Relationship Management Blog

Relationship Management: How to Keep Leads Warm Without Selling

Relationship Management: How to Keep Leads Warm Without Selling

As businesses begin to re-open, it is more important than ever to prioritize relationship management and be mindful of how each business approaches potential buyers. Your business’s ability to adapt to an empathetic marketing strategy will have an impact on customer conversions. 

Trends suggest that how a business communicates with clients during a time of crisis will directly impact the brand’s reputation for the foreseeable future. The goal is to design a communication strategy that leads with empathy from an honest place. 

Using empathy as a tool and not a recovery plan

Understanding your client’s perspective is essential to your success. By listening to your customers needs, you can better provide them with whatever services or products could help them. You want to be their problem solver for the immediate, and need to present longer-term the value in your proposal. 

By now, you should have your post-pandemic marketing strategy in place. However, there’s a high possibility that clients may still be uncomfortable with spending. Although sales are down for a majority of businesses, web traffic has increased significantly since March. Marketing Gong's Head of Content, Devin Reed believes customers aren’t making purchases, but they’re gathering information about who/how they want to spend when the time comes.   

Positive and creative communication

HubSpot Marketing trends reveal email open rates are increasing and holding steady, but sales are down. Now what? Nurture these leads with a kind voice & helping hand so that when they reach financial recovery (individuals or businesses), they choose to purchase with you. Listen to your clients’ needs and only beneficial information. Deliver value first.

Remove words from your messaging that carry a negative connotation. However, don’t ignore the elephant in the room. Try new + creative email campaigns geared towards providing your clients with helpful resources. Response rates are 25-50% lower and sales open rates have tanked. The idea is to pull, NOT push your clients to you. Lead with relatable and positive messaging and don’t be afraid to add a little (tasteful) humor. 

Utilize some of our Post and Courier Marketing Blogs and incorporate them as selling tools. We’ve written dozens of articles in an effort to help small businesses with tons of useful information pertaining to crisis marketing + other free tools we’ve created to help local businesses at this time. 

 

 

 

Free Coronavirus Guides from The Post and Courier

Free Coronavirus Guides from The Post and Courier

Free Coronavirus Guides from The Post and Courier

We are in this together.

During these uncharted times, it is essential that we do what we can to help our community and local businesses; therefore, we’ve created these free coronavirus guides. We are working hard behind the scenes to keep our readers informed and to provide our community with updates to support our state and its businesses as we navigate this unprecedented time together.

 

The Post and Courier COVID-19 Business Guide

In order to better support the resilient and creative businesses during this unprecedented time, The Post and Courier is offering a free way for businesses to connect with their customers.  This guide provides a place for businesses to share how to continue to shop and offer support. With options to provide updated hours, location, current deals, or send a kind message to the community, we're here to help!  SUBMIT YOUR BUSINESS HERE

COVID-19 Business Guide The Post and Courier

 

The Post and Courier Dining Guide

Looking for some take-out or delivery options for Charleston-area restaurants? We are  gathering and providing an active list of local food & beverage businesses that are open and providing take-out + delivery options. We’re here to help you support our local restaurant industry! SUBMIT YOUR RESTAURANT HERE

Coronavirus Dining Guide

 

The Post and Courier’s COVID-19 News Guide 

With daily coronavirus updates, coverage map of the virus, and useful resources like No Intermission, The Post and Courier has you covered. Our goal is to provide our readers with the latest news, community updates, and resources in an effort to support our state and its businesses. At this time, we are offering this COVID-19 News for free without a subscription as a public service. READ MORE NEWS HERE

Post and Courier COVID 19 News

 

Marketing Your Business in a Time of Crisis:  A Free Webinar Guide with The Post and Courier + Evening Post Newspapers 

The coronavirus outbreak has changed the marketing landscape for businesses. As a result, The Post and Courier wants to provide useful marketing resources for our clients. In early April we hosted a webinar with renowned marketing experts to discuss how to manage your marketing in a time of crisis. Miss the webinar? Don’t worry, The Post and Courier has you covered.  ACCESS FREE WEBINAR VIDEO + PRESENTATION HERE!

