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How to keep your content marketing strategy alive in the midst of a crisis?

Content marketing is a marketing strategy that relies on the creation of useful, educational, and relevant pieces of content so that the target audience can be moved to act and become a client. Although originally based on blogs and articles, this type of digital marketing is not limited to text. It can use a variety of mediums and distribution channels. Podcasts and videos are examples, and websites and social media can also serve as distribution channels. A real example of content marketing is this article you are reading.
Concept of content marketing

Concept of content marketing

Marketers tend to think optimistically when planning their strategies. However, things can happen that are beyond the marketing team’s control. A global crisis such as the current COVID-19 pandemic, an internal crisis, or some type of disaster can occur, at which point the plans have to be altered or reconsidered. When dealing with a crisis, content teams have to be ready for rapid change as it offers new opportunities for their growth. So, with everything going on, your content strategy should be structured for maximum impact during this crisis. Content marketing is your most powerful tool during a crisis. Through strategically-designed efforts in areas such as blogging, email marketing, and social media, your organization can maintain its brand awareness and provide its audience with the reassurance it needs. Thus, here are some tips that will help you to keep your content marketing strategy alive during a crisis.

Creating new content in times of a crisis            

Today the needs and the wants of the audiences have been altered. When it comes to creating new content during a crisis, marketers’ sole focus should be on work that is genuinely helpful to their audience. During times of crisis, there are many ways to approach new content creation. Some that directly address the unique environment at hand and others that look to complement the new patterns of behavior that are emerging. Crises are unpredictable by nature. Thus, what was valuable to the audience today may be irrelevant by the next day. To provide helpful content in a crisis, marketers should be prepared to evolve their strategy in line with the shifting needs of the audience.

Recreating your voice and tone

The beauty of content marketing is that you can speak on behalf of your organization in its voice. That voice might need to be adjusted during a crisis. Channel a tone of empathy and sensitivity. Relate to what your audience is experiencing and send the message that you understand; you’re here for them, and you are a presence of calm and consistency amid what can seem like chaos. Above all, remain calm and composed and try to be as clear as possible, since that is what customers need at such a time.
Content marketing the midst of a crisis

Content marketing in the midst of a crisis

Quality content over quantity

Whatever content you do put out during a crisis should focus more on being helpful and of high quality. You do not want to post too much at a time, especially if it isn’t relevant and you know your audience has other things on their mind and perhaps not the time or are in the right frame of mind for what you have published.

Be empathetic and sensitive

When writing content, place yourself in your customers’ shoes. Think about what they are going through and how it might be helpful to the audience. What would they find disrespectful or irrelevant during a crisis? What information would put them more at ease? Remember to be sensitive as well. A crisis might affect certain industries, trades, and professions worse or in different ways than others. A content marketer should always ensure that you are careful with your wording, messaging, and imagery. During this time of crisis more than anything else the audience needs answers. Having those clear answers handy can lead to certainty, and certainty leads to more customers choosing you. Therefore, it is necessary to offer content that helps the reader adapt their routines and seek solutions to new necessities. While none of us know what will happen or what the future holds, knowing how to manage your content marketing including messaging, social media posting, and website ensures your success.  
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Why skills development is necessary to respond to the challenges of digital transformation?

We are currently undergoing a once in a lifetime technology shift that will transform every industry and every business in the world. This megatrend is digital transformation. Digital technologies have made their way into organizations and now impact every facet of organizational behavior. Yet despite the presence of digital technologies in organizations, statistics reveal that the people working in them are unprepared. Most of the workers lack critical skills that are necessary to respond to the challenges of digital transformation. In the light of these skills gaps, organizations have no choice but to rethink the skills development of their people and their talent to stay afloat in this tidal wave of change.

Why is the urge for skills development to resist digital transformation?

