I am not going to tell you how the coronavirus supplies are being affected but companies are suffering and you all are experiencing it first hand. Modifications, delays, cancellations, ERTEs … a desperation. But not everything has to be bad. Your brand is facing a unique opportunity to add value to society if you know how to take advantage of digital channels.
Marketing plays a key role since we can add value to customers from a single point of contact with them. It is time to take over from the marketing department and run for all our colleagues who cannot do it. In this coronavirus crisis, your digital marketing can help business development more than ever.
The impact of coronavirus on the company
This crisis has surely had a great impact on your working life. It is possible that, like us, you telework with relative normality, that you are working under minimal services, or have even had to cancel all production.
The coronavirus may have stopped your factory, but it shouldn’t stop your brand.
Ha, and who does it. Many give in to this situation. Others know how to see the opportunity to add value behind it and we hope that you are one of those types of people.
With this article, we want to help you minimize the impact of this crisis on your company. At the end of the day, this is our mission as marketing consultants: to analyze the situation and propose measures to develop your business.
Your client is more online than ever
Your clients, like you, are living a special situation and every communication you make with them must be especially sensitive to their reality. A reality that has unified the situation of users, companies, and professionals, resulting in an unprecedented macro -customer profile.
The obligation to stay in our homes has surprisingly increased internet use, reaching as much as 81% yesterday, Tuesday, March 18, according to data from the technology consultancy Akamai. Therefore, your client has more time to consume digital content.
Create content that adds value to your customer
Now a strategy focused on your client is gaining more strength than ever. As a brand, you must think about how you can help him, what value you can bring him in this situation, to connect with him.
Note that you have more time than usual, so it’s still a good idea to recover any publication or initiative that saw the light while but ah or a can reach a wider audience: an infographic interesting, a detailed article or compilation of various videos, training, etc.
It is time for you and your client to get to know each other better
It is also a good time to get to know your client better. Check your database, enrich your CRM and, if you don’t have it, take the opportunity to install one. Listen to what he says on networks, take note and design actions to better serve him.
Analyzes the behavior of users on your website. Check what content interests him, how he navigates your website, what elements he ignores and rethinks your strategy to enhance what interests you most.
Take the opportunity to get to know your brand better. Tell him your story. Explain your business objective from you to you, but please do not be descriptive. Do not present a list of services. Your company has a mission beyond invoicing: it covers certain needs in a unique way. Tell this to your user, your unique way of responding to their motivations and why you are their best option.
Dare to try new things
Does the bug of creating more innovative and different content itch? Now is the time! The level of information saturation, and even that of tension, has dropped. Users are more permissive. It is a good opportunity to try new initiatives. Of course, always aligned with the identity of your brand, please.
Show the values of your brand.
These days we see many actions of companies that end up going viral. Committed companies are very well received by users. These actions position them as more humane brands and leave a very positive memory in the minds of each of us. This crisis will pass and the concrete actions will be forgotten, but there will be an emotional connection that the brand will have left there.
Catering chains that give their food to those most in need or to the toilets to thank them for their work, brands that make financial donations, mattresses for makeshift hospital beds, brands that stop selling online so that delivery people do not have to go outside, free access to a multitude of services and hundreds of initiatives to help those most in need or to reverse the economic impact.
In the company, the marketing department has the ball.
As we have discussed, production may stop. This is not the time to produce, or even to sell, but if you manage the marketing of your company you have a great responsibility. Digital marketing plays a key role since we can add value to customers from a single point of contact with them.
It’s up to you to bring your brand closer to users and pave the way so that, on the way back, the startup is as fast as possible.
