Starting again after a moment of crisis is not at all easy, but with the right precautions it is possible to plan skilful counter-moves capable of favoring a new commercial and economic balance. Here’s how to relaunch your business thanks to digital marketing
There are many reasons why an activity can go through moments of difficulty : it can be a market crisis, changes in the product sector to which it is not possible to react in time, contingent events that change an acquired stability in a short time.
If your business encounters a period of crisis, what matters is to implement smart counter-moves as soon as possible to counter the momentary decline. There are many actions that can be taken and fortunately today the digital world offers numerous marketing tools and strategies that can support an effective restart. Here are the best digital tips on how to relaunch a business in crisis.
- How to relaunch a business in difficulty?
- Before looking for new customers, pay attention to your existing customers
- Redefine the client target
- Make your offer unique and communicate it incisively
- Ads & company: promotional ideas for your business
- Link with the territory and local SEO
- Spark local partnerships
- Take advantage of the potential of e-commerce
How to relaunch a business in difficulty?
The first step to get out of the vicious circle of a corporate crisis is to convince yourself that the possibility of resuming a positive trend is concrete and real: you need to roll up your sleeves, put your proactive entrepreneurial mindset into play and plan a clear strategy. Keep away the temptation to find excuses and blame external events or actors because, even if there were concrete ones, the tactic would be counterproductive and would not take you far.
Better to focus on what you can do , to relaunch your business to the fullest and get away from the gray period as soon as possible. Establish a budget to invest in the relaunch that does not further affect the already delicate corporate finances, align the objectives of your team and take as an example those companies that, albeit in your same product sector, have managed to remain prosperous and avoid being overwhelmed by difficulties .
Before looking for new customers, pay attention to your existing customers
The mistake that many entrepreneurs often make is to devote themselves spasmodically to the search for new customers to acquire, suffering from the lack of new flows as an absolute impediment to getting out of a period of crisis. However, there is a potentially very profitable range of customers on which to direct their efforts: customers already acquired. Focus your attention on those customers who have already bought from you in the past and look for the best ways to get in touch with them by checking your databases and customer lists, whether digital or paper.
Acquiring new customers is much more expensive in terms of budget and time than relying on those who have already entered your sales funnel . Try to understand what prompted those customers to buy from you in the past and imagine what could lead them to buy back today: a customer who has had a positive experience can easily be hung up with well-researched communication campaigns.
Be creative and work out an effective way for them to return to request your services or to feel the need to buy complementary products from you to those they have already made their own. Loyalty them with exclusive offers and try to make them your best ambassadors : satisfied and pampered customers will be well prepared to generate a fruitful word of mouth for you and / or leave you positive reviews that act as social proof, excellent for your post crisis relaunch strategy .
Redefine the client target
An accurate analysis of your acquired customer base will also help you in redefining your target audience . Especially in a difficult time in terms of sales and turnover, it is absolutely essential to clarify who your buyer personas are and what are the fundamental characteristics of your typical customer.
Looking at your lists of past buyers can help you identify the profile of your ideal customer , their needs, their habits, their socio-demographic characteristics and the needs they meet by targeting your brand. Having a clear perspective on all these aspects can help you formulate truly targeted product strategies and communication and emotional marketing tactics that know how to speak with the right tone of voice and the right psychological levers .
Do not forget to pass each evaluation under the filter of the present moment : what worked once may not work today and the peculiarities of yesterday’s customers can only be a starting point to define what the real expectations of your target are today. . Understanding the strengths of your offer seen from the eyes of your target is a key step in a valid relaunch strategy: only if you manage not to lose focus on your target audience, you can hope to be able to correct the negative direction. who took your business.
Make your offer unique and communicate it incisively
Once you have carefully worked out the qualities of the audience you want to target, you can dedicate yourself to building or re-building your brand identity . To implement a valid strategy to relaunch your business, it will have to make sure that every aspect of your brand corresponds to the characterizing factors of the audience you want to speak to.
Every single visual element of your corporate image must be aligned with the particularities of that target, from your website, to your logo, to your point of sale to your printed promotional material: if you think it is necessary, invest in a restyling of your brand , in order to modernize it or adapt it to your audience. Furthermore, make sure that every message you convey through blogs , social networks, podcasts, flyers or any other communication channel is perfectly calibrated on the tone of voice with which you want to characterize your brand.