The current picture of Peru does not offer a good economic outlook: the World Bank's growth estimate was reduced from 2.6% to 2.2% for 2023 and the latest record of the global uncertainty index placed our country among those with the worst average in Latin America. This balance has put even the most solid sales companies on alert, since the lack of clarity about what to expect in the future encourages both consumers and companies to become more cautious in their spending and, therefore, there is a reduction in the demand for products and services.
So, how should brands deal with uncertain times? What strategy should they implement to survive the off-season? Beyond internal measures and other administrative issues, the answer seems quite simple: increase sales. How to do this is precisely what we are going to address in this article, at least from the marketing side.
While it is true that in business there is no formula to guarantee success, in sales we know that there are key moments to achieve it. Within the sales funnel , the consideration stage is where the customer carefully evaluates the market options, and the decision stage, where they choose to make the purchase. Likewise, it is in the post-sale or loyalty stage that they decide to continue buying more or acquire another product from the same company, which is why it is common for companies to associate upselling and cross-selling techniques at this point , respectively.
Brands focus their content marketing strategies on capturing leads turkish mobile numbers rather than making sales and building customer loyalty, according to the Content Marketing study by MU and Datum (November 2021).
At these stages, it becomes important to provide a powerful resource that helps to take the final step, and this is where we must think about valuable content. According to a study by Kantar TNS, Peruvian consumers look for content about the product before making an offer: 94% buy a product based on what they research on the Internet. However, this resource is not optimally used by brands. The MU and Datum Content Marketing study reveals that 75% direct their content to finding leads and only 16% direct it to closing the sale. What's more, there is still a lot of room to reinforce strategies focused on building customer loyalty and achieving customer retention, since only one in ten applies it in the post-sale stage.
Now, brands create slogans and goals, but these messages require content that gives them more depth to achieve more efficient commercial management. For César Meza, general manager of MU Marketing & Content Lab, content marketing is effective especially when compared to traditional strategies.
“The basic speech, which is aimed at showing a lower price, a promotion, or mentioning that the product is good and better than the competition, is fine, but content marketing can make the difference by giving depth to the brand's value proposition. All of these messages, with the depth that you give them, can help the person make a decision to buy your product or the competition's,” he mentioned, adding that, although price can be important and sensitive for the buyer, it is not necessarily a decisive factor.
In other words, to support a traditional sales strategy, sales arguments need to be more powerful or well-founded. To do this, it is key to have a narrative and a quantity of content that supports this explanation in different formats, such as video, graphics or photographs. Meza mentions some examples: “you can give a detailed comparison table of each of the attributes that your product has versus that of the competition, testimonials or stories from clients who have already used it. You can even talk about the post-sale benefit that you provide to the client once they buy the product.”