Reassessing How You Sell During Covid-19: 5 Questions to Ask (and Ideas to Try) to Drive Demand Now

In early March, Instacart introduced a new feature called Leave At My Door Delivery. Seeing an uptick in demand as individuals hunkered down at home, the delivery platform wanted to do its part to reduce contact and slow the spread of coronavirus. Did this thoughtful feature drive incremental sales? We can’t say for certain. But what we do know is that brands that show customers how they’re protecting them from the threat of Covid-19 are more likely to earn their business. 

The takeaway here is that selling in today’s environment looks and feels different than six months ago. That’s why understanding how the needs of your customers are changing—like Instacart did—is critical. Armed with that knowledge, you can shift your marketing and sales strategy. Here, we offer five questions to help you assess how and where you may want to adjust your efforts.   

1. Are you nurturing existing relationships and warm leads? 
   Before expanding your target audience or trying to make headway with cold leads, look inward to your existing customer base. Are there untapped opportunities or retention tactics that can help you grow these partnerships? For example, consider executing an email campaign dedicated to longstanding customers that includes a special thank-you gift. Or, create a private Facebook Group for VIP customers that offers early access to promotions, new products or service consultations. Think critically about how to create more value for your current customers and start the conversation there.
   

2. Are you taking a “serve-not-sell” approach? 
   Just like your business, customers are facing never-before-seen challenges. Show them you’re in this together by offering to help. We’ve seen brands do this in a variety of ways – from fundraisers to waived subscription fees to free webinars and resources. Can you add value with your blog or social media content? Can you offer a unique promotion? Consumers are more likely to buy from companies they know and trust, so think through ways to build authentic connections and offer support – outside of the traditional sales process.
   

3. Your audience is spending more time online—are you meeting them there? 
   With time spent online increasing during the pandemic (with mobile media, in particular), social advertising and paid search should be at the top of your advertising consideration list. These channels offer highly targeted and cost-effective ways to drive awareness, website traffic and sales. Approach these channels like you would other sales opportunities, thinking strategically about target audiences, lead times, goals, objectives and customer experience. Then set up campaigns accordingly.
   

4. Is it easy to make a purchase on your site? 
   In a world of “one click” purchases, consumers expect their buying journey – whether it be for a bottle of BBQ sauce or a home contractor – to be quick and easy. The last thing you want to do is spend time and money driving leads to your website, only for them to leave once they get there. Look objectively at your website and ask: “Are there clear calls to action?” “Is the checkout process easy and free of roadblocks?” “Is it easy to understand what my product or service can do for you?” If the answer to any of those questions is “no,” then you know where to start. 
   

5. Are you actively managing—and optimizing—your marketing campaigns? 
   Time is our most important asset, and you don’t want to waste it on marketing campaigns that aren’t delivering on your desired action. No matter if you’re running an offer, promotion or awareness-building campaign, let it run for enough time to build a good sample size, then analyze performance to determine if you’re effectively and efficiently meeting your objectives. If it’s falling short, don’t be afraid to make changes or move on and try another angle.  

If you’re asking these questions and want a partner to think through them with you, Approach is here to help. Take advantage of a free marketing consultation to learn how and where your business can unlock sales and drive demand today. Drop us a line at hello@approachmarketing.com to get started.