Lead Generation during Covid-19: How to still engage potential customers online during the crisis

We are living in unprecedented times. Many businesses all over the world have taken a hit due to the global pandemic of COVID-19. An unfortunate fact is that no one knows how long is this pandemic going to last. With a volatile stock market and millions of people being furloughed, seems like the entire global economy is currently in a state of pause. However, despite these difficulties and challenges, business owner and entrepreneurs can still generate leads.

Impact of Covid-19 on Businesses

According to a recent stat, nearly 83% of the businesses have seen a dramatic decrease in leads since April 2020. All kinds of events and social gatherings have been put to hold and sadly, this has become the new normal.

In a 2019 business marketing report, more than a thousand senior marketers highlighted the significance of live events on their businesses. The report showed that according to 41% of the respondents, live events are one of the most critical channels of marketing for them to achieve desired business outcomes. 30% of marketers organize events to increase their sales acceleration and lead generation.

It is clearly seen that events play a key role for marketers and sales teams in achieving their business goals and sales targets. For the majority of the businesses, February, March, April and May are peak seasons. However, the situation is no longer the same when it comes to 2020. Based on the current situation due to COVID-19, none of the big events scheduled this year will take place, not soon at least.

Basics of Online Selling

In a recent online poll by John Doherty, an expert marketer and entrepreneur, 56% of the respondents said that they had observed a major decline in their leads. While others may consider this pandemic completely unfortunate, we at Targeto consider this as an opportunity. It’s time to exploit the perks of online marketing to its fullest. Before the whole pandemic of COVID-19 took over the world, most people were already accustomed to making purchases online.

People like conveniences that online shopping brought within itself and now it’s their only choice. On average, a potential customer has to interact with you on call, through email or an ad-campaign before making a purchase. None of the aforementioned steps requires any physical contact or interaction.

Rather than laying off personnel and thinking about putting your business in a state of rest, use your employees in generating leads online. Smart business owners are already hiring marketing agencies and consultants to aid them in meeting their business objectives because they of all people know that this is not the end.

Generate Leads during Covid-19

While all this prevails, businesses can still manage to get back up, dust themselves and work on generating leads. Running a business is all about adaptability. When times are uncertain, you start working on your strengths, and currently, online business is our only hope. Here is a list of recommendations that can help you adapt to the current situation, and within a few days, you will see your business improving.

Audience Retargeting

It’s time for you to get back to your marketing segments. However, you need to remember that people are no longer thinking the way they used to. Nowadays, people have a different approach, their needs have changed, and therefore, they will not make any investments unless the solution is directly associated with them.

If you have already built an audience on your online channels, this is the right time for reminding them of your existence. Creating targeted communication focusing on the current situation and the benefits provided from your solution, will stimulate their action.

Reallocating Budget

Live events and social gatherings are no longer happening. Now, businesses can focus all their time and investments on online lead generation and digital marketing. We might as well consider that majority of your prospects are always working from home, spending most of their time in front of a screen, right? So, that means you can have a better response rate.

It’s time you rethink your strategies and allocate more budget to utilize virtual substitutes and digital frontiers to generate demand. So how do you do that? Engaging the audience on digital platforms requires businesses to create and deliver rich content, host virtual events, setting up an online marketplace and increase customer interactions through video calls.

There are plenty of services out there that can help you in such a transformation.

Discounts and Packages

Nowadays, people are more price-sensitive than they have ever been in history. So, whenever they see a cost-effective option, they opt for it before someone else does. Not only is this a great opportunity to sell things in bundles but also putting discount at any time serves as a lead magnet. A key element of smart marketing is targeting emotions.


COVID-19 has, without a doubt, disrupted the business world and the global economy and in times like these, businesses need leaders who can make smart decisions rather than create more panic. At Targeto, we are committed toward helping businesses attract leads online during these hard times. We are supporting entrepreneurs every single day creating a steady flow of leads coming from their online channels. If you are not generating leads online right now, you might want to invest some resources into your online acquisition system.

Email list on a computer laptop screen. Office desk, modern workspace, green wall background. 3d illustration

How to write Personalised Emails that convert on your clients!

Nothing like something which recognised us has the power to grab our attention.

From our Vocal Assistant greeting us, to having our preferences automatically saved while browsing through eBay, seeing our name or nickname is a move that grabs our digital attention.

When digital marketers are thinking about how to orchestrate a digital marketing campaign, they have two enemies to defeat: the spam folder and the annoyance a customer can feel seeing a commercial email in their inbox. How can this be solved?

