Spotler’s Best Practice Tips During an International Crisis
These are turbulent times we’re all living in. Our usual routine and day to day job feels like a distant memory. The way we’re working is changing. In a Crisis, our best practice tips change too.
With all this in mind, sticking to the age-old marketing strategies are seldom going to work anymore as people are doing things differently. More people at home, with less human contact, engaging content online is winning over the telemarketer and there are more taboos to be aware of. The current climate is set to wipe out some businesses, ergo, some competition too. This is now the wise marketer’s time to shine.
As times change and the future seems ever more uncertain each day, I can assume these best practice tips will also evolve with it, but for now, here are Spotler’s top tips for developing your marketing strategy to adapt to the times.
1. Should you touch upon Covid-19 in your marketing?
In short, no, unless unavoidable. I know, it’s very much at the forefront of every person in the world’s mind right now. It might be tempting but tenuous, crude links to the virus just for the sake of it are boring, overused and quite frankly destroy your brand image. Though you might get some shallow open rates, the respect people have for your business will only plummet giving your brand a stench of desperation.
If you can and must address the outbreak, steer away from any message which will come across as insensitive and sales-y. Use the platform to be helpful and align yourself with community spirit. For example, updating customers of the measures you’re taking to keep your customers and employees safe. Or even if you’re taking this opportunity to be charitable or offer a change in fees. People remember kindness when enduring hardships.
Ensure the message you’re putting across is insightful and you have something mutually beneficial to say. Alternatively, offer helpful tips on working from home or the measures you’re taking to keep virtually engaged with your client base. Now is the time to be sensitive and put your customers first.
2. What should I be putting as my subject line?
Well, it’s no surprise here. With subject lines, as ever, personalisation is still key. This way you stand out in someone’s inbox. In a time where people are feeling sensitive, showing the human element of your business will help you build that innate need for trust.
Keep your subject lines informative. In a time where everyone’s inboxes are being flooded with emails around Covid-19, make sure your clients are aware of what message you’d like to get across. If it’s a webinar, ensure the word webinar is in your subject line. If it’s surrounding a change in fees, ensure you’re getting that across.
Please don’t... Making light or jokes about the situation. It’s a no-go. It might seem tempting to lighten the mood, but it will not end well. You will put your brand across as ignorant and insensitive losing the trust and faith of current and potential clientele.
Unfortunately, there are a lot of nasty people in this world. Using