In times of change, business models may pivot and strategies may transition, but do your marketing efforts follow that lead? Kevin D'Arcy of ThinkFuel Marketing, who champions our Marketing CNNX group, as he shares the importance of taking advantage of change, ramp up the marketing strategy, and stay the course! Check out his thoughts on Email Marketing - Going Beyond the Monthly Newsletter and Content Marketing.
Interested in hearing more from Kevin and ThinkFuel Marketing? Kevin exclusive to members.
Looking for more on how to tackle this pandemic? Check out our latest blog on Shifting Mindsets for What's Next - focusing on the future of your business!
Share on facebook
Share on linkedin
Share on whatsapp
Share on twitter
The only certainty we have right now is uncertainty.
With the virus making its way across the world, many business owners are feeling uneasy about the future. But that doesn’t mean everything has to change.
CONTENTS
There you go. Mystery answered. We can all go back to work now.
What’s that? You’re looking for a little more detail than that? Alright, let me explain further.
Are you following the best practices for digital marketing? Do you
If so, then you shouldn’t change anything. Continue to create and share relevant content about how your products and services address the needs and challenges of your client base. If you typically post 4 new blogs a month, then continue to post 4 new blogs a month. If you run highly-successful PPC ads on Google, then keep doing that. Don’t let recent changes derail your success.
New: The Beginner's Guide to Generating Inbound Leads
Subscribe
“But with all this uncertainty I feel like I need to cut my marketing budget.”
You may feel that way, but guess what? Search engine algorithms don’t realize there is a global pandemic and they will continue to do their thing. They will continue to traverse the web, ranking sites that:
The moral is this: if you hit “pause” on your marketing program now, you will lose position and authority to those who don’t.
https://www.youtube.com/watch?v=ixljWVyPby0“With all this uncertainty you want us to ramp up our digital marketing? Surely you can’t be serious!”
“I am serious. And don’t call me Shirley.”
For those of you who haven’t seen the movie Airplane! you’re going to want to check out the clip below. For those who have seen it, you should still watch the clip because we could all use a laugh these days. Now, back to the subject at hand.
As we mentioned earlier, a number of your competitors will get cold feet. They will cut costs, and marketing is typically one of the first things to go. So this is your chance. Their hesitation will lose them search result position, lower PPC costs for ads, and flat-line their domain authority. Your actions right now will help close the gap on bigger competitors and put more distance between you and the lesser ones.
The other reason it’s time to ramp up your digital marketing? You’re not going to hit up trade shows and networking events anytime soon. With governments recommending events of 10 or more guests be cancelled or postponed, all those traditional lead generation tactics won’t be available to you for the next little while.
Be careful. People have long memories.
If your business offers a product or service that specifically and very clearly addresses a need of the pandemic, like medical testing services, then you should optimize your content around the appropriate keywords.
But if your business addresses issues, challenges, or opportunities created as a result of the pandemic, then focus on those motivators, not the pandemic itself.
Take our friends over at IAmI Authentications for example. Their platform addresses the inherent flaws in traditional two-factor authentication. With the pandemic forcing so many people to work from home, their application is ideally suited to help address the security concerns of remote workers. It would be easy for them to tie their messaging to the current crisis, but that could feel like “war profiteering.” Instead, they are staying the course. They continue to produce content that gets right to the heart of cybersecurity, strong client authentication, and data protection. Those are the real challenges they help with.
Long story short, focus on how you help your prospects overcome their challenges—leave the fear-mongering out of it.
To join a CNNX group please register for an event, see us at the front desk or simply contact us.
Kevin D'Arcy - Chief Marketing Enthusiast at Thinkfuel
Kevin strives to provide clarity, honesty, and unique insights into every engagement. Kevin helps companies improve their lead generation, enhance customer acquisition, and increase revenue. With over 18 years of inbound and content marketing experience with B2B technology companies, Kevin brings a straightforward approach to marketing with results that can be measured. He also has the most adorable hound dog that frequently comes to work with him.