Digital transformation

Digital transformation

Digitalization has created challenges and rapid changes in organizations. It has changed the traditional definition of “work” which requires a new set of working skills to cope with the new work model. An organization cannot expect to see growth if they do not invest in skills development. Investing in skills development is beneficial for the organization as much as it is to employees.  One of the reasons why skills development is essential in the new digital era is because the current workforce does not have the right skills to drive digital transformation. The world is moving fast and rapidly changing. Employers need to make sure that their employees are skilled and are well equipped to deal with these rapid changes. If the skills gap gets filled then they become more agile, open to challenges, and adaptable to change. In other words, you’re shaping the workforce of tomorrow. Besides,  skill training will increase job satisfaction. It is essential for the employees to not think of what they do as a job, but rather as a career.  Moreover, The Industrial Revolution has brought advances in Artificial Intelligence, cloud computing, and VR, among other technologies. New roles have emerged, and technical skills like data analysis, robotics, and software development are rising in demand. The essential hard skills of today might become insufficient tomorrow. Employee training and development are key to safeguarding business growth and employee stability. Skills development always leads to a competitive advantage. To be the best, you need to have something that nobody else has. So the organizations must support their workforce in transitioning to the new learning paradigms. As not doing so can prove to be a huge disadvantage.

 Skills needed to drive digital transformation

Making the workforce digitally literate

Making the workforce digitally literate

If an organization’s goal is to make its employees digitally literate, simply training them to operate different types of software addresses a part of the problem. The skills employees need to survive the digital transformation include other sets of skills like the sociological and emotional skills that users need to function effectively in digital environments. Some of the skills which are necessary for digital transformation are given below.
  1. Critical thinking  –  When it comes to new undertakings, critical thinking is a skill that helps people define and solve problems that come in their way.
  2. Complex communication – Digital transformation can require complex changes. The team must be able to take technical terms and explain them in writing and through speech, in a way that the rest of the business can understand. The ability to persuade and influence others will also be a factor.
  3. Flexibility and adaptability – Digital transformation will not always go according to a plan. Some tasks will take longer than expected. New challenges will arise. So you need a team with people who are flexible and can pivot easily.
It is evident that the success of a digital transformation doesn’t rely on the technology or tools, but on the people executing. Most leaders that achieved digital success have through long-term strategy and the development of skillful resources. Give your business a new dimension and take it to the next level.  The digital world will always be changing and evolving, and it is up to you to change with it. Don’t let the challenges in the digital world become roadblocks in your journey. Instead, face them and find innovative solutions to your problems that fuel success for years to come.
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Importance of customer testimonials as a strategic measurement for customer satisfaction and its importance on B2B marketing

If you’ve ever wanted to try a new product, you’ve probably taken the time to read the online customer testimonials. It will either lead you to buy the product or find a different company to order from. We live in a digital age where every bit of information is at the tips of our fingers. Thus, client testimonials can make or break the credibility of a company.

What is a customer testimonial?

Customer Testimonials

Customer testimonials

Client testimonials are an authentic customer review that is used to showcase the quality and success of a product, and emphasizes the reliability of the company. Testimonials highlight the credibility of the company and instill trust in the company’s professionalism and level of expertise in the industry. Client testimonials bring a variety of benefits to every company. They increase conversion rates and promote the value of the company.

Why customer satisfaction measurement is important?

Measuring the customer experience is one of the most important initiatives a company can undertake. That’s because when it’s properly collected and acted upon, a customer testimonial can improve your products and services, refine your marketing message, inform your sales, and more.
  • It helps to drive sales – Companies often overlook the impact their customer experience program has on new customer acquisition. When you’re dedicated to cultivating strong customer satisfaction existing customers become more willing to serve as references for new sales opportunities. These loyal advocates begin sharing their experiences with their peers. 
  • It provides social proof – A testimonial establishes your credibility in front of your potential customers. No one likes to be the first in line to buy a completely new product from a business. They first want to see someone else try it, and if that person likes it, maybe then they will buy it too.  It makes the product a less risky purchase for your new buyers because it reassures them that your product is safe to buy. 
  • It helps you stand out of the competition –  A happy customer won’t look at your competitor’s offers. They will happily interact with your brand again, make a purchase, and recommend the product further. If you meet their requirements while delivering the best quality of your services, they will be fully satisfied.

