As we enter summer, things in the U.S. are changing rapidly and customer priorities are shifting, too. Although it might not be top of mind at the moment, now is the perfect time to refresh your brand messaging strategy and de-pandemic your digital marketing.
While it’s important to continue to communicate up-to-date safety information, now is the time to de-pandemic your digital messaging and website so customers feel ready to connect with you face-to-face. Here's why...
Customer Values Have Evolved
"Many studies done during the pandemic are showing that people want brands to be more empathetic and aware of the long-term impact it will have on their lives." - Susan Friesen, Business 2 Community
During a talk we recently gave to members of the Waunakee Chamber of Commerce, we asked participants to identify the customer value proposition statements (CVPs) that were most important to consumers in the early part of the pandemic, and the group selected “improved health” and “financial security.”
Then we asked them to identify the CVPs that are resonating as restrictions start to ease and the consensus was “more time with family” and “increased happiness.
Combining CVPs with Empathy
Knowing what people are looking for and prioritizing is incredibly helpful in guiding your marketing content; however, it's important to go one step beyond and ensure you're infusing your messaging with meaning. Research has shown meaningful, empathy-based ads outperformed ads based solely on personalization related to search query data.
Empathy-based digital marketing is about listening to customers to identify CVPs and using it to consider your consumers' needs and pain points.
A great example of empathy in action can be seen with BMO Harris Bank. In the summer of 2020, BMO Harris Bank shared the video below on Instagram with the caption:
"Everyone’s next looks a little bit different. But whatever you have planned for the future, we’ll be here to help you make real financial progress.”
Their message is one of empathy for customers who were facing financial uncertainty:
A post from May 6, 2021 reflected both a sense of loss that people had coming out of the pandemic, while also acknowledging all of the happy occasions they are looking forward to getting back to doing—seeing grandkids and going to music festivals, for example.
Updating Your Brand Messaging Strategy
This is a great time to review your brand messaging strategy to make sure it still resonates with your key customers, because speaking to consumers in a way that is aligned with their needs in a meaningful way is a great way to increase your revenue.
If you're not sure where to start or could use some extra hands to get things done quickly, let us know. We're happy to help! Learn more about our services, including Keyword Strategy, SEO Copywriting, Google Ads, and more.