Since my last post, the economic interruption from the COVID-19 crisis has, unfortunately, continued unabated. While various plans to reopen the economy have been proposed, there is still much debate over when and how that reopening will occur. Until then, many businesses remain in a state of limbo.
In an environment like this, it’s easy to feel unsure about what move to make next, but it doesn’t have to be that way. As I outlined in my previous post about managing your brand during a pandemic, there are things you can do right now to advance your brand forward.
We assembled our leadership team at Celtic – along with our good friends at Ascedia – to give some guidance on how to manage your brand during COVID-19. Here are a few approaches we’re recommending to ensure your business remains top of mind with customers and prospects.
Stay Active
This has been my mantra since the beginning of the COVID-19 crisis. Now is NOT the time to shut down your marketing efforts. Brands that go dark have a much longer road to recovery once a crisis subsides. Revisit your 2020 marketing plan and select a handful of tactics to keep your brand in front of your target audience. Remember this important statistic…84% of consumers say the experience a brand creates is just as important as the physical product or service it sells. Translation: You need to be promoting your brand and interacting with your customers and prospects during these tough times. Don’t disappear.
Phone Calls
This may seem overly simple, but do not underestimate the value of human contact right now, even if it is over the phone. We’ve been encouraging all of our clients to simply pick up the phone and call customers. Use these calls as an opportunity to check in and let them know you’re “open for business” and ready to help.
Website Updates
Dive into your website and review every single page. Now’s the time for updates, especially in the wake of COVID-19. What updates need to happen? What sections should be overhauled? Focus less on selling and more on storytelling. Need some help getting started? Here’s a helpful website evaluation checklist from Ascedia.
Spring Cleaning
Now’s the time to tackle some of those projects that have been sitting on the back burner. You know the projects…website updates, collateral materials, social media audit, etc. These activities are often forgotten during busy periods. Now’s the perfect time to address them.
Business Development
For most companies, the new business pipeline has slowed down in recent weeks as social distancing takes effect. Don’t let that slow you down. Reach out to prospects and request a virtual coffee chat. Keep it casual and fun. After the call, follow up with a case study or ideas on how to solve a particular challenge.
Stay Healthy
Most importantly, you have to take care of yourself during these difficult times. Go for a walk with your dog, turn off negative news, download a relaxation app, and most importantly, connect with other humans. You’re not alone…we’re all in this together.
So what’s working for you right now? How are you pushing you marketing campaigns forward? Please take a moment to share your ideas in the comments section.