The importance of client testimonials in B2B marketing

Keeping the customer first in B2B marketing

Even in B2B settings, all marketing efforts aim at whom will become customers and customers that you want to retain relationships with. In the case of  B2B marketing, testimonials can carry a lot of weight in a highly competitive market. Before choosing which company to purchase from, B2B buyers spend a long time considering their budgets and product effectiveness. In this context, customer reviews can simplify the process to help buyers make informed and quicker decisions. Testimonials can prove the value of a product or service by showing the benefits to the end-user.  This content can actually have an impact throughout the B2B buyer’s journey, not just during the consideration phase. Customer testimonials prove that an organization understands industry trends, as well as the needs of their customers. Moreover, such testimonials act as a brief overview of what it’s like to work with a company. Marketers can use the feedback they get to inform other departments of potential improvements to offer a better user experience. By this stage, you can surely be in no doubt as to the importance of testimonials. They’re a vital tool for building trust, credibility, and social proof amongst your customer base. Use them liberally across all your digital and offline marketing materials. Then you can hope to see a boost to your profits in no time.          
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Innovations and start-up solutions in the new normal

“In the midst of every crisis,lies great opportunity.”
-Albert Einstein-


There’s no question that we’re in the midst of a global crisis. Not only do we see the loss of life and ill-health, but the worldwide effort to slow down the spread of Covid-19 has also created devastating effects on the economies, local communities, and businesses. There’s no doubt that a crisis creates a lot of problems. However, on a positive side, if we see, it has opened windows for new innovations and start-ups. As people adapt to new ways of socializing, remote learning and working, we are seeing mass adoption of innovations and start-ups that will create lasting and positive changes in our world.

‘New normal’ driving us to embrace innovations

There are many innovations that don’t get used. Online personal banking allows real-time access to your bank account and many other aspects that save time and control over your finances. Yet many people tend to go to the bank for their work. Furthermore, technology to conduct virtual meetings and facilitate remote working has been around for years. Yet many organizations didn’t use them. It hasn’t been until we were forced to find new ways to conduct business remotely that we really embraced these tools and opened ourselves to making things like virtual meetings work.

Efforts to generate innovations

Individuals making efforts to generate innovations

Distance learning is another example where necessity drives adoption. Before the pandemic, we never thought of conducting online classes but now it has become the ‘new normal’. When the pandemic is over, will we stop visiting doctors, stop going to offices, stop traveling to clients, and stop attending live classes? Of course not.  Major events like a pandemic are transformative because they can create an experience with an  “extinction effect.” 

 

Hope for innovations and start-ups

 At a time marked by significant economic uncertainty, most of the existing startups had to face challenges. However, it also helped in the creation of new innovations and start-ups. That could mean innovations in telemedicine, medical equipment, home delivery, remote working, and online education. For instance, health care needs medical equipment and masks.  At the same time, some of the workers had to lay off from work and needed jobs. A social enterprise could address all these issues simultaneously by training workers to make the medical equipment that is needed.

start-ups as a reinforcement in the 'new normal'

Start-ups as a thriving reinforcement in the ‘new normal’

The demand for remote working and online education may transform creating space for start-ups like developing a website that will enable schools and tuition providers to upload exams and other study material so that students can log in, select the pre-approved exam and do them without having to go to the exam center. Also starting a shop and delivery system where we follow protective measures against Covid-19 and people can order products through a customized website and we can shop the products the customers need and deliver them to their doorstep.

Ultimately, people who think outside the box are most likely to become leaders. They are more likely to create things that are useful and valued by many people. In this ‘new normal’ you must step out from your comfort zone and think out of the box. Your ability to take a completely different approach could be the key to finding the solution nobody else can see. This pandemic was a challenge but it gave opportunities for the innovations and start-ups to grow and expand. Yes, we are facing challenges, but don’t let those challenges stop you from embracing the opportunity.



Never let a good crisis go to waste.



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