With the world in lockdown, businesses closing and share prices tumbling, business culture has shifted dramatically.
For virtually all of us.
Among the many different dilemmas we’re faced with is the decision on what to do about marketing.
Many businesses and marketers are – very understandably – reacting initially by pausing or postponing marketing.
During the COVID crisis, we think it’s important that you should not simply become ‘invisible’ to your customers.
Though it might not seem natural, it might be of benefit for you to continue to communicate with them. Your approach needs careful thought though.
It’s a time for humanity, not pushy promotional emails!
Having said this some big companies are ignoring the message, getting it wrong and being labelled ‘coronavirus villains’.
For us, it’s really important that communications are genuine, sensitive, empathetic and responsible. Bill Gates says: “I don’t think you can do any push marketing right now.
“As people are trying to stay connected, it’s all through social channels. That’s a way brands can still get out there, but in a more genuine way.”
Why do we exist as an agency?
At C4B Media, we only exist to help businesses with their marketing and communications. So, to help in this very strange time, we thought we’d share some simple, practical ideas.
They’re not just about communications. But, also, about how you can use the quieter less frenetic time (if that’s what you’re experiencing) to revisit some aspects of your marketing.
- Keep in touch with your existing customers
Out of sight means out of mind, so it’s important to send personalised and helpful messages to your customers.
We’re not talking automated spam emails, but keeping in touch via whatever means, including through social media channels.
The ‘stay at home’ restrictions mean we are spending more time on our phones than ever, and 20% more time using Apps on our phones including social media platforms. With usage and engagement increasing, social media matters more than ever.
- Build your brand
People want to see how brands can provide value or help them during this stressful time.
If your products or services enhance our lives while we’re in lockdown, then tell your brand story.
Communicate the benefits.
How does your product or service help? Does your product help to distract people at home? Does it support people in their jobs whilst working at home? Clarify your brand’s unique value in this culture of uncertainty and share it. Be even more visible.
Be careful, though. Keep the focus on helping people and don’t put yourself on a platform above others.
- Revisit your customer journeys
Take a new look at the journey your buyers take in order to buy from you and make some changes. Small adjustments can have a big impact, for example on converting website visitors.
Start by revisiting your case studies, recommendations and reviews and weaving this evergreen content throughout your website, before sharing on your social media.
These positive stories about your business are sure to convert those potential customers who are sitting on the fence, into sales.
This is also a great opportunity to undertake a review of your website, to optimise and personalise the user experience, to improve navigation and to revisit your SEO strategy.
- Improve your measurement and monitoring
Marketing is an investment in time and money, so it’s vital that you know how it is performing. If you haven’t done it already, set up some key performance indicators (KPIs) for your marketing. These may be sales figures, number of leads generated, website visitors or referrals.
The next couple of months might offer an appropriate time to configure your Google Analytics correctly, maybe to set up some goals in line with your strategy and to review some of rich data your Analytics package has to offer.
Measuring the ROI of your social media activity will also help you to make decisions on what you need to change here – and what you should do in the future.
Explore how social media is contributing to your KPIs, in terms of engagement, visibility and profitability.
- Test, learn, test
These are certainly testing times for many businesses.
It’s all new and we’re all in the same boat together.
It’s also absolutely okay to be testing various forms of communication to see what works. If something doesn’t pan out for you, move on and try something new. It’s all a learning experience. If you find something that works for you, then great! Try more of the same 😊
We’re here for you
Nobody knows for sure when we can expect to emerge from lockdown, but it’s fair to say that we’re all hoping for it to be some time this year.
Here, at C4B Media, we want you to know that if we can help you at all through this, we will. Because together, we are stronger, happier and more positive.