The three steps of digital marketing are well established by now. You walk, then run, then fly.
Let’s talk about the sales funnel.
Firstly, you’ve got the impression stage. You know, the visual stuff. The “Hey, I am here, remember the name” stuff.
Secondly, you’ve got the engagement stage. That’s all about likes, comments, loves, shares. Not to mention the sliding into DMs and “follow me back” stuff.
Finally, we enter the conversions stage. The flowers and heart candy have worked and you’ve wooed someone from a potential to a committed customer. We’re talking clicks to buy, here. It’s the decision made by a person to purchase something. Cha-ching, baby.
But in these uncertain times, the rules have changed. That typical focus on stage 3 is out, and stage 1 and 2 are in. It’s less about “sell” and more about “follow.” Ultimately, you are setting yourself up for success once people begin adapting to “The New Normal”
Now, you may be wondering, what do we mean by “The New Normal.” Simply, we are referring to life where social distancing is essential everywhere, masks are always on, and restaurants/bars are offering more “to go” options. Things aren’t the way they used to be, but things aren’t changing any time soon. By validating credibility during the challenging times, you will dominate in the future.
Content That Cares
These days, with all that people are facing in their personal, professional, family lives, it’s all about the human connection. It’s a time of crisis, and views have become a more powerful marker of success than sales. Yes, we still want to drive digital traffic to our website. But now we realize that we’re building a long-lasting relationship, not making a quick buck.
So, ask yourself the following two questions:
Is your brand being seen? If so, then great. But how is your brand being perceived?
If you’re seen as a helper, then you’re on to a winner.
Keeping your head down and doing what you’ve always done is not going to cut it anymore. Going silent is no longer an option. The time has come for you, as a business, and as a member of the local community, to speak up. To support. To be a team player. We’re in this together, after all.
And you know what will happen? That image of yours is going to treble in positivity. Let them see you’re the good guy. Let them feel the beating heart of your business. It’s just a little something we like to call positive branding. And you know it will lead to monetary sales down the road and a gaggle of loyal trusting followers.
Hard No on the Hard Sell
Avoid the hard sell – stay at least six feet apart. Stop selling and start helping. Instead, try communicating helpful information, useful tips, offering solutions to problems. Get involved at a community level and do something to make a difference.
Soon, you’ll gain trust. These days, people are more interested in the ethics, morals, values shown by a business. They pay attention to social responsibility and get on board with what a business is trying to achieve. They want to know what you’re made of, what you believe in, and what you stand for. So, stand up, stand out, and stand back and watch how strangers turn to fans and followers.
Pointing You in the Right Direction
Times are tough right now. Whatever you do, don’t let your digital marketing take a nosedive. There has never been a more important time to engage with people. We’re your friendly neighborhood digital marketing team, and we can help you achieve all of the above and more.
If your social media is looking a little limp, if your website needs a refresh, or if you need a sprinkling of help with re-branding and getting your message across, we can help. Maybe you want big, bold results, but don’t know where to start. That’s understandable – it’s what we do best. Let’s chat!