There is a series of useful steps that can be taken to avoid both the problems above. Let’s see what a digital marketer can do to make customers feel valued when receiving emails:

  • Collecting personal data: when someone signs up to our newsletter or fill a form to access the services we are selling, there are a few data we ask. Name, surname, date of birth are information that can help us to build a personalized email. It can appear an obvious step to take, but addressing someone with their indicated name or nickname is a fundamental step to welcome them. A simple “Hello, Frank!” has more appeal than a generic “Hello!”. Besides, make sure to include and write about content that your users already checked. It’s demonstrated that when you sent an email containing suggestions about products similar to the ones the customers already purchased or searched about, more than 90% of potential buyers will feel more inclined to visit again your website. Due to the new norms of privacy — but it should be standard practice — we want to be careful with the data we collect and use to write a customized email. A competent digital marketer doesn’t want to make the brand that hired them to appear like a creepy spy. And that brings us straight to the second point.
  • Monitoring users’ activities: you want to know what users on your website search mostly for, and you can use it to forge emails based on that information. While monitoring which parts of your website and digital campaign are working on bringing you more new users, it’s also useful to investigate which part of your website appeals to users less. You can take this chance to discuss and strengthen those parts of your digital campaign that aren’t working as you wish. Collecting this type of data about traffic, target and so on, is a specialized task and you should have professional taking care of it. The reason is straightforward and not at all different from the one of the above points: you want to know what your customers like therefore you can be able to offer them content as pertinent as possible. At the same time, you don’t want to make your potential buyers feel spied or stalked. Customizing an email means knowing that Mrs. Smith is searching for a book that you want to sell and send her an email about deals and sales about that book or the author, not letting her know you saw her having a look at every section of your website. Flooding Mrs. Smith’s email box with tons of emails for every research she did is just going to label your brand as a nuisance and win a place in the Spam folder.
  • Pay attention: as you know, the devil is in the details. When reaching out for a customer to promote your product, you want to tell them you have the perfect product they’re searching for. It’s important to start in the right way. We said addressing the buyer with their name/nickname is a good move to engage with them while offering a deal or more information on the sale you hope they want to conclude. However, one of the most important things is to proofread the emails you’re going to send and to make sure that they don’t contain any mistake. Hire a copywriter who can make sure your emails are going to look personalized and not merely automated. You can — and should — use automation tools to send emails, but you are going to want to avoid that the sentences appear robotically written.
  • Clarity is a virtue: nobody wants to open an email from a brand or a business and being hit by a stream of words. Your message must be simple and clear. Why are you writing? What are you promoting? You have less than a minute to grab potential buyers’ attention and let them know you thought content for them. You can’t include everything you want to say about your product, so pick its most reliable quality, its affordability, or whatever it makes your business unique. Speaking of clarity, you might find the need to split your usual target into different groups — let’s say age, Country, interests, and so on. This operation can be particularly helpful while trying to write multiple emails for different customers. You know what these people have in common and how to speak to them.

There is another part of the digital marketing strategy in this field that you should keep in mind while discussing your digital campaign with your team of professionals. Until now, we have spoken about what you can do to communicate via email with your audience without annoying it.

How about what they can do when receiving your emails?

There are different things you can do to make your email more appealing:

  • Ask them what they want to receive: when potential customers sign up for your mailing list, you can structure the form they have to fill giving them the option to select which type of content from you they would be more interested in seeing.
  • You can make the emails interactive: include links that bring the customers in the area of your website they visited previously. You can ask for their opinions via survey or obtain feedback in the same way. Not only this is a useful method to understand if your message is being delivered in the way you want it to, but it also lets your clients know you care for their opinion.

A group of professionals is also going to help you decide what frequency you should send your emails and what type of message can be more useful to deliver every time. They can also help you fix a realistic goal in terms of interaction and return of your investment.

So, we have seen that emails should be appealing to the customers, customized, not a cold sale, friendly but professional.

Is there anything else you should know?

It’s worth adding that the best way to obtain a response from the emails you sent is to tell a story. People have a little interest in talking with a seller, but you can appeal to them giving a content that explains something. It’s up to you deciding if you want to narrate about your business or a topic that is spreading online. The important thing is not forgetting that nowadays people want more than information. Customers — or potential ones — visit your website for specific about your products, but you need to direct them there giving them more than just a product. You want them to enjoy an experience — and speaking of this approach, you can read more in this article.

For example, let’s have a look at how an email shouldn’t be written:


Thanks for your visit on Wednesday. We’re very sorry you didn’t buy anything — but we saww you searched a lot for that book Digital Marketing & New Media.

That’s a pity, we have tons of books we’re sure you can appreciate, how about these?

Storm of Love, by J.K Lovely
Will lady Kathy find the love of his life? From the author of Forbidden Love another story full of mystery and passion

How to Become Millionaire Selling Biscuits, by G. Man
In his autobiography, the millionaire G. Man will explain you how to reach success in both your professional and personal life.

How to Use Social Media without a PC, by A. Turing
Have you always wondered how self — made billionaires makes even more money with a witty post? Ask no more, this book have the answers.

