In the past few weeks since the UK has gone into Lock-down, we have been posting tips to help companies consider their marketing during the Coronavirus crisis. Here is a summary of the latest tips in case you missed them:
Tip #1: DON’T STOP YOUR MARKETING ACTIVITIES
As part of ‘doing my bit’ in the current crisis, I have decided to share some daily insights and tips to help your thinking and plans regarding marketing. My first tip is simply to keep your marketing communication channels open.
I know that everyone is looking at cutting costs and stopping your marketing can be very tempting in this context. However, I think it is useful to remember two things:
- If you want to carry on trading, you need to let people know you are working and able to support them still.
- This is a time-bound situation, whilst we don’t know how long it will last, we know it will finish. Trust me, once this happens you will want to have a sales pipeline.
Tip #2: FIND YOUR PARTICULAR CRISIS MESSAGE
I see a lot of online conversations about whether you should mention Covid 19 in your marketing content or not. In my opinion, the crisis is so whole-consuming that you have to make reference to it. That said, you will need to find your own voice and decide how you approach it. A few examples I liked today:
- Our client, Sentinel Group Security are looking at ways of supporting front line organisations free of charge
- My colleague, Adam Young from Fine Young Films, offering a home-made video editing service
- Here is our special offer to support companies in the transition to remote working: https://www.yourbizdevteam.co.uk/telephone-services.php
Tip #3: SET SOFTER TARGETS TO YOUR LEAD GENERATION CAMPAIGNS
I often have to manage my clients’ expectations at the best of times let alone in the middle of an unprecedented crisis. Most companies are not in a position to make any purchases right now. This does not mean you should stop all lead gen activities and focus on existing business only. Ask yourself two questions:
- What can you do which is relevant and helpful right now?
- Who will benefit most?
There is nothing wrong with offering free of charge or reduced cost services in the spirit of supporting each other. Make sure it is done strategically and within a framework you are happy to support. Then let your prospective clients know what you are doing and target your team to start some useful conversations with new prospects they have not spoken to before.
To let you in on a professional secret, this kind of target is a good one to have anytime. in my experience, all sales start with a useful conversation so make sure you are having lost of them now. This will definitely put you in a better place to develop new business when we are back to normal trading again.
Tip #4: CHOOSE THE RIGHT MARKETING TOOLS TO SUPPORT YOUR MESSAGE
If you are looking at running some marketing campaigns at the moment, choosing the right tools to support your message is very important. I have already recommended here that you have a specific approach and message which is relevant to the situation. As part of this process, you will have decided who will be your target markets for this which puts you in the right place to choose your tools.
I am not suggesting that you have to choose one marketing tool only; you can run a number of campaigns using different tools and tactics. In many ways the tools and tactics you use are all relevant as long as they appeal to your target markets and convey your message correctly. Have I managed to confuse you yet?
Here are a few examples to make my point clearer:
- If your marketing message is all about reassuring your clients that you are here to support them and still open for business, you may want to choose a personal email with a telephone follow up. This will help you to convey a more personal message aimed at companies with whom you have an established relationship. You will also gain invaluable information through speaking to your clients and understanding their main challenges.
- If you are running a webinar to provide business support to companies which is open to all companies in a specific industry, you are better off using Social Media, and LinkedIn in particular, to appeal to decision makers in the relevant industry.
I hope this is helpful to your current thinking. As always, I am happy to have a chat and share the insights we are gathering from the campaigns we are running for clients at the moment.