How to spread positivity with your marketing?
Here, Jonathan Birch, Creative Director at digital marketing agency Glass Digital, shares five tips for adopting a positive outlook with your business’s marketing.
We’re living through troubled times at the moment. COVID-19 has caused turmoil for individuals and businesses across the UK, and it’s virtually impossible to avoid the negative news that seems to keep arriving without letting up. It’s not surprising that 55% of Brits saying they’re finding it hard to stay positive on a day to day basis (Ipsos).
With this in mind, it’s really worth taking the time to make sure your marketing communications are spreading positivity. Not only will you be providing a nice boost to people’s mood but, if people see you are trying to do good and help others, they may be more likely to seek your products or services in the future. To help you out, I’ve put together five tips for spreading a positive marketing message.
Highlight any positive news
We all know that the crisis has caused an influx of negative news stories, so make it your mission to share only positive news through your company’s channels to brighten up everyone’s day.
While it’s great if your business is involved in a particular story, don’t hesitate to share items that aren’t about you. This could be as simple as retweeting or sharing an existing post about something good in the community or you could go further and create a blog or newsletter that rounds up all the positive things going on in your sector.
Look for ways to make a difference
You may have noticed that many companies are finding ways to help out in the crisis. For instance, we’ve seen huge gestures, such as adapting manufacturing facilities to produce ventilators, as well as smaller stories, like businesses donating hand sanitiser to a local hospital, in recent weeks. So, if you can think of a way you can make a difference, even if it’s just by raising money, give it a try!
Once you decide how you are going to help, be sure to tell your customer base about it. As well as giving them a positive story to enjoy, they’ll remember you as a brand that gave something back when it mattered, which can improve your business profile in the long-term.
Make sure you are upbeat and helpful on social media
Social media is likely the most prominent place that your business interacts with customers, so you should try to be upbeat and helpful in these trying times. From replying to people with gratitude to being as accommodating as possible with complaints, going above and beyond during the crisis can go a long way towards making someone’s day easier, no matter how small the interaction. It might be the case that people remember your great customer service in the future.
Give your customers some certainty
The COVID-19 crisis has affected everyone, so it’s safe to say that all of your customers will have a lot on their minds at the minute. With this in mind, try to be proactive and address any uncertainty that might crop up with your business to ensure they don’t have to worry about it.
Try to put together an update on how your business is running and ensure it is visible to your clients, addressing points like when you’re open, how long delivery will take, and an updated returns policy. If you get a few different questions, create an FAQ that addresses any concerns and keep it updated as the crisis goes on.
Reward customers at a difficult time
Provided that your business can safely do so, why not roll out some perks to help your customers out at this difficult time? Promotions like flash sales, discount codes, free delivery, or three for two offers are a sure way of lifting the gloom for your clients, so why not spread a little positivity? Make sure you market them across all your channels to make sure word gets around. You might just win some repeat custom in the future with your good will.
So, there you have it: five great ways to share some positivity through marketing in the midst of this crisis. It’s not only a worthy endeavour, but your customers will remember who was there to help when things got tough.
Dinesh Kumar VM
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