Entrepreneur & Business Owner Jesse Willms Looks at How Marketing Has Changed Due to COVID-19 | Business | Before It’s News

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We are years — and perhaps decades — from being in a position where we can reflect on the COVID-19 pandemic and fully calculate the impact and consequences. However, at this point we are already seeing monumental shifts in many areas across the business landscape, and arguably the biggest and most significant transformations are happening in marketing.

1. Listen Up!

“Listening to customers doesn’t just mean paying attention to complaints and dealing with escalated issues,” commented Jesse Willms, who owns several vehicle history websites that enable consumers to check out the history of used cars and identify whether vehicles of interest have been in an accident, have any recalls, and are reliable according to other drivers. “Listening to customers also means leaning forward and engaging in dialogue to learn about factors like motivations, aspirations, expectations and perceptions.”

2. Enable Customer Success

The difference between customer service and customer success is significant. It is not enough for businesses to ask if customers are happy. Businesses have to make sure that customers are completely successful, which means that they are taking advantage of all functions and features and getting the most results. If customers do not succeed, then businesses cannot succeed.

3. Get Agile — or Go Home

“Agile marketing teams leverage technology, workflows, processes, policies and protocols to pivot based on changing variables, which can be triggered internally or externally,” commented Jesse Willms. “As we have seen over the last several months, businesses that adopted an agile marketing framework prior to the pandemic have been much more capable of re-shaping their marketing strategy and delivery in light of COVID-19, while businesses that were locked into a conventional command-and-control marketing framework are struggling to make the adjustment.”

4. Empathy Is the Best Policy

“The COVID-19 crisis has created a hyper-awareness among consumers of businesses that authentically want to help them and make their lives better, and businesses that are only interested in making as much money as possible,” commented Jesse Willms. “Businesses that authentically demonstrate empathy and caring at this time are making an investment that will pay dividends for many years to come, while businesses that are only in it for themselves will find out soon enough that scorned customers have very long memories, and they also do not hesitate to share their unhappy stories online and offline with anyone who will listen.”

5. Make Marketing a Cross-Functional Effort

“Marketing should not be holed up in a silo, and disconnected from other aspects of the company,” commented Jesse Willms. “Right now, with so much change taking place, businesses need to leverage all of their knowledge capital to understand their marketplace, and how to effectively connect with profitable target customers. While marketing will obviously spearhead this effort, other teams and individuals need to make an ongoing contribution. For example, Jesse Willms says technical support teams need to let marketing teams know what kinds of questions customers are asking, what challenges they’re facing, and whether they find their purchase rewarding or regrettable. This actionable intelligence can then be used to formulate and optimize marketing campaigns, as well as a wide range of collateral such as videos, articles, blog posts, infographics, ebooks, and so on.”

The Bottom Line

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Originally published at https://beforeitsnews.com on October 26, 2020.

Written by

Jesse Willms | Entrepreneur and Businessman | Las Vegas, Nevada | www.jessewillms.com | www.jessewillmsscholarship.com

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