Nowadays, communication with clients often takes place via digital channels, such as email, Zoom, Facebook, Instagram, Twitter, Google my business, LinkedIn, TikTok, Snapchat or other platforms. The pandemic marked a milestone in our lives, signaling a turning point for digital communication. Connecting online became the norm, especially during lockdown, and the digitization of industries became essential for maintaining operations. Brands that were already digitally versed and well equipped with the corresponding digital tools and skills were able to quickly adapt, while those that didn’t have the resources struggled. Some simply preferred to exit identified markets. Although we cannot be sure whether communication between brands and their customers will be fully digitized in the near future, what is certain is that the digital revolution is here to stay.
How are we communicating today?
Today’s customers are more demanding and informed than ever. They seek brands that listen to them and provide them with products and services that add value and are worth spending their money on. Customers expect an unmatched experience.
A hybrid communication technique helps brands reach out to the customers who are brave enough to step outside their houses and those who are still reluctant to.
Adopt a customer-centric communication strategy. Why? Because it is all about the customers and not only the brand.Customers expect a brand to adapt to their needs.
Implement a flexible marketing strategy and agile business model to reflect how the brand satisfies customers’ needs. How? By simply sending the right message to the right audience.
Create a community around the brand and keep it engaged with activities. Don’t underestimate the power of customers’ feedback. They will share ideas on how to improve the brand so you can ultimately sell them more and generate greater revenue. Never ignore negative feedback; it can be constructive.
Provide unique services or products. Customers are looking for more bespoke services and products than ever.
Today it is all about experiences. With so many brands to choose from, it is sometimes difficult to make decisions. Online competition can be fierce, with no geographical boundaries. Make the experiences you offer remarkable and memorable. Remember to listen to the community and be creative.
Be true to the brand’s values and highlight them clearly. Do not overpromise. Customers today want to consume brands that share the same values as them, so brands need to highlight them in posts published on their social media platforms.
Keep a close eye on data. Be prepared and adopt the right strategies to collect enduser data. Analyze insights from your social media and adjust your communication strategy accordingly. Don’t hesitate to get the help of an analyst as these numbers can be tricky. Focus on what is important, as not all the numbers are always necessary and can be overwhelming. Be sure to set KPIs that will help the brand reach its goals. In short, successful communication strategies will improve the relationship between the brand and its customers, keeping them engaged, increasing revenues and ensuring the sustainability of the business.
Dr. Maria Frangieh,
CEO of Socialprise