We hope you’ll like our suggestions, see you soon on our website!!!

You don’t need to be an expert to feel a shiver running along your spine. Imagine opening your email box and finding this email. An email which tells you exactly when you searched for a particular item as if the Big Brother is communicating with the customer. No pictures, just words. Typos. A wrong character in the nameless greeting. No links the customer can use to be quickly redirected to a website. And, worst of all, barely one on three options from the list could interest the user. 
Not only this email isn’t interactive or appealing, but it’s also won a special place in the Spam folder. This is just a made-up example, of course, but we all have received something similar before. A message written in this way doesn’t carry any value: it doesn’t speak about a product the customer could be interested in, it doesn’t offer deals or any useful information, and it doesn’t make any more accessible for a user to reach this fictional company. If someone had written it in reality, it would have been a waste of time and money.

How should this email be written to be more appealing?

Hello David,

Thank you very much for your subscription, we’re thrilled to have you with us!

We think you would like to know about our newest deals:

20% Less on all books purchased during this weekend

Free shipping for your first order

And don’t miss our new selection of Marketing books!

How to Become a Marketer, by S. Kido

Digital Marketing and More, by H. Crystal

Discover more at

The difference is enormous, and this made up email has been written following the simple rules we talked earlier in this article.

If you want a real-life example, instead, have a look at Headspace’s advertisement. The message this app intends to deliver is clear, well — written and very pleasant to look at. All the information you need is in this single email


We have seen a couple of examples.

What else should you know? Well, let’s see:

  • Personalizing emails can seem a lot of work to perform, but thanks to tools like AWeber and Cakemail, and the presence of media agencies your job is so much easier than in the past years. Just remember that online business is a business just like any other else. Better hiring professionals to have a return from your investment.
  • The first email is important to engage with the customer, but you need to keep their interest if you want to keep their business. So, yes to sending them follows up after a purchase or reminding them about that sale that is going on, or a simple email letting them know how other customers solved their problems thanks to your service.
  • Keep in mind that emails aren’t only a way to search for new customers, but also to let people know about the values and the qualities of your brand. So, use content marketing! Are you not sure what is it? You can find all the information in this article.

In the end, emails are just another powerful tool for you to expand your business, but with great powers come great responsibility! A person can’t merely improvise the workload required for organizing a digital campaign, and it’s not easy to manage a mailing list that keeps buyers engaged while avoiding to submerge them with undesired messages. 
Worry not, at Targeto we got your back.

If you want to have a return from your investment — and we’re speaking both about money and time — our Media Buying Agency is the right choice. Putting your trust in a team of professional is the smart move, but this doesn’t mean you won’t have anything to say. We’re here because we want to help you to reach your goals and give visibility to your brand.

You can find us here or, if you want a taste of what we’re capable of, you can schedule a free strategy session here.

Woman Sleeping In Bed With Voice Assistant On Bedside Table Next To Her

Voice Assistants and the Future of Advertising

If someone is going to ask us to imagine the future two scenarios jump into our minds. The first one is a Mad Max’s style land where we will fight each other for the last fresh tomato while wearing spikes and driving hybrid cars that spit flames. The second one is an era where flying cars and sentient technology have made our lives more comfortable, and we can activate everything or discover everything just using our voice. Putting aside the first hypothesis — we have a taste of the technological future nowadays.

We’re speaking of the Vocal Assistants, of course, that bunch of voices that pop us from our devices from time to time: Siri, Cortana, Alexa, all the assistants which various businesses are building exclusively for their clients.

Naturally, the future where our life we’ll be automated isn’t exactly behind the corner, both in terms of costs and practical application, but ignoring the increased popularity that the vocal assistants have gained is impossible. Maybe we don’t have — yet! — a house that knows when to turn on the oven, but at least once we all have dialogued with the voice in our smartphones. Recent research showed that the large — scale users of vocal assistants at the moment are the Asian markets, led by India and China. The European audience seems to have a lukewarm reaction towards vocal assistants, with just a quarter of the population using them on a daily basis.

Voice Shopping is predicted to reach 40 Billions by 2022. Consumers are more likely to use digital-assistant technology to inform a buying decision (47%), add items to a shopping list (43%), or compare product prices (32%) than to rely on purchasing-via-speaker as their primary digital shopping technique.

We can see the world moving towards this direction right now due to a few factors such as:

  • The deal Amazon recently launched during Black Friday and Holidays season: to promote the spread of their device, Amazon Echo, Amazon gave its customers the opportunity to buy the device at a hugely discounted price. Their plan worked well and even if not all the buyers have Alexa linked to an electrical appliance, vocal researches increased in the last months.
  • The ease of use of these devices: it’s no coincidence that the majority of users consult their assistants while driving, cooking or walking. The answers are easy to obtain and it’s a quick system to find out where the best sushi restaurant is or when the postal office closes. Another big pro is that the results are geolocalized. There is no need to specify where we want to find a particular product or service if we don’t want to because the system assumes we’re interested in something that is close to us — both physically or theoretically linked to our most recent researches.

