The Green Sheet Online Edition
March 3, 2025 • 25:03:02
Successful digital marketing during uncertain times
The payments space is highly dynamic and fiercely competitive, and as we continue into 2025, trends shaping the industry – shakeups, mergers, regulatory changes, AI innovations – can weigh heavily on our minds. With the need for resellers and ISOs to differentiate themselves from the competition, the ability to adapt communications and marketing strategies will be key to their longevity.
Resellers and ISOs need to maximize the impact of their marketing efforts while managing limited resources. As marketers know, marketing budgets are usually the first to be impacted when times are challenging. But marketing professionals also know how to make the most of their marketing tactics during difficult times by turning obstacles into opportunities.
Here are some key strategies to ensure your business not only survives but thrives.
Double down on brand trust and value
Communicating honestly and frequently with your customers is key. Gone are the days when management could sit back and let word of mouth sell their business.
Establish a strong personal presence by communicating your brand's mission and how it aligns with your customers' values. Be transparent about your pricing, policies and how you're adapting to difficult times. Highlight customer testimonials through social media posts, blogs and podcasts to reinforce that trust and maintain credibility.
Focus on your core audience
Identify your most loyal and profitable customers within your CMS program, and leverage the customer data you have at your fingertips to personalize your marketing efforts. Tailoring your messaging and offers to their needs and concerns, shows empathy and provides solutions that address their current challenges.
Try using Google forms or the free version of Survey Monkey to assess the priorities of your customers and gain a better understanding of their needs. Follow up by offering incentives like loyalty programs, discounts or flexible payment options that reinforce your understanding of their pain points.
Strengthen customer relationships
During difficult times, your customers will look to you for assurance that you have their back. Through cost-saving marketing channels like email marketing, social media posts and newsletters, you can maintain open communication channels.
Holding virtual webinars on Zoom or live Q&A sessions on Instagram can also increase engagement and help highlight what your organization is doing as a trusted provider to address their immediate concerns.
Leverage partnerships and collaborations
Building strong customer relationships, particularly through personalized service and community engagement, can be effective in relationship marketing and help you compete effectively with diminished budgets.
Partner with complementary businesses to cross-promote products and services, and co-promote with influencers or industry experts who align with your brand. Take advantage of any and all resources provided by your processor, gateway provider or OEM.
You'll discover that they've already created marketing tools (sales sheets, web content, advertising and social media campaigns, many customizable) designed to help you generate awareness.
Engage in community initiatives, especially those that align with clients, to build goodwill and brand loyalty.
Innovate with creative campaigns
As a marketer, why reinvent the wheel when it comes to generating content, especially when tasked with reduced budgets? So many times we try to develop new and captivating content when we usually have an abundance of great material already at our fingertips.
Review through existing copy to find those gems and repurpose them. Turn that case study into a blog, reinvent your blog copy into an eye-catching infographic. Invite that customer who gave you a five-star review to come chat on your podcast.
Uncertain times require businesses to be resilient, customer-focused, transparent and adaptable. By prioritizing relationships, offering value, leveraging digital marketing and utilizing other low-cost strategies, you can further build trust, navigate challenges, differentiate yourself and emerge stronger in this ever-changing market. 
As a seasoned marketing professional, Jaki Kackert has contributed to the success of organizations within the payments space and financial services sector and has helped brands, both big and small, create awareness and drive results through effective marketing strategies. Contact her at jbkackert@gmail.com.
Whether you want to upgrade your POS offerings, find a payment gateway partner, bone up on fintech regs or PCI requirements, find an upcoming trade show, read about faster payments, or discover the latest innovations in merchant acquiring, The Green Sheet is the resource for you. Since 1983, we've helped empower and connect payments professionals, starting with the merchant level salespeople who bring tailored payment acceptance and digital commerce tools, along with a host of other business services to merchants across the globe. The Green Sheet Inc. is also a proud affiliate of Bankcard Life, a premier community that provides industry-leading training and resources for payment professionals.
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