April 20, 2020
Agility, patience and resourcefulness are what you need.
The challenge facing all marketers is how to generate revenue with so much uncertainty. Today’s reality is quite different than it was just a few months ago, and that means marketing is more critical than ever. Activity rolled out now could become the most important, impactful and valuable activities in your company/businesses history.
Here are some tips on how you can manage your marketing efforts in the months ahead.
Keep communicating with your customers
It’s business as usual for your customers and partners and they need to hear that message. Customers need to see that your business is stable. Be consistent and over-communicate during these uncertain times. They will all be online quite frequently, so be where they are, show up and increase your social activity. Be helpful, add value. Don’t stop.
Create new tactics to execute planned campaigns
Moving forward with any planned activity will demonstrate that your business is surviving through this downturn. You may have to adapt the activity and execution will likely require new tactics for this new era. Embrace new tools and technology, and be willing to learn and adapt quickly. For example, did you have an event planned? For now, focus on being the best company at hosting virtual/online events. Presentations, expert panels, coffee breaks, office hours can be virtualised with some creativity and offer opportunities to build connections and relationships with key audiences.
Invest in team relationships
Maintaining your staff’s trust and your own credibility is a top priority during challenging times. Do not lie about the current climate. Tell the truth and most importantly, come together. If you roll up your sleeves and power through as a team, you will be stronger and more agile in the future.
Shine as a leader
Leaders shine in challenging times, and now is the time to take that role. Your company needs to know that everyone can rely on the marketing team to lead, and then demonstrate that through action. Map out a few examples of activities your team will be launching in the months ahead, and inspire other departments to do the same, and set the example for proactive teamwork to combat this challenging time.
Help, add value and don’t exploit
If you really have an offering that can help your customers through this time, then offer it. If you don’t, then don’t exploit the pandemic for your own gain. Instead, focus on strengthening customer relationships by being helpful and adding value. Keep front of mind and customers will likely remember your helpfulness when we come out the other side and your brand will be stronger for it.