Why digital marketers should pay attention to Voice Assistants?

Promoting something always means you have to compete against others with a similar offer. However, doing so while having a voice introducing your offer to potential customers? You need to know how algorithms work to select the best results and make sure you are the one to be kindly presented by the voice assistant!

  • Focus on the ranking — the position that your ad will occupy in the list of results — becomes essential. You want your business to appear in the first place the vocal assistant is going to read out loud to a potential customer. To achieve this goal, do so you must have SEO written content and good content marketing — you can learn more here.
  • Create content easy to read and understand — focusing on the best qualities of your product and maybe offering interaction between itself and the customers. For example, various beauty brands provide the possibility to have a beauty consultation based on the result of your research: did you search a hydrating cream for your skin? The brand’s assistant will tell you what other products you could use to solve your problem or what tricks you could try. Another example? Disney created some themed games children can play dialoguing with the voice assistant. The American television network HBO created the so-called skills, an application that allows you to reach your favorite tv shows or to start to play them on your tv.

According to research launched by Google, 52% of the Voice Assistants’ users wants information about sales, deals, and offers. Even if at the moment having Ads it’s not possible on Echo or Google assistant — meaning you won’t have a random voice interrupting your question with a commercial offer — the time for them is coming. Marketers are answering preparing content marketing useful to answer direct questions such as “Where is the best Chinese restaurant?” or “Tell me where I can find a good car dealer in my town.”. They’re starting to write content which can be found easily by a search engine and offered via Voice Assistant. Even if at the moment both Google Home and Amazon Echo are still an experimental battlefield for marketers, professionals know it’s just a matter of time before vocal researches will explode. Businesses have already begun to experiment with how they can make potential buyers interact with them via a vocal assistant. The rules are more or less the same: focus on the product while showing why it’s the best in its category.

Marketers have also started experimenting with the possibilities of an interaction between the potential customer and the product via Assistant. Having someone searching via voice means the results will be more customisable, hence the need to think of digital marketing able to push content marketing that the potential customers don’t perceive as a simple advertisement but as an interaction.

This opens all a new world of possibilities where creativity can be mixed with a more practical approach:

The first question must be thinking about the Assistant itself. These are mere examples, but a marketing approach could ask: what Vocal Assistant we want to target? How does the audience perceive it? What is the typical user of this Assistant? Do they think the Assistant should be friendly or formal in its answers?

Then, digital marketers study how to approach the content. What sentences are most used to ask Assistant information about a specific product? What are the keywords? For how long customers are willing to listen to the Voice Assistant reading a result?

All these questions don’t have a general series of answers. As it always happens in marketing, every brand or product is unique and needs to collect data about users in order to build in the future an effective voice-driven marketing campaign.

However, how can the Vocal Assistants help digital marketers in converting users into customers?

Customers generally do the researches before buying something, and they use different devices for this. Since the Vocal Assistants are a new branch, the market is still studying how they’re mostly used when it comes to researches for a product. Right now, it seems that Cortana, Alexa, and all the other Assistants are used for quick inquiries such as Give me directions for the library or to find a business like Where can I buy a new laptop? As you can see, these questions require short, direct answers.

Then again, the importance of an SEO correctly written content comes to light. To index your business, so it will appear in the list that Voice Assistant is going to propose to a potential client, you must use the right keywords and think sentences that can be easily read. Always keep in mind that the significant part of the users is doing another activity which is competing against you in terms of attention. The result returned must contain all the information the user needs and nothing more. In creating the content for a Vocal Assistant, you can be as creative as you want, but when trying to push your product, you must focus on, well, the product itself. Moreover, yet, you must avoid being perceived as an invading advertisement. Tricky, right?

Voice-Activate Your Marketing.

It’s vital to keep in mind that an interaction between a Vocal Assistant and customers is a different dimension than an advertisement found or proposed when a person is searching for a product online using their smartphone or computer. When “talking” to an Assistant the exchange becomes more private. Personal. The space between the person and the Assistant is closer than when they use another device: they’re driving, or they’re in their homes interacting with this specific device while talking to it. The last thing a buyer should want is to be a nuisance for a potential customer. It appears that customers want to feel valued as a person first, so when they ask Cortana for a product, they want to know the critical information and some interaction, but not a cold advertisement that pushes towards other products as well.