Crisis Webinar Blog Image

Crisis Marketing Webinar Downloads

 

The Post and Courier Business Marketing Guide

As the coronavirus crisis extends further into 2020, The Post and Courier Advertising division is dedicated to providing your businesses with useful blogs full of marketing useful information and free resources.  We're discussing important topics like social media trendsemail marketing strategies, and sponsored events updates. READ MORE HERE

Post and Courier Marketing Blog

 

The Post and Courier Charity Guide

As the COVID-19 outbreak continues, financial strain on some industries and the community is becoming increasingly heavy.  The Post and Courier wants to help. We are offering a free way to share your cause and spread the word. View our Charity Guide to contribute + submit your local fundraising opportunities for those in need. SHARE YOUR FUNDRAISER HERE

Post and Courier Charity Guide

 

 

 

 

 

Positive thinking during coronavirus

The Power of Positive Thinking During the Coronavirus

The Power of Positive Thinking During the Coronavirus

How to market your business without seeming insensitive

When tragedy and chaos strike on a global level, it is more important than ever to practice positive thinking - not only in your personal life, but also regarding your business. History shows that during times of recession, it is not beneficial to decrease your advertising efforts. Now what? How do you shift marketing and advertising strategies to stay relevant during a crisis? 

Before we unpack this crisis marketing strategy, we must begin viewing the current market as a cup half-full, despite the underlying situation. We acknowledge that we are experiencing a health crisis like no other. However, the US economy was healthy and strong prior to this outbreak, and it will return when social distancing concludes. Is important to stay relevant and prepare your return strategy.

Data shows that people consume more media during a crisis.

At The Post and Courier, traffic analytics including visitors + session length have tripled. As some businesses unfortunately are forced or decide to cut advertising and/or marketing spending, opportunity is present for surviving businesses to get in front of a large audience, with less competing ads.

Borrell Crisis Marketing Webinar
© 2020 Borrell Inc.
Crisis is not a time to decrease communication

Alternatively, companies should actually be communicating more with customers.  However, instead of an advertising approach, the conversation should transition into positive communication.

Keep the goal of your communication in-line with the company's new marketing goals.  Stay relevant with clients without seeming “pushy” or “sales-y” by being a helpful resource during this time.  Whether this is a small-scale effort by emailing helpful articles (like this one) you've found over coffee in the morning to clients, or building a resource online with free & useful business information for consumers to visit like our Charleston-area Takeout & Delivery Guide. Share your knowledge about a topic as a free resource via a virtual platform, like this Crisis Marketing Webinar.

The tone of communication should be empathetic, with a message that conveys a sense of togetherness. 

The goal is to position the company to be useful during this unprecedented time. Retaining current customers is key - their support will be needed throughout! This is also a great time to offer a hand to the community and clients, and gain new customers along the way through your thoughtful crisis message.   

Credit Karma founder Ken Lin recently shared the importance of choosing your customers when faced with doing the right thing for your customers vs increasing your bottom line. 

“This is an unprecedented time and all Americans are being impacted — some more severely than others. ... As a business owner, your customers and their trust are paramount. You need to be willing to sacrifice short term profit gains to protect your customer,"

From a marketing perspective, now is the time to get creative.

Remember:  What a person decides to spend their money on should never be assumed.  What should shift in the business's strategy is how to innovate existing + future marketing efforts to adapt to the current situation. Take a look at your current campaigns from the perspective of the new normal.  Is this messaging still relevant?  

Brainstorm and implement creative promotional campaigns and strategize going forward based on your results.

Don’t be afraid to use some tasteful humor to relate - it is okay! Creative and relatable advertising takes businesses to a new level during times of crisis and recession. It is more important now in 2020 than ever before to be relatable with your approach. 

Unsure of how to do this in a helpful way? Your company could decide to launch a fun contest and in turn gain followers and capture email leads.  Or, capture email addresses of customers who’d like to be communicated with regarding company updates, new hours, promotions, re-open information, etc.  Include business information in FREE resources like The Post and Courier Business Guide. Submit your business listing for our COVID-19 Business Guide for free here. 

If business is currently closed or experiencing a decrease in sales, utilize this downtime to prepare a strategy for when social distancing ends. That marketing or rebranding initiative you’ve always wanted to start but haven’t? Now is the time to. Have an innovative business idea? Work hard and don’t be afraid to implement it. Many successful startup companies began amidst the 2008 recession including companies like Slack, whose innovation has landed them financial success again during the COVID-19 pandemic.  

Whether your company is temporarily closed or ramping up advertising efforts, we are here for you. Continue to communicate and engage with your customers using empathy first. Shift your strategy to, “how can I be useful to my clients?” Keep in mind that your customers are generally stressed and will remember how your messaging made them feel during this crisis. Lend a helping hand, and prepare for the return. We will make it through this together.