Brands should shift their content’s focus from client acquisition to providing value to customers

New Ideas in MarketingEssential news for marketers, summarised by YouGov
April 23, 2020, 6:40 PM UTC

A HubSpot study revealed that many business leaders are investing in or pivoting content to provide value to customers at this time.

The coronavirus pandemic has not only disrupted businesses all over the world but has also transformed consumer habits. Businesses should use this crisis to create informative, resourceful and responsive online content to provide value to existing customers as well as future prospects.

Shifting the focus from customer acquisition to providing value can attract new audiences. Informational content can guide new prospects to the company. While in-person events are getting cancelled for precautionary measures, businesses can virtualise events and align their programs with the audiences’ current needs.

Businesses should adjust their marketing messages to acknowledge current consumer predicament. Focussing on improving customer experiences now can help companies retain customers in the long run.

Read the original article

[10 minute read]