Marketing during the COVID-19 crisis has become complicated.
Most of us have been home for a while now, and the initial shock of COVID-19 is starting to fade. As a result, many of us are beginning to think about what we should be doing to maintain our businesses during this crisis and come out stronger when it fades away.
We’ve never been in a situation like this before, so we can’t search Google looking for how these challenges have been addressed before. However, most of us have been through enough ups and downs, including the Great Recession, that we have some ideas about what might help us now and in the future. The goal is a quantum leap forward once this is over, coming out more robust than ever before.
So, with that said, here are some steps we at AlturaSolutions is suggesting our clients take now:
Realize that it is not business as usual.
I don’t know about you, but I’m getting emails and newsletters from organizations promoting their products just as they were six months ago. Nothing is the same now. That has to stop.
We have already addressed this in videos as well as in blogs. Going dark now will make it much harder to get moving and take advantage of opportunities once this crisis fades. Keep the marketing machine running.
Stay in contact with your clients in as many personal ways as possible.
One of our clients sends mailings using Word. Although these messages go out to scores of different people, each email is personalized as much as possible, and each includes a note of support and encouragement.
Publish quality content and lots of it.
Everyone is home now on their laptops. Studies have already indicated that the number of visits to social media sites has skyrocketed in the past weeks, as have the number of searches on major search engines.
Quality content boosts both your social media strategies and search engine optimization.
Focus on the strongest industries.
Some of our clients serve multiple industry sectors. Unfortunately, some of those sectors and the organizations serving those sectors may be in fragile positions when the clouds of this crisis are lifted. Further, some may not make it. Decide which industries and which organizations you work with are most likely to come out the strongest after this situation has faded. This is where you should place your focus now.
Every sale is essential.
Instead of just one salesperson handling a sale, consider making it a team effort. The more hands on deck, the more the ship stays on course, the more likely the sale will be made.
Because nearly everyone is working at home now, when holding video meetings, ask to meet your clients’ and prospects’ kids. Wow, that can give them a warm feeling about you, and this intimacy can strengthen current and future business relationships.
Keep your eye out for new technologies.
Several are being developed now, helping people work together more effectively during the crisis and again once it’s over. This is likely to encourage more employers to allow more of their staff to work remotely, moving forward.
Finally, stay optimistic.
As bad as things may look, most economists still believe we are either in for a short “V” or, at worst, a long “U.” Things will turn around. We just don’t know when or how fast.
This short video offers even more insights.