Our POI email is a day late because we scrambled to assemble some information on how we approach continued marketing in the current climate of crisis. On that note, if we can help in any way, do not hesitate to reach out with questions or concerns.
Marketing in uncertain times
Historically, some companies reduce their marketing output during uncertain times, including during recessions. We don’t advise that, and here’s one reason why: uncertain times affect different consumers and businesses differently.
When it comes to marketing during a crisis, we always point back to Taco Bell’s launch of a value menu during the recession 30 years ago, while others in the food industry trimmed their marketing. Guess what still has traction all these years later in the fast food industry: value menus.
If you’re going to continue with your marketing, there are a few things you should keep in mind, including:
- Creating clear and careful messaging
- Relating to your audiences the same as you do during normal times
- Google is still looking, reading, watching
Read more about these topics, and a few more, in this new blog post.
Renew your power
We’ve mentioned this before, but it makes sense to partner your content creator with your analytics team because optimizing your content ensures the right eyes get on it in a timelier manner. CMS Wire points out another great reason for this teamwork: your existing content can be renewed with new data from analytics.
Renewing content that may be outdated but could garner interest with some updating or a digital marketing campaign is a good use of your efforts. Google Analytics reports can identify which of your content could benefit from renewal (as well as which pieces of your content are evergreen, and continue to gain views because they have become authoritative in Google’s eyes).
Your analytics team can use metrics to identify content that could be renewed, such as:
- Posts with higher-than-average session durations: Visitors are reading more of these posts, so renewing content linking to relevant content on your site could drive more traffic to other pages.
- Posts with higher-than-average conversions: These posts might convert even better with new and fresh content added.
- Pages-per-session that register at or above 1.5: Content from these pages might be enticing visitors to readers to read additional content on your site.
Blend personalization with automation
We write a lot about how automation helps marketers reach goals, but at Savoir Faire, we experience the rewards of human-to-human marketing. Forbes points out how this type of personalized marketing strengthens both B2C and B2B marketing efforts in a new article.
Just using the phrase “human-to-human” reminds us that customers are humans first and customers second and emphasizes the power of direct and personal contact. Utilize the best aspects of personalization and automation in your marketing.
For example, if your company uses chatbots to help with 24-7 inquiries, also let your customers know that they can communicate with a human being live during certain business hours, and track your chatbot history to follow up with customers that may have unusual requests or questions.
We develop automated emails for some of our clients, but we also know it’s important to give our clients’ customers easy access to get in touch with a real person, so we include ways to easily contact someone who can address their one-on-one needs.
It’s also easier than ever to go live in front of your customers and prospects. If you see the same theme of questions being asked regularly, use a social channel like Facebook to get out there and converse with your audience.
Your content game plan
Content marketing is creating, publishing and distributing content. Content strategy is the foundation that good content marketing is built on. Think of it like a house: You need a solid foundation before you can add the frame, walls, windows, roof, plumbing, etc. A strong marketing strategy begins with the foundation, so the house doesn’t fall in on itself.
Makes sense why you need both, right? Search Engine Journal goes into detail on how the strategy and pieces of content work together.
For example, you may have some wonderful pieces of content that say absolutely nothing specific about your products and services – and that can be great. Because you have thoughtful, valuable content, that allows your prospects to learn about you in an organic way, because they’ve found your content while looking for answers.
Good content helps people build trust with a company. Content strategy answers the question of why you are publishing content. The best content is goal-focused, and content strategy helps determine your specific goals.
For example, you develop a piece of content to build your email contacts. Then, you write thoughtful emails to get clicks to your site. Then, you write blog posts to gain authority in your industry. All that content created at a specific time is sent to a specific segment of people or optimized to target certain people, and then it is analyzed to see what works and what needs work. It generates energy. That’s an example of strategy, and how content by itself won’t do much without the foundation to support it.
Interview your customers
A lot of people in various roles throughout business think they know how to market – just enough knowledge to make them dangerous. This often comes out during department head meetings when everyone has an opinion on what “marketing should do.”
Customer Think has a new think piece that urges marketers to take back the power in the room by demonstrating something that’s hard to argue against: personal knowledge of who the company’s customers are, what they want, and how they want to make their purchases.
The tactic in the article is actually getting real customers on the phone for brief interviews. After a handful of conversations with customers of the same type, you will likely see a lot of similar comments.
This information provides you with firsthand knowledge that empowers you to write targeted content that resonates with those customers. Knowing exactly what your customers want and how to give it to them makes your voice the one worth listening to at the next meeting.
Raise your Tweet standards
Twitter remains a good pal to the small- to midsize-business marketing team – in 280 characters or less. Impress your prospects and increase your impressions with some tweaks to your Tweet approach. To assist, here are some tactics to try, thanks to Marketing Technology Insights.
Converse: Get more folks to notice you’re active by participating in a trending conversation relevant to your industry. You can also encourage your followers to take part. Use the ‘@’ before a user’s account name so they’re notified that you’re speaking directly to them.
Hashtag: A great hashtag connects you to an audience. A timely, trending hashtag that relates to a conversation your company is part of means you could receive a lot of Retweets, letting potential customers know you’re relevant.
Remain you: Your Tweets may be more lively than a LinkedIn post, but remember to post in your company’s voice. Your customers expect a feeling of familiarity across channels despite how long the message is.