Voice assistants are capable of performing quite an impressive number of tasks: offering you music, control any device connected to a smart home automation hub, reading an ebook or a recipe. In changing the way customers interact with them for marketers means the necessity to place high attention on keywords and focus on natural language. Alexa or Siri’s users don’t want just information, but a conversation as well.

No Direct Advertising for now, but big perspectives.

Since the producers of the Vocal Assistants have forbidden for now direct marketing, marketers are turning creative offering an experience. What does this mean? It’s not possible to launch a standard advertisement due to the forenamed rules that forbid the practice. It’s possible, however, creating content that interacts with the user while talking to them about a product. The interaction is nothing poetic: the Assistant answers to direct questions. However, this doesn’t have to be a sterile conversation. All it depends on how the content the Voice Assistant is reading has been written. It can provide information without sounding cold or distant, and it can convince the user to visit the website of that company, when not order the product directly.

We have seen how the advertisement via Voice Assistant is slowly starting to gain popularity. Ignoring this new branch of the marketing isn’t a real option for businesses and entrepreneurs that want to promote their products in the next years. Since the possibilities are still developing we can only imagine how big of an impact this is going to be for the world of digital advertising. For us marketers, this is good news! We are going to find a new, engaging way to communicate with our prospects.

Mature african american coach explaining strategy to his team with copy space. Successful businessman presenting new project to employees during meeting room. Conference speaker talk to audience while giving presentation on whiteboard to business group of people.

How Personal Branding Can Increase and Expand Your Business

First of all, what is this famous personal Branding?

There is a lot of talking around personal branding, but only a few people know exactly what it is, and how they can use it for their business’ purpose. 
Having a successful personal brand means that you have learned or discovered how you promote yourself, and consequently whatever business you’re running. Gaining this type of self — promotion it isn’t a task that can be accomplished in a couple of weeks. It requires a precise mix of experience, competence, and skills in what you do. The questions you should answer are:

  • What am I exceptionally good at in my field?
  • What does it make myself and my work unique?
  • What are the values that better defines who I am and what I do?
  • How am I different form the competition?
  • What is my positioning in the market?

You want the world — or at least the people in your field — knowing you, not because you require it to bow your presence, but because a professional as you are wants to make his business succeed. Moreover, for personal branding, the business that needs to succeed is your own persona.

Using personal branding in the right way means telling your story, your experience, your accomplishments, your passion and your succesful case studies.

The main goal of personal branding is making you stand as an authority in a specific branch.

If you can count on a team, like ours at Targeto, able to help you reaching this goal in the right way, defining who you are will be strictly connected on what you do. You have to put a unique sign on your work. It won’t matter if others offer the same service you do, because… well, they won’t be you, they won’t have strong characterisation.

You are the Authority of your field, the leader to follow and everyone is going to approach you to make business with you!

Think about it: corporates and Fortune 500 have their own branding, but it’s referred to an entire business, not to someone in particular. For example, you know that on Pinterest, you’ll find whatever type of image you can desire. That’s their brand: they offer you pictures that you can save and organise. However, you don’t know who is the person or the team that works to improve the pinboards. Their style can be unique, their work excellent, but at the end of the day, you don’t think about Team X, you think about how cool is Pinterest.

For an entrepreneur, having a strong personal brand determines to have the opportunity to attract both customers and general recognition of their skill. When their audience thinks about them, they know what this person does well, where they can be found, why it’s worth having business with them or listening to them. They’re not, Person X!
Now, speaking professionally, your brand is the perception that an audience has of you. It’s a combination of what people find about you online, what your business does, what type of interaction you have with others.

Before the Internet Era, having a personal brand for many people who weren’t politics or working with traditional media, revolved around having a portfolio of works and a well — crafted business card.

Today, business card has been substituted by the websites, and people want to find your portfolio online. It’s easy to reach, anyone, anywhere, at any time.

Time changed, and so did personal branding.

Here are some reasons you should take into account when pondering if you need to build or strengthen your personal brand:

  • Simply being online, having a “nice” website isn’t enough anymore — your profile and work’s value risk to get lost among the hundreds of voices that ask to be listened to.
  • Defining who you are as a business and what you do better or in a more effective way than others helps you to establish a unique identity in the same field where your competitors work. In this way, whoever will want the particular service you offer will know that you are the person they should look for.
  • You want to identify and know your ideal audience, and you want to match their beliefs or needs, since, let’s say this once more, you need personal branding to improve your business.
  • Ironically, to do so, you need to distance yourself from a behaviour too much sale — oriented. You want to offer more than a simple cold call for a purchase. Because nowadays what it works better is the offer of an entire experience — read more about this point here.

