able to bring all of your channels, from email and social media to your blog and your website, together to create a clear picture of your company that customers can follow?
If you are inconsistent from one channel to the next, your customers will never know what to expect from your business.
Create a warm environment where you can better get to know your customers and improve your understanding of your buyer personas.
Adopt the 3E approach
Empathy: asks brands to have tonality and should reflect trust in the future and the ability for everyone to work together and find solutions.
Engage: engage with customers and suppliers, inspiring confidence in the brand through actions as well as offering support in all its capacity.
Educate: use multiple channels to educate customers, keeping consistency of messaging and allowing them to take actions.
In summary, be creative, stand out
Consistency in marketing protects the long-term future of your business and brand.
If your audience is not in a position to buy and therefore does not want to be sold to, don’t just drop off the face of the earth and ignore them. Use it as a chance to be noticed and remembered and think of the offline benefits of word of mouth for example.
Mix it up. Show you know how to adapt.
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