Marketing your Business in a COVID-19 World
Every day I’m asked: Is it too soon? Are people selling? Are people buying?
The following are edited excerpts of an article written for What They Think and Printing News 2 weeks into the COVID-19 global pandemic.
While focusing on a marketing campaign may not be top of mind, communicating relevant information with customers, prospects, partners and employees has become essential during the COVID-19 pandemic. Companies large and small are walking a fine line between capitalising on the current global health crisis – and helping people adapt with products and services that meet the needs of today’s isolated, ever-changing workforce. They’re re-thinking their marketing efforts and investments.
Companies that provide communication, automation and cloud-based “access from anywhere” solutions are capturing the attention of buyers researching products and solutions. They’re taking calls, booking meetings and doing business. Sales personnel, cut off from traditional face:face relationship-building tactics, are cleaning up their CRM contacts, polishing their LinkedIn profiles, engaging with prospects and influencers – and offering help. Marketing teams are cleaning up a backlog of unwritten case studies, blogs and whitepapers. And they’re finally getting a chance to analyse, test and revel in a playground of data.
Sharing is the new selling
What you’re selling is not nearly as important as why it matters to the people who buy from you – especially now. Your customers don’t want to know the speeds and feeds of your equipment and they probably aren’t looking to “buy now”. Not only could asking too soon cause them to walk away, but in today’s world, it may be considered in poor taste.
They may, however, be inclined to book a demo, fill out a customer satisfaction survey, or schedule a consultation. Sharing customer success stories, how-to guides, industry research, and virtual tours – as well as being available, helpful and real – is the approach companies must now take. Understanding the behaviours of your current (and future) buying audience – and feeding them resources that help them make independent decisions about new solutions, trends and technologies – is the new normal.
Review your value proposition and the key messages that you’ve included in your recent marketing materials. The features and benefits that your customers cared about a few months ago may no longer matter. Choose your words wisely – or you will come across as trying to make a quick buck. Knowing who you help – and how you help them – becomes more critical than ever.
If you use a marketing automation platform, you have automated emails going out to people based on actions they took months ago. This holds true for any scheduled activities – from social media to monthly statements. If it was produced before March 15th, re-visit your message and your imagery before it winds up back in the queue.
Listen More. Talk Less.
This is a time to act with empathy and kindness. As businesses struggle to tightly manage cash flow, think about what you can do to support your community, your industry and your employees.
Read the full-length article in Printing News
Looking for ideas on how to position your solutions in these unsettling time? Let’s brainstorm ways to relieve some of the pressure and stress you’re dealing with. No commitments, no cost, no hassle – just idea sharing.
😷 Stay safe 👟stay healthy 🙏stay positive
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