In times of volatility, communicating a message in the most effective means possible, and delivering against expectations is critically important. Does your team have the Digital and Marketing talent needed for today’s business unusual, aspects of which may become the usual – even after the pandemic has been brought to heel? A Marketing recruiter can help build your team with freelance and full-time talent to meet that challenges of today and tomorrow.
Striking a tone
Recalibrating the content and tone of the brand message has never been more important, particularly in reinforcing the reasons to trust and believe in a company’s brand. Consumers expect authenticity and transparency and will reward companies for those traits. In times of crisis, character is laid bare, and it’s no different for brands. Proactive marketers continue to retool their messaging and campaigns to demonstrate how the brand solves the consumer’s problem in the new reality and makes their world better. Educational content, that is informative without being self-serving will be remembered. Consumers also want to know what brands are doing to help. At the happiest of times, consumers want to feel reassured that companies and brands have their best interests in mind – it’s even more critical in challenging times.
Whatever a company has to offer, marketers have had to figure out how to deliver it virtually. For some, it has been seemingly overnight. Whether it’s a message, a product, a service, or content for information-hungry, constantly online, shelter-in-place customers. During social-distancing and beyond, digital channels will forever be the primary lines of communication between brands and their customers.
Remapping the customer journey
Whatever companies understood about how their customers research, shop, purchase, and use products and services, the pandemic disrupted it all. Today’s Marketers must be master pivoters, able to quickly analyze and plan for meeting customers where they are, at each new decision point. A Marketing recruiter can help companies find candidates who thrive and innovate in uncertainty.
Taking stock of the 4 Ps
The elements of the marketing mix are being upended – product, pricing, placement, promotion. How do products need to be tweaked or developed to meet the needs of today’s consumers better? What about pricing that’s responding to the state of the economy? We’ve touched on some elements of communication. But what about promotion now that media and marketing channel consumption patterns evolve so rapidly? And placement – is the supply chain meeting consumer demand? A Marketing recruiter can help a brand expand the digital brain bank working on these strategic challenges.
Stepping up customer service
Service has a critical impact of meeting the brand experience promise. Now is not the time to skimp on the talent companies employ to handle customer concerns, complaints, and questions. Who is reviewing policies through the filter of the pandemic or future crises and modifying accordingly? How are brands responding to sensitive customers? The conversations brands have with consumers have a lasting impact. But there must be honesty about what can and cannot be delivered so that the relationship is rooted in trust. A Marketing recruiter can connect companies with professionals who have made a career of managing the customer experience.
With consumers at home more and continuously connected, brands need to increase social listening along the consumer journey. Customers have become more vigilant, watching, and commenting on what companies say versus what they do. Customers will vocalize their changing needs and how they think brands are performing. This is priceless intelligence that points to essential adjustments companies must make to deliver on the brand promise. And at the end of the day that should be the goal, delighting customers.
A Marketing recruiter can help companies ensure they have the right talent to adjust their marketing plans with the agility that is required today and surely to be expected tomorrow. For more insights, check out our Guide to Recruiting Marketers.