Five years ago, we experienced a seismic shift that changed our personal and professional lives in ways we could never have predicted.
The pandemic triggered a dramatic and rapid pivot of everyday life into the online world, a trend that is still very much with us today. When I think back to the months we were in lockdown, there are two things I remember clearly: the uncertainty and mistrust people felt in the messages being communicated, and an overwhelming need for human connection, despite our sudden reliance on technology.
Although we’d all rather put that time behind us, there are lessons to be learnt that are not only worth remembering, but that provide a roadmap for better engagement, strategy and communication in our digital-first future.
Here’s what we need to take forward as we continue to build brands and foster relationships in the fintech space…
The need for transparency, trust and authenticity in communications
One of the most crucial lessons from the pandemic can be taken from the widespread sense of mistrust in the information given to us. Messaging was often unclear, contradictory and, at times, unrelatable. In turn, brands struggled to keep up with the pace of change, often falling short in terms of clear communication, honesty and sincerity.
All this really highlighted the need for transparency and authenticity. In a world where consumers are bombarded with noise, they are looking for clarity, not polished corporate jargon.
To build long-term trust with consumers, it’s essential to be open and honest about your brand’s values, especially when facing challenges. Acknowledge any mistakes and openly share the steps you’re taking to address them. Avoid over-promising, instead, focus on delivering genuine, attainable value.
Additionally, actively listen to customer feedback and incorporate it into your communications. By showing that you’re truly listening and evolving based on their concerns, you’ll foster deeper, more meaningful relationships with your audience.
Balancing online and human interaction
The pandemic forced nearly every aspect of life online, but it also highlighted a critical paradox: while technology connects us, it often leaves us yearning for more authentic, human interactions. As we adapted to remote work, digital meetings and social distancing, it became clear that although we were spending more time in front of screens, the desire for human connection never diminished.
This has left marketers with a unique challenge: how to harness the power of technology while still fostering genuine human engagement.
To create meaningful connections with your audience, prioritise two-way communication. Rather than just broadcasting messages, use digital platforms to engage in real conversations and build relationships. Consumers want to see the people behind your brand, so try to feature your team, share behind-the-scenes moments, and humanise your content.
Invest in empathy by using data and technology to personalise your messaging, but always ensure the tone reflects understanding of your audience’s needs and challenges. Even when leveraging automation, it’s crucial to make sure your brand voice remains warm and personal in customer interactions.
Don’t neglect crisis communications
In the middle of a global crisis, the pandemic tested many brands’ crisis communication strategies. Companies that weathered the storm well were those who communicated quickly, frequently, and with empathy. They also understood the importance of being adaptable and authentic in the face of uncertainty.
The key takeaway for marketers is that crisis communication is not just about issuing statements during a crisis, it’s about establishing a framework that can handle both known and unknown challenges — whether that’s a pandemic, a PR issue, or an economic downturn.
It’s crucial to create a crisis communication plan before a crisis occurs. Don’t wait for the next challenge to start developing your response; prepare a flexible strategy in advance. Be proactive, not reactive; communicate early, before the public has a chance to demand answers. This will help you to get ahead of the narrative and be transparent about what’s happening.
During any crisis, remember to lead with empathy by showing that your brand understands any emotional and financial impact on your audience. Finally, ensure your messaging is consistent across all channels, aligning your communication to maintain clarity whether speaking to employees, customers, or the public.
Embracing the future with lessons learned
While we’d like to forget the many challenges Covid created, there are invaluable lessons that can help marketers shape more resilient, human, and transparent brands in the years to come. We must remember these lessons and apply them in real-time as we continue to innovate and build meaningful connections in a world forever changed by the pandemic.
The future of marketing lies in brands that can balance technology with humanity, transparency with trust, and authenticity with adaptability. By doing so, you will not only stand out in a crowded market but build lasting relationships with your customers – relationships that will withstand not just the next crisis, but every challenge that lies ahead.
