The COVID crisis continues to change the way consumers shop and how we all conduct business. For many companies, this means relying more heavily on E-Commerce and digital marketing opportunities. Halting advertising expenditure could have a crippling impact on your future opportunities.
1. Silence is your enemy
Silence is the worst possible response to a crisis like this one because the conversation will continue without your brand’s input. Your clients are looking for answers and solutions to their problems and if you aren’t there to present them with this, they will turn to a competitor that will. We urge you to communicate instead and present a proactive response that will have your client’s feeling at ease. This will also alleviate confusion around how your brand is affected by the crisis and what they can expect from you in the weeks to come. In addition to this it shows you are mindful and care.
Many businesses, large and small, have a huge source of great ideas that can help them improve, innovate, and grow, and yet so many of these companies never think of using this amazing corporate asset. What is this highly valuable asset? Its own people. Says Morgan Fraud, the author of The Thinking Corporation, “Given that we are all capable of contributing new ideas, the question becomes how do you successfully generate, capture, process and implement ideas?” Becoming an organization capable of answering this question can benefit in a number of ways:
2. This too shall pass
This crisis has resulted in the cancellation and/or postponement of all promotional events. This has had a huge impact on the business community and staying relevant is no longer about the type of events you host. Therefore, to stay at the forefront of your customers' minds an increased digital presence is required. Even if they aren’t buying right now you can stay on top of mind by considering their needs and ensuring constant communication. Using this time as an opportunity to be there for your customers provides them with an incentive to purchase your goods the moment the opportunity arises.
Continuing your marketing strategy allows your brand and company to become a storyteller that provides important information during times of crisis. Directing your advertising to content that inspires, educates and entertains will not only help the time pass by for your customers but will lead to a long-lasting impression of trust and solidarity.
3. Because lead generation
Communicating your brand’s identity and values will always be important. Continuing your marketing efforts will build your social media platform up with authenticity and trust. There is no better time to reflect authenticity and value then in times of crisis.
Lead generation is essential and is the process of attracting and converting prospects into leads. By not advertising now it will hinder all previous attempts at increasing lead generation and when it comes to advertising.
4. Your competitors may go silent
When you continue to advertise during this period you may easily gain an advantage over your competitors when they go silent. While everyone has cut marketing attempts you can gain an advantage above those that have gone mute for the lockdown.
During this time of peril, it is imperative to keep feeding your social media platforms. There is truly no better time to take advantage of the ever-changing digital landscape than a time that calls for social distancing and staying home. Humanity has turned to digital platforms to stay connected. Physically distant, socially connected!
Physically distant, socially connected!