When it comes to the consumer, the time of Covid has changed the way you should market. they, need to create real moves in the company and establish a productive new normal.
Clients nowadays are looking to bounce back from the pandemic —and they are doing this under new circumstances. This is such an important thing to remember when describing your avatar and what their desire may be. Especially with all the new guidelines, and turnover that the pandemic has brought on in the workplace. Then remembering on the financial front, many companies are doing all of the above within a tight budget and increased executive pressure.

There is no doubt that the pressure’s on to make the right decisions and this is the time to gain their trust.

To cope with these issues, buyers rely on content that is trustworthy, helpful, and informative. The trusted advisor is far more likely to win the business. That is where firms like Redfern Media can help. We make it a priority to stay informed, and cautious when it comes to creating content for our clients.

If you are stuck on how to generate a blog post for your website, there are a few general guidelines to follow. You want relevant, empathetic content. This isn’t stat sheets, white papers, or case studies. This is the time to level with the client.

As marketers our desire is to prompt action; buyers are trying to get information. In reality, though, both goals fuel each other. Informative content can make someone take action, especially if they feel like you understand their pain.

1 — Be Helpful. First and foremost. But it’s important to define what “helpful” means. Helping means giving the reader information that can help them improve their financial and personal life. This can be anywhere from “How to double your revenue in the time of covid” to “Ways to make your employees feel valued.”

This means you have to truly think about what you would want to read. Then, you can figure out what information you can give that will make your reader understand why they need your services? According to a Google article: “People report that helpfulness is their top expectation of brands since the start of the COVID-19 pandemic, with 78% saying a brand’s advertising should show how it can be helpful in everyday life.”

2 — Focus on the Audience. The biggest mistake in marketing is when content starts with a brand’s product or service and then structures it to fit the audience’s pain points. Truly empathetic content is the other way around. It’s not centered on just the problem set that your solution can solve — it’s looking at the audience holistically. It is making sure that the audience knows you are sympathetic to their problem whether they are a client or not. Typically, this gives your business more credibility and trustworthiness. That will no doubt convert to the client deciding to go with you, over the money-hungry alternative.

3 — Have Content that has a purpose. Consumers are growing more concerned with making sure brands’ values match their own. This has become even more true in the age of social media, and cancel culture. This doesn’t mean you have to take a political stance (We advise leaving that out of the business world) but it at least shows you are in tune with what is happening around you.
Empathetic content helps the audience see their ideas reflected in your brand. Think Nike, Pepsi, etc. A genuine expression of your brands’ values can help define who your customers are and start establishing a relationship.

Do you need more marketing advice? Book a coffee date with our team, and talk about how you can take your business to the next level.