Last Updated : 2020-06-01 15:56:32
The coronavirus will affect all sectors and industries, including marketing, public relations, social media, and social marketing strategies, becoming a 360-degree impact, which translates into When to remain silent as well as knowing when to speak, with what tactics and how to do it. In times of crisis, marketing communication is the most strategic tool you can have; that's why we share a compilation of communication tactics to avoid stopping the brand presence.
Content Marketing is an effective way to keep in touch with customers and increase the generation of leads. Communicating and interacting with your audience can remain uninterrupted, no matter what the situation is, as long as you have the right content marketing strategies. Content marketing has evolved into a holistic approach that relies on a wide range of digital marketing strategy tactics such as email, social media, SEO, and paid media to continue engagement with customers. From a market focused on the 'short term', there is an opportunity for brands to take advantage to reach an audience that will be at home, consuming content and searching the media and brands for positive messages in this time of crisis.
Continue to share valuable content, in different multimedia formats to continue interaction - engagement - and relationship with the brand, in addition to reinforcing the loyalty of current customers through ongoing relationships with organic micro-influencers from their niche markets, media and journalists who use social networks, and bloggers, in addition to introducing the brand to a network of potential customers and future promoters. Search engine marketing efforts generate sales and lead because the consumer remains connected to the brand when they are looking for products or services that help them meet their needs. In fact, with so many days staying at home, people will have more time than before to search the web, so the right idea is to continue investing SEO efforts that put us in the first search results.
Much of our existing content can help our brand very well with just a small update. We can update the data and references; do a new SEO optimization - new keywords and backlinks -, change the title and subtitles, etc. With this, we will make the most of the good content we have created. As we see more event closings, brands need to adapt their previous plans to turn them into digital events. By doing so, they will have the opportunity to globally scale their events and increase engagement, further demonstrating the importance of content marketing. Digital events enable you to become a mass storyteller and provide consumers with valuable content that increases brand awareness and engagement. In difficult times and a rapidly changing global landscape, communicating brand identity and values remains important. We are facing a new challenge that sheds light on the importance of trusting strategies outside of traditional channels.
Due to the pandemic, some of the staff in the media may not be covering all the topics of regular communication, or most of the spaces are covering information from COVID-19 or related to its impact, which can complicate space management. This may be an excellent time to take advantage of a complete publication, especially a recognized medium. Amplification of earned media in different multimedia content is one of the new ways to provide further visibility to the stories won. It is expanding the reach of what others say about the company with current and potential customers. It is an excellent way to maintain visibility and continue to build credibility and continue to support inbound marketing efforts. Perhaps we will see a decrease in the number of possibilities to contact the media, so while this moment passes, we can use the brand's own means, which in the end are our tools for doing digital marketing.
The key lies in doing it sensitively and thoughtfully, knowing when to remain silent, when to speak, with what tactics, and how to do it to continue feeding our sales funnel. The main advantage of digital marketing, apart from the fact that it does not require face-to-face interaction, is that it is measurable. You can quickly get the measure of ROI on which activities generate the highest number of quality leads and at what cost.
Marketing has always required a combination of art and science, and the pressure to obtain that correct combination increases in times of uncertainty, such as during the coronavirus pandemic. Still, by making correct decisions, we will maintain the continuity of marketing strategies to ensure that customers Please know that we are available and interested in them during 2020.
About Author : Sazid is a freelance writer and editor passionate about writing on the realm of business tech. He currently works with SMEs through North America and Europe.
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