However, how is personal brand built? What helps people recognising you as an authority in what you do? Let’s see:

  • Hire a professional to design your logo. Now that even Google research shows the logos next to the websites’ titles, a personalised logo is a vital necessity to help people associated you quickly with the business you’re conducting.
  • Select a range of matching colours and fonts that will be associated with your business and use that. It’s an excellent help for customer’s memory, knowing which aspect your website and social channels generally have. For example, if you see a white “f” on a blue background, you know that’s Facebook’s logo. And you also know that Apple builds its channels using a considerable quantity of white background and minimalistic approach.
  • Act matching the expectations of the audience you want to appeal. For example, if you’re going to sell your vegetarian cooking course, sharing on your social channels — the official ones you use for work — photos of yourself cooking bacon or showing your support for the Meatballs Festival is going to put your audience off. The values your brand carry are your manifesto, and to be sure to acquire and don’t lose customers, those are the rules you need to follow.
  • Remember that social branding follows you in your everyday life. This aspect shouldn’t be a huge problem, because you don’t want to lie to your customer since in the Internet Era you’ll be quickly discovered and damaged by it. It’s legit for them expecting someone that wants to attract customers in a specific pool would adhere to at least the significant values of that audience. Think about the damage — and the drama — that derive when some politic is discovered acting against the values they promote in their party. If you want the votes of foreigners living in your Country, you shouldn’t talk about closing borders or building walls. Same for a brand. If you own a chain of hotels and want to attract families, family-friendly spaces and activities are a must have in your buildings.

As you can see, personal branding gives you the power to improve your business while becoming a prominent figure in your field.

This improvement means that your advantages won’t be only about money and profit, but also in terms of recognition. Become an influential voice and your business’ prosperity will follow accordingly.

Now, you can also see that building and/or developing a personal brand isn’t a journey a busy entrepreneur can make alone. It requires time and tactic building a proper stage where to show online what you can do and how well you can do it.

For this reason, Targeto, our Digital Advertising Agency, offers, among other services the possibility to implement your personal brand, if you have one, or to improve it.

You can find all the details here and if you’re not sure, why don’t you schedule a free session with our team of experts? It’s free, you can pick whatever time is more suitable for you and will answer to all your questions. Click here!

Finger pushing the happy button on a customer feedback device. Composite image between a finger photography and a 3D background.

How to Deal with An Angry Customers’ Feedback as a Digital Marketer

Let’s be honest. After working so long and with all our passion for something, one of the hardest things to deal with is feedbacks. Of course, I’m not talking about the ones which are exceptional che encourage us to do better — anyone loves to be praised for their work.

No, the significant problems that I see happen when someone has to deal with negative feedback. It’s obvious that nobody likes to be criticised, especially if the feedback isn’t a well-reasoned group of sentences, but only a confused rambling about how the service was terrible and the customer service was awful, and blah blah blah this customer promises to ruin us and never buy from us again. 
Yelp and TripAdvisor are an excellent example of such a situation. Just a quick look revealed that inside the category “negative feedback” we can have two different types:

  • The “I don’t want a solution, I just want to ramble” group, where they complain about one or more aspects of their personal experience — often using a vast amount of hyphens — without exposing clearly the problems or even ignoring the attempts from a manager to understand what exactly happened.
  • The “One or two things prevented me from enjoying my experience with your business” group, where customers voice their disappointment towards what didn’t make their time perfect, and they seem at least willing to talk with a supervisor.

Both groups can be found in any situation where an entrepreneur or a brand decides to give space to their customers’ feedback.

For example, Mr. Smith complains about how slow the team of a Firm he worked with, was to complete the project he commissioned. On the other side, the firm, knowing that the work took so much time to be completed because Mr. Smith added last – minute changes day after day. However, a reply along the line “We were late because of you changing your mind every other day!” isn’t going to be beneficial to the cause. Other users will likely read this answer as petty and defensive. 
Much better-writing something polite that recognise the delay, and vaguely explains what happened.
“We’re very sorry you aren’t 100% satisfied, and we’ll do our best to improve. Your project required many last – minute changes, and we wanted to give you the best version of it.” sounds much better than the first option. Nobody says you can’t defend your job, as long as you don’t become defensive. 
And yet, I saw even the best professionals slipping and snapping at least once after reading a particularly rude comment.
What can you do to avoid this situation?

Simple, do nothing! You don’t have to answer, reply, or worried — you need to save your time and energy for what you’re great at, doing your job.
Instead, hire an expert that will deal with these complaints about your business. It can be a single professional or part as a team like ours in Targeto, but the important thing is that it won’t be you:

  • As said, a professional digital marketer will save you time and the possible headache to deal with unpleasant situations. They don’t own your business, so they’re not as involved as you are, and yet they want you to succeed, so they will take care of all your clients.
  • Plus, a competent one will understand which problems feedback is enlightening about your business, and they will report them to you.
  • A survey enlightened that 83% of entrepreneurs who hired a third party to deal with feedback would make the same choice again, finding that professionals keep them adjourned while avoiding them the drama. 39% of these entrepreneurs also gave their marketers the power to decide if they want to provide a discount for a long — term customer complaining, or compensation in a form they think it’s acceptable.

