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Insights and Expertise

Successful digital Strengthen customer relationships

During difficult times, your customers will look to you
marketing during for assurance that you have their back. Through cost-
saving marketing channels like email marketing, social
uncertain times media posts and newsletters, you can maintain open
communication channels.

By Jaki Kackert Holding virtual webinars on Zoom or live Q&A sessions
on Instagram can also increase engagement and help
Creative Marketing Consultant highlight what your organization is doing as a trusted
provider to address their immediate concerns.
he payments space is highly dynamic and
fiercely competitive, and as we continue into Leverage partnerships and collaborations
2025, trends shaping the industry – shakeups,
T mergers, regulatory changes, AI innovations – Building strong customer relationships, particularly
can weigh heavily on our minds. With the need for resell- through personalized service and community engagement,
ers and ISOs to differentiate themselves from the competi- can be effective in relationship marketing and help you
tion, the ability to adapt communications and marketing compete effectively with diminished budgets.
strategies will be key to their longevity.
Partner with complementary businesses to cross-promote
Resellers and ISOs need to maximize the impact of their products and services, and co-promote with influencers
marketing efforts while managing limited resources. As or industry experts who align with your brand. Take
marketers know, marketing budgets are usually the first advantage of any and all resources provided by your
to be impacted when times are challenging. But marketing processor, gateway provider or OEM.
professionals also know how to make the most of their
marketing tactics during difficult times by turning You'll discover that they've already created marketing
obstacles into opportunities. tools (sales sheets, web content, advertising and social
media campaigns, many customizable) designed to help
Here are some key strategies to ensure your business not you generate awareness.
only survives but thrives.
Engage in community initiatives, especially those that
Double down on brand trust and value align with clients, to build goodwill and brand loyalty.

Communicating honestly and frequently with your Innovate with creative campaigns
customers is key. Gone are the days when management
could sit back and let word of mouth sell their business. As a marketer, why reinvent the wheel when it comes to
generating content, especially when tasked with reduced
Establish a strong personal presence by communicating budgets? So many times we try to develop new and
your brand's mission and how it aligns with your captivating content when we usually have an abundance
customers' values. Be transparent about your pricing, of great material already at our fingertips.
policies and how you're adapting to difficult times.
Highlight customer testimonials through social media Review through existing copy to find those gems and
posts, blogs and podcasts to reinforce that trust and repurpose them. Turn that case study into a blog, reinvent
maintain credibility. your blog copy into an eye-catching infographic. Invite
that customer who gave you a five-star review to come
Focus on your core audience chat on your podcast.

Identify your most loyal and profitable customers within Uncertain times require businesses to be resilient, customer-
your CMS program, and leverage the customer data you focused, transparent and adaptable. By prioritizing
have at your fingertips to personalize your marketing relationships, offering value, leveraging digital marketing
efforts. Tailoring your messaging and offers to their needs and utilizing other low-cost strategies, you can further
and concerns, shows empathy and provides solutions that build trust, navigate challenges, differentiate yourself and
address their current challenges. emerge stronger in this ever-changing market.

Try using Google forms or the free version of Survey
Monkey to assess the priorities of your customers and gain As a seasoned marketing professional, Jaki Kackert has contributed to
a better understanding of their needs. Follow up by offering the success of organizations within the payments space and financial
incentives like loyalty programs, discounts or flexible services sector and has helped brands, both big and small, create aware-
payment options that reinforce your understanding of ness and drive results through effective marketing strategies. Contact
their pain points. her at jbkackert@gmail.com.

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