The effect of the 2020 pandemic has created a significant setback for a lot of businesses. From the onset of the COVID19 crisis, the NFIB showed 92% of small business owners suffering adverse effects. But, small businesses are not the only ones who have suffered some form of setback from the pandemic. A briefing from McKinsey showed how the coronavirus had impacted several business sectors.
There is no question that this year has been a difficult time for businesses. But, there is still a way to mitigate your financial losses and retail your customers. How? By focusing your efforts on localization strategies. This will ensure your business survives post quarantine.
What is a localization strategy?
This is a marketing approach that addresses consumers’ behavior. It also addresses purchasing habits of consumers based on their different locations.
The idea behind localization is to interact with consumers on their local level.
By doing this, you form personal connections with your consumers. In the process, utilizing their cultural vernacular, values, and views.
That said, how can you use localization strategies in your post-quarantine marketing efforts? We have five powerful ways you can try.
1) Tell your consumers how COVID19 has affected your business.
The idea behind this is simple; your customers want you to put them first. They want to know that you are thinking of their needs. Communicating how the pandemic affects your business from meeting their needs is key. It shows them you care about them and triggers loyalty in them.
Remember, localization is about communicating with your consumers on their level. Get them personally involved by communicating with them about matters that affect them.
By communicating to your consumers how the pandemic has affected your business, you tell your consumers that you are thinking of them—thus building a loyal consumer base that will stay true to your business post-pandemic.
This is a classic “What is in it for me” / WIIFM attitude that many consumers have.
Here are a few ways to go about this:
* If you have shut down your business or slowed production due to the pandemic, let your consumers know.
* Apologize to your consumers for not providing them with your services/products.
2) Use user-generated content in your localization strategy
Next, encourage user-generated content from your consumers. The idea behind this is to engage your consumers at a local level actively. You are keeping your consumers engaged for when you resume operations post-quarantine. You are also getting a personal glimpse of the local cultures and habits of your consumers. Thus, improving the ability of your business to implement an effective localization strategy.
* Ask your consumers to post content on what they are doing to pass the time.
* Start-up discussions about special offers, bonuses, etc. that your consumers will like to see post-quarantine.
* Create a unique offering to consumers who patronize your business during/post-quarantine. By doing this, you ensure that your consumers will come running to patronize your business when post-quarantine.
3) Build consumer interaction with localization strategies.
We have talked about engaging with your consumers on a local level to survive post quarantine. Interacting with your consumers is more personal.
An example of localization implementation is sending out email marketing in the local dialect of consumers. Or responding to consumer comments on your social media in their local dialect.
While this might be an easy feat for a business with no international consumer base, it will be more difficult with global companies. Thankfully, it is not impossible.
Here are a few ways you can build consumer interaction with localization strategies;
* Carry out localized social media marketing campaigns. This will simplify interaction with your current consumers. It could also open your business up to future consumers.
* In your interaction with your consumers, ensure that they are the center of intention.
* Highlight your consumers’ contribution to your business. Do this by thanking them openly for their support, and even giving them a shoutout on your social media page.
Localized interactions ensure that your business is offering something to your consumers. Therefore, retaining them for when the quarantine is over. It also opens your business up to a new market of localized consumers.
4) Openly communicate with your customers.
Openly communicating with your consumers is essential for your post quarantine survival. However, communicate with your consumers in their local dialects, habits, etc.
Your consumers might not consciously recognize your localized approach. But, subconsciously, they form a bond with your business in their minds.
The result will be a strong emotional response from your consumers. This response will ensure brand loyalty and consumer retention post quarantine.
You could also see an increase in consumer interaction and engagement.
Consumer loyalty & retention will help your business survive after quarantine.
5) Use localization strategies throughout the COVID19 lifecycle
There is a big chance that even after we see an end to the coronavirus, it will still be a vast topic in the world. This shouldn’t be surprising, seeing as how it affected a considerable majority of lives.
The use of localization strategies to ensure your business’s survival post quarantine should start now and continue even after quarantine.
It doesn’t matter if you are marketing at a local or international level. Make your localized strategy an integral part of your marketing strategy.
Like you would seek out professional writers from essay writing services platforms like Pick The Writer or Writing Judge, do the same with this. Seek out platforms that deal with localized marketing, and continue implementing their strategies into your marketing campaign.
Your business needs a successful strategy to survive after quarantine. But, understand that your survival strategy should begin while in quarantine.
For this reason, begin using all these localization strategies while in quarantine.
Whether you have temporarily closed your business or slowed production, it doesn’t matter. Ensure you are using all the strategies mentioned in this article. So, when things pick back up, your customers will remain with you.
About the Author
John Edwards is a writing specialist who is looking for ways of self-development in the field of writing and blogging. New horizons in his beloved business always attract with their varieties of opportunities. Therefore, it is so important for him to do the writing.