This last consideration brings us straight to another important reason you have not to feel personally attacked by negative feedback: they can give you useful information about flaws or problems of your business that you’re unaware of. Think about it; feedback is the quickest way to realise how your brand is doing if it’s talking to the right audience, if your product is meeting the expectations. A less than positive feedback is unpleasant, and yet so useful. Checking how a brand is doing is one of the main reasons behind the questionnaires that big companies send you after a purchase: they want to check how their employees are doing, if the website and the social channels are responsive and what you think of it.

Keeping customers’ opinions in mind while doing a business is a great method for shaping a successful product.
And I’m not only talking about negative opinions. The focus is mostly on them because entrepreneurs find more difficult giving these clients a satisfactory answer, but you shouldn’t ignore the positive impressions.

In general, the rules are:

  • Write a thank you reply when someone takes the time to write something about your business.
  • Let them know you’ve shared it with your team, either to let them know the team is grateful for the kind words or that they’re working to improve
  • Use their names or whatever they use to sign their comments. A personalised answer is recognisable by tiny details like this one.
  • Avoid pre-written formula. Recent research found out that 49% of customers scroll past other comments to see if the words used in their reply has been already used. It doesn’t take that much time changing slightly answer to adapt to it, and the results are often a happier client.

When it comes to negative feedback, here it is how you — or your marketer — can proceed:

Apologise and show empathy to the reviewer

If the customer is right, the best way to act is by admitting the mistake and apologise. Don’t demand to have the last word and don’t let it became an online fight. Maybe the customer is excessive with their demands, but demonstrating sympathy, it will help to deescalate the situation. Customers usually value honesty and patience and, as we said, being sincere with yourself about whatever happened is an effective way of improving the engagement with a customer.

Use diplomacy

As we said, reading online criticism can make you feel uncomfortable or angry, especially if these comments are unreasonable or saying just part of the story. Put everything back in perspective. Think of it as a shop: once the transaction is over and the client has left your store, you can’t control what they’re going to say. Maybe you think they had a great experience, just to find out that they told people how terrible was the way you packed their purchase. The point is that you can’t control people’s opinions — and you have no right to do so — but you can control your answer. Online drama often backfires to the one that didn’t put an end to it, and you don’t want to be on that side. You’re online to do business, not to be meme material. A snapping response to an unsatisfied client will only make things worse. Be courteous, be polite, and answer quickly.

Fix the problem

Read what they have written and found a way to right the wrong. Customers want to know that you’re interested and invested in fixing the things not because they are writing a public post, but because you care for them, that for you a customer is a person, not a number of your register. Don’t be afraid to address whatever the customer is signaling you, and reassures them that your team is working on it — if this can be fixed — or that they’re reviewing the feedback. You can also offer a small compensation for the trouble if you feel it will further help you to relax the situation. It doesn’t have to be huge, but replacing a broken object or offering a voucher for their next purchase are appreciated gestures.

And if you have to fight back…

You were polite and tried to make the customer happy, but they don’t want to see reason. Not being adversary doesn’t mean letting people scream or insult you. Your best weapon, in this case, is to reply with a calm, warm post where you explain your brands’ values and why your team dealt with the situation as it did.

If I have convinced you how important it is to interact in the right way with a customer, why don’t you contact us as Targeto? If you want to strengthen your online presence managing in the right way your social channels, we’re the Digital Advertising Agency that can help you. Our team of highly qualified digital marketers is able to take care of your social channels, answer your customers, engage with them, and do everything necessary to make your brand shine above all others.

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Not doing Content Marketing? Make it part of your digital marketing strategy today!

Nowadays we are used to encounter many ads per day. Researches estimate we’re talking of 4000–5000 ads per person, between online advertising and traditional media, via television, radio, newspapers, fliers, etc…

If we think about how many of these we remember more clearly, we realize that are the ones who were giving a message we cared about and that it was linked to our interests.

This is what content marketing aims to: engage and create interest in the targeted audience. Of course, the trick is not forgetting to advertise whatever product we want to place on the market. Since customers remember better what they like, content marketing focuses on enlightening the products’ aspects that could interest more our targeted audience.

We can say that content marketing is a cornerstone on where digital marketers build their strategy.

Besides other pros that we’ll analyze soon, there are two major points we should consider when thinking about this type of marketing.

First of all, content marketing generates more interest in our brand and makes it easier for companies and buyers to connect. Thanks to social channels, for example, potential customers can find information about a specific product, but they can also interact with the seller. Users can ask questions or give us their impressions, and part of the content marketing’s goal is to let them know we heard them, and we have the answers.

