As soon as you saw the title of this blog post, you probably thought “Great, another coronavirus blog post!” With the spread of the virus prompting businesses to move to working remotely, and health experts advocating social distancing, many businesses are understandably afraid.
Working from home may have it’s benefits, but for businesses that are B2B, and even B2C, delivering the same level of customer service has become a concern. Worse still, marketing your business and staying afloat have become a top priority.
So today, there are no crisis communications or paraphrases from public health. Instead, we want to present to you our top 3 tips for marketing during the coronavirus pandemic.
Marketing during the coronavirus pandemic: Overview
- Plan your inbound marketing strategy
- Make it possible for people to buy online
- Engage with your audience
#1: Plan your inbound marketing strategy
When times are tough, a business owner’s first instinct is to get more leads. To go one step further, it’s about getting the very best leads possible, which is only made possible when businesses embrace inbound marketing and content marketing.
As we’ve talked about before, content marketing and inbound marketing work extremely well together. Content marketing is about creating valuable, authoritative content for your audience. It’s also one element of inbound marketing, which is the full suite of marketing activities needed to capture, nurture and delight your audience.
In today’s unpredictable market, the one consistent element is your target audience. Therefore, planning your marketing around them so that you build trust, credibility and authority with your buyers is a number one priority.
Here are some points to take into consideration when planning your inbound marketing strategy:
Start with your buyer
Good marketing starts with your buyer, otherwise you’re marketing to anybody and everybody.
Brainstorm your ideal buyer persona, their pain points, concerns, problems they are facing, and more. Download The Marketing BLUEPRINTTM for more direction.
Go all-in with content
Now is the time to dive into content marketing. Begin addressing your buyer’s concerns and questions with blog posts, infographics, eBooks, video, and so on.
73% of buyers consume between 3 and 7 pieces of content along their buyer journey, so make sure you have content throughout the whole sales funnel.
Have at least one gated resource
It’s important to have at least one downloadable resource that is hidden behind a form. That way you can begin building an email list of pre-qualified leads that you can follow up with and nurture over time.
Experiment with quick-wins
Paid advertising such as Google Ads can give you some quick wins and generate leads quickly for your business, especially if that’s something that is needed during the current climate.
#2: Make it possible for people to buy online
Because of social distancing and other such measures, it’s inevitably going to become more difficult for your buyers to buy your products.
But not all hope is lost! It goes without saying that your business should have a website, and today we’re extending that statement by highlighting the importance of allowing your audience to buy your products or services online.
eCommerce marketing is rapidly taking off, with the likes of Shopify and WooCommerce making it easy for businesses to set up an online store. And it’s not just eCommerce and retail businesses – B2B businesses can do the same. For instance, tools like Stripe and GoCardless mean you can set up payment forms for one-off products like workshops, audits and more.
The ability to purchase your products or services directly through your website is quickly going to become a necessity if your business wants to survive. Think about what products your business offers, and how you can promote them across your website.
#3: Engage with your audience
Our final point again comes back to your audience. After all, they’re your customers, your source of revenue, the people your business needs for success.
Engaging with your audience is still important, even if you can’t do it offline and in-person. Social media plays a vital role here, because it allows you to continue engaging with your audience in a variety of ways.
Polls, videos, questions, surveys, product offers are all the rage on social media, and can be a good incentive in attracting your audience to your website, where you can continue to engage and delight them and convert them into loyal customers.
How is your business marketing during the coronavirus pandemic?
It’s understandable that businesses are worried, and if you’ve been on the fence about marketing, or even getting started and stuck in with your marketing plan, then now is the time to dig in.
Content never sleeps, engagement is powerful, and a full inbound marketing sales funnel can transform your buyers journey and keep them loyal to your business. If you’re struggling to get started, get in touch with us, or download The Marketing BLUEPRINTTM for some strategic direction.
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