Here are some of the essential tips that we have been implementing for our clients on how to approach your marketing during a crisis or times of uncertainty - Like we are all going through right now.
The Defence + Offence Strategy
Minimising Advertising Wastage
Nurturing Your Clientele
Finding New Opportunities
Reviewing Your Website
Don’t Be A Douche
Playing The Long Game
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How To Market During A Crisis
📣 How To Market During A Crisis. - Here are some of the essential tips that we have been implementing for our clients on how to approach your marketing during a crisis or times of uncertainty - Like we are all going through right now. - ✅ The Defence + Offence Strategy ✅ Minimising Advertising Wastage ✅ Nurturing Your Clientele ✅ Start Innovating ✅ Finding New Opportunities ✅ Supercharging Social ✅ Reviewing Your Website ✅ Don’t Be A Douche ✅ Playing The Long Game - #marketingtips #marketing #digitalmarketing #marketingstrategy #socialmediamarketing #marketingdigital #socialmedia #branding #contentmarketing #onlinemarketing #business #seo #b #marketingonline #entrepreneur #marketingagency #smallbusiness #advertising #startup #entrepreneurship #digitalmarketingagency #businessowner #instagram #socialmediatips #businesstips #webdesign #marketingideas #coronareadyPosted by Edge Marketing on Sunday, 5 April 2020
Dan Hunjas here from Edge Marketing.
Now, I've shared some content with you recently on what industries,clients, and campaigns are doing well, and are innovating as a result of this corona economic-impact and all these changes that are occurring in our markets right now. But for topics I haven't specifically touched on, I'm fielding a lot of questions around
What about my type of business? Where do I start? What marketing should I be focusing on? What effective advertising can I be doing? Should I even be advertising at all? What is the short-term plan now and how will that affect me long term?
So, I want to share with you some essential tips that we've been implementing for our clients on how to approach your marketing during a crisis or times of uncertainty like we're all going through right now.
Now marketing during these times is a game of both defence and offence. Firstly we want to avoid and mitigate any unnecessary marketing expenses that cannot be measured, while simultaneously positioning ourselves to come out stronger and healthier on the other side.
So your immediate focus is 100% defence.
You need to minimise the advertising wastage ASAP.
Unless you've got very deep pockets, I recommend that you only invest in advertising that is directly driving either valuable traffic to your website, social media channels, or directly into your business. And it must be traffic that is directly resulting in either an enquiry or sale.
Cut most, if not all of the rest.
So now that you've minimised your advertising wastage you can then look towards what your offence strategy looks like and what you want to focus on immediately are what are the things that will have the greatest impact on your business today, that will cost the least amount of money.
So your first offence strategy is to make sure that you nurture your existing client or customer base.
There may be an opportunity right now for you to provide your market with something that they need, or provide them with something of value that will help them help themselves during this period so that when the market returns you've continued to build loyalty with them and they will continue to remain loyal to you.
Now this costs you absolutely nothing but a little bit of time which I can guarantee will go a long way in building a lot of trust in your brand.
So next is where can you innovate?
Is there a space that you can sidestep into right now that provides a solution to your market that is still connected to the core business offering.
Now, this is all about thinking creatively and outside of the box.
There's some great success stories on how local cafes are offering a limited range of emergency household supplies alongside their takeaway meal options.
There's examples of how alcohol distillers are using their facilities to produce hand sanitizer, while there's a huge drop in demand from bars and restaurants for their alcohol. And then there's gyms and personal trainers that have taken their programs completely online via live video feed where you're still connected with your trainers.
Lawyers have now largely pivoted to focus on wills, estates, and family law services, and accountants are really driving corona-contingency financial planning as an example.
Now, these are all things that we all need right now.
So really get thinking about how you may be able to innovate and adapt your offering to provide value to your market in today's climate.
So your next strategy is all about looking out for new opportunities. And when I say new opportunities, I mean ethical opportunities.
Now what we are focusing on for our clients here at Edge, is what areas of the market are competitors pulling back out of fear where there's still value, and how can we step in to take advantage of the less competitive advertising space and gain some market share. Now some of our clients are doing really well and are doubling down on their SEO services and Google Ads strategies.
And this is where we are seeing the greatest return on investment right now, as we're targeting their customers that are actually in "Hunt-mode", where they are physically at their computers searching for a product or service with an intention to buy.
So if you're looking for an immediate revenue opportunity one of the first places we recommend that you look is your online search strategies.
Now make sure you get social. There has never been more eyes on social media marketing than right now and people are staying engaged for longer. Now use any downtime to your advantage and start producing content.
I'm actually amazed at the amount of business owners and managers that I'm seeing on social media, that are at home now and are not being productive and are filling their downtime with things like gaming and Netflix.
What a fast way to go broke.
Now if you find yourself with time on your hands due to a drop in business, now is the perfect time to improve any marketing that you already have in place, especially your social media presence.
Now I really want you to take a look at your website and put some time into fine-tuning it or having it rebuilt if it needs to be. For many businesses, your website is the hub of your digital marketing strategy and we are doing a lot of work right now for our clients on updating and improving the performance of their website to maximise new opportunities
As an example, If you can just increase your website's conversion rate from 4% to 5% you've literally increased your enquiries or sales by 20% overnight.
Next is "Don't be a douche".
Now, we're seeing a few in business that are looking at this crisis and a thinking how can I take advantage of this? How can I exploit people's fear and uncertainty, which we refer to as "unethical opportunism." Now, you really should only be transacting if you've got a product or service that people really need or want right now. And you should only be offering at a price that is fair and reasonable. Now, we're seeing a select few that are price gouging on products and services that are actually in need and in my opinion this is quite appalling behaviour and something I believe that karma will clean up down the track.
Now if you don't have a product or service that's in need right now. You may need to take a more longer term approach, which is how can I help people help themselves.
How can I provide more value? And how can I be there for my customers now, so that they are there for me when things start returning to normal. So really get focused on building new marketing content to really drive value to your customers such as videos, ebooks, email campaigns, etc.
Now this is also a very good time to look at what your future offering looks like and start making plans now about a new product or service launch.
Now I've said this a lot recently and I'm going to continue to say it.
What we're faced with is the business version of Darwin's Theory of Evolution, which basically states that only the strongest will survive by adapting to the current environment. So now is the time to innovate and survive in the short term to then thrive in the long term.
Now this video applies to everyone in business that's been affected. If you know someone that's had to shut their doors or is at risk, please share this video and tag them in the comments below, so they can take and use these strategies and ideas for themselves.
Now, if you're an employee, a supplier, a friend, or a relative, share this video and lets help as many people and businesses as we can. And finally if you're the manager or the business owner and you need some help and direction with how to implement your defence-offence marketing strategy, please get in touch so that we can help. We have over 18 years experience growing Australian businesses, and we've got a lot of value that we can bring to your table.
Okay, you've got this guys. Good luck and make smart marketing decisions.