7 WAYS TO ELEVATE YOUR MARKETING IN UNCERTAIN TIMES
When times are uncertain, taking no action is in itself an action—one that can end your relationships or business. No company or individual can maintain the status quo while the whole world suffers the same way. Beyond pivoting your plan, you can also elevate your marketing it with any of the following ways.
- Become familiar with social media and engage followers
- Double the amount of blogs you create
- Expand SEM (Seach Engine Marketing)
- Set up free webinars on Google Hangouts, Zoom, or Microsoft Teams
- Create email campaigns that let your audience know what you are doing
- Call your current and potential clients and customers
- Post on LinkedIn (video or text)
Read on for more information that will help you elevate your marketing with real-world examples.
1. SOCIAL MEDIA CAMPAIGNS IN UNCERTAIN TIMES
Social media is essential in many companies that have a product or service—especially those that are B2C. The products you post on Instagram, Facebook, and Snapchat should be sensitive to the times.
Posting about a television or YouTube concert where donations benefit first responders and hotspots is a better approach than posting a summer music festival that will attract 1000s of people. The purpose might be to bring awareness to artists and events, but there is a better way to pitch that. Also, for those that ‘like’ or leave comments, reply to their comment—and better yet—follow them. Remember, the goal is to elevate your marketing.
As Google says, “Though we greenlit this campaign last month/last week/yesterday, is it still right for the context and moment?”
2. BLOG ABOUT RELEVANT CONTENT IN UNCERTAIN TIMES
The head of MDINC says, “Blogging when you are not sure of the future of your business—or aspects of your business—can be cathartic. We are all in this together in different ways. Be there for your clients, give them the content they need, and do it authentically.”
Travel agents should not talk about taking a vacation now, but perhaps focusing on taking a vacation to Austalia in January can give travelers a moment to fantasize about future travel while also being sensitive to country-wide travel bans.
3. EXPANDING SEARCH ENGINE MARKETING
Being mindful of Google’s terms of service for marketing during Covid19, choosing keywords to target can help bring more visitors to your site and possibly more conversions. Now is not the time to create ads for salons, sports, or group events.
Greg Markowitz of Thrive Hive says, “One thing is for sure during these times of crisis. With so many people at home, there are more eyes on the Internet than ever before. It is imperative that advertisers at a minimum keep their current SEM spend. Ideally, if they have the ability to increase it they can take advantage of both this additional search volume as well as their competitors making the mistake of scaling back their campaigns.”
4. WEBINARS: GIVE INFORMATION FREELY
Many organizations are offering information online—and doing so for free. From tours around the Louvre and the Metropolitan Museum of Art, to state and federal parks, you can experience so much without leaving your home.
Cal Thomas of Tailwind Sandler Training provides webinars under normal circumstances and continues in this new climate. Thomas says, “I believe informational “Complimentary Webinars” should be a part of every sales professional’s prospecting activities. While we should not be shoveling the features and benefits of our specific products and services at our prospects, or providing hours of unpaid consulting we should share general knowledge that can add value to our business and professional communities.”
5. EMAIL CAMPAIGNS IN UNCERTAIN TIMES
Think of how many emails you’ve received from the places you shop and groups you’re involved with. Elevate your marketing with simple touch-point emails.
Ellen Smolko of Foresight Performance says, “Email marketing and social media are two channels that a business owner can learn to do on their own, the barriers to entry are fairly low, and they are effective when done right.”
Like many account executives, sales professionals, business development professionals, or business owners, you are feeling uncertain about the future—even if it is unrelated to the pandemic. It is likely that your clients will read an email in a time where individuals are home and on their devices.
6. CALL CURRENT AND PROSPECTIVE CLIENTS
Frank Morales of Coaching Wip says, “Call your clients and talk about them. Ask them how they are doing. Talk about the future. Help them think through what they must do once this all ends.”
With a lack of social contact and an increase in social distancing, many people seek conversations with those that are not in their household. Pick up your phone and reach out to your centers of influence, valuable relationships, and your peers.
7. LINKEDIN VIDEOS
Do not forget the power of LinkedIn. As a reminder, videos posted on LinkedIn earn over 3x the engagement as compared to text-based posts. Again, people crave human interaction—even if it is one-sided and not a conversation you can participate. Video is a simple way to elevate your marketing in a normal environment, but even more valuable to master while working from home.
Kerry Barrett of Kerry Barrett Consulting remarks, “If you don’t have video out there, you are missing one of the easiest, most efficient, effective, and inexpensive ways to market your business.”
SUM IT UP
Even if you cut your budget, you can still use your time effectively. Do what you can, but do not stop moving forward by elevating your marketing efforts.
For more information on pivoting, prioritizing, and elevating your marketing strategy in the coming months, please contact MDINC today.
