The coronavirus pandemic is a test time of responsibility for all of us. To a large extent, this also applies to business. Gestures of support, even symbolic ones, are nowadays not only an opportunity to build a brand image among customers, but actually an obligation. If your company can provide some materials, for example for medical staff, or organize a fundraiser, it is worth getting involved and making your action public. All gestures of social solidarity are well seen at this difficult time. Let us remember, however, that the time of the epidemic should absolutely not be used for monetization. Let’s help as much as possible, but let’s not try to take advantage of the situation to get into our customer portfolios, because it could turn against us.
The current situation is a good time to start with more intensive production of content, which may be useful for potential customers. Keep in mind that the content created does not have to (or even should not) concern exclusively issues related to the coronavirus, but above all it should bring real added value to the audience. It is worth considering what we’re really good at and what content might interest or even activate the people we want to reach. However, let’s remember that content is one thing, and distribution is a completely different matter. In order to use newsletters, you must have a database of recipients in advance or at least an idea to acquire it. Therefore, before creating the first content, let’s think about how it will be distributed, because without this, the whole effort will lose its meaning. The credibility of our materials, and thus their attractiveness, can be improved by involving partners – from institutions, other companies, to influencers. This will also allow you to increase reach if partners join the cross-promotion.
During the “national quarantine”, it is worth following the advice of experts and limiting face-to-face meetings. Modern technologies allow for the free organisation of online conversations and it is worth using this potential. How? In addition to daily, working video conferences with colleagues and contractors, you can organize a webinar in the form of discussions or training. If you’ve thought about this kind of promotion before but postponed the recording of the first podcast etc., then this is the moment! Remember, however, that people working remotely are busy during the day and can not always afford to participate in such events online, so adjust the hours of broadcasting accordingly, and make sure that the material is later available for viewing, for example, on Facebook or Youtube. But let us not forget that you are not the only one to reach for this form of communication. There is a lot of competition on the feed, so take up the challenge only if you have the opportunity to record the material for an interesting and unique idea – otherwise the chances of reach are very low.
If you have so far avoided performance campaigns in the development of your business, it is time to change this immediately. During this period, it is worth looking into Analitics, conversion rates, customer behavior on websites and using this data to start a well-designed campaign. Despite potential declines in turnover and a general downturn in the economy, stopping advertising could prove to be the nail in the coffin in the long run. The situation will finally settle down and the greatest successes will be celebrated by those who have decided to use this time wisely. If you are not a specialist in performance marketing, the best option is to contact a communication agency that will support you in tailoring the campaign.
Although not a specific communication tool, this action should be on every company’s “to do” list. The world may look different after this crisis, which is why it is worth preparing for it today. This is a good time to review the existing activity from the strategy and tools side and prepare a plan for the coming months – assuming different scenarios. The strategy prepared in this period will allow to maximise the results and minimise the costs that appear whenever we communicate, relying only on our intuition. And if you need support in building strategies or using the tools mentioned above, we will be happy to help you. Use this link to see how effectively we communicate with our customers. 🙂
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