Second, the type of content we pick and spread online shapes the opinion that customers will build about our product/brand. Content marketing gives us the occasion to choose how we will be perceived and to act accordingly. For example, we can determine what speech pattern is better to appeal to our customers, what news about our brand is the most engaging and so on.

That means we have all the interest in creating a content that is:

  • Educational about the out product: what can we offer to a potential customer? What’s the value of our brand? Why should they pick us? We want our brand to build a connection based on trust with our customers. Digital marketing general’s goal isn’t to be artistic, but to sell something. This means that focusing on the aesthetic forgetting the content isn’t the right route to follow. We want to impress the audience in a way that makes them returning as customers. Building an effective ad means not letting the core message — buy our product — being overshadowed by the rest of the announcement. An excellent example of these are many, many ads that are witty, fun, or merely pleasant to watch, but in the end, we are unsure what type of product they’re sponsoring. A good case was an ad starring a famous actress jumping around and telling us how beautiful life is. Many people thought she was advertising makeup or a face cream due to the numerous close-ups used. Instead, she was advertising perfume. This type of misunderstanding is exactly what you want to avoid.
  • Engaging: we don’t want to bore the customers, but to intrigue them. Since we know our audience and what type of customers we’re trying to reach for is interested in, let’s talk with them about our offer. Let them know they’re valued and we care about their opinion and experience with our brand. It’s proved that customers who feel they’re seen not only as buyers but also as people tend to be more interested in a specific product and whoever is producing it. As you can read in this article, traditional marketing needed to evolve once the Internet era arrived. Doing proper digital marketing isn’t merely sponsoring a product for an online audience. It’s moving from the offer of a product to the offer of a whole experience. Customers are not going to purchase an object, but are going to engage with brands and their values.
  • SEO oriented: Search Engine Optimization is our best friend to promote our business. Hiring an SEO copywriter to write the content means having a text improved for being tracked by the search engines. So said, having our optimized content means it will be spread more largely and more potential customers are going to see it. Writing a compelling SEO oriented message requires to hire professionals who can write using the right words to be found by the search engines.

So, we saw that content marketing helps our digital marketing strategy to increase our sales and better interact with the audience helping us to convert it in customers.

Organising a digital campaign with solid content in it, offers a lot of advantages in terms of conversion visitor — buyer.

However, there are others it’s worth mentioning:

  • As you can read here the use of Ads Blockers has increased drastically. People want to interact with what they find valuable or interesting, as long as it’s more than a simple invitation to spend. More meaningful content we have, more people will be glad to read it and search for it. Contacting professionals is the right move to do to ensure that we won’t get lost producing appealing material that forgets to mention or give the proper importance to the product we want to promote. As we already said, we want to sell and engage in finding the right balance between these two topics.
  • People’s attention span is between 37 and 45 seconds at best. That’s the time we have to impress enough a customer to convince them to know us better. And this is also why you need to hire a team able to orchestrate the right digital marketing campaign pushing the content marketing to both promote your product and create something your future customers can relate to. Highly customisable content is the online version of excellent customer service. There is strength in numbers, but we can gain said numbers making every follower — and hopefully potential buyer — feeling valued. If we want people to listen to us we have to give them a valid reason to do so.
  • We need to take care of our social media! Sometimes, entrepreneurs mistake their social media pages approaching them as a simple way to use to redirect their audience to the main blog, when not a one-for-one replica of their normal website content. Every social channel is unique, and it counts on its audience. This audience is used to that social channel’s usual approach. A team of professionals can take advantage of it studying the best way to articulate posts and sending messages. Sure, redirect people to a website where they can buy the product is the core of this operation, but intriguing the audience is a better move than just a vague invitation to visit the website.
  • Also, in this article, we can see that it is worthy of investing in paid ads as long as professionals are taking care to build them for us. Content marketing improves the digital one enriching it with more than selling information. It enlightens why your product is unique, and it makes having a return from your invested money faster. Researches have also shown how who decides to use content marketing can count on conversion rates that are nearly six times higher than their competitors. Now, what does this mean in terms of return of investment? Simply that more traffic equals more viewers for your paid ads. More viewers mean the real possibility to convert users in customers.

More and more businesses and entrepreneurs are realising that it’s difficult to keep the balance between the wish to promote their product, engage with their future or actual customers, and having a return from their investments.

However, we can have the best content marketing in the world, and yet the advertising we paid for isn’t obtaining the views we hoped. This could happen because content marketing isn’t supported by the right paid ads strategy or is not targeting the audience that it should. Or simply, the brand needs more visibility.

Our team at Targeto can help you! We are a Media Buying Agency the purpose of which is to push your paid ads through the best channels for them. We’re going to help you to monitor the results and to improve them thanks to a data-driven approach. Contact us for a strategy session, it’s free!