As we all work to manage the current COVID-19 crisis, it’s important for us to help the marketing community navigate through the initial shock and subsequent economic effects together.
Over the next few weeks, Ben Malki (Director of CS - Americas) will continue sharing some helpful best practices teams should consider applying to their digital marketing efforts, regardless of industry or company size. From redefining your value proposition to investing in SEO, setting expectations for customers, and more. This post will continue to be updated week-over-week, so I encourage you to regularly visit the page for guidance.
Now, for a preview of some of the best practices he shares...
Focus on creating a sense of value for your clients
Bundling is a classic value enhancement
Alleviate purchase friction with more price-sensitive customers, and in some cases, increase the average order value (AOV). A few tips on how to effectively bundle your items:
- Experiment with adding free accessories to staple category purchases, leveraging the enhanced benefits to drive trials
- When possible, display standard pricing to make the added value of bundled items more clear to the buyer
Discounting remains an essential tool
Reduce the risk factor associated with purchasing and create positive brand associations during a time of crisis. A few tips on how to effectively discount your items:
- Balance the timeframe of each promotion so as to create a sense of urgency without burdening consumers
- When possible, tie discounting activity directly to the current COVID-19 pandemic, acknowledging the need for price cuts
- Always display regular pricing to enhance the sense of value being offered to the buyer
Read the full post for more best practices, tips, and examples from leading brands effectively navigating new challenges due to the ongoing health crisis.
If you have any of your own best practices you want to share, drop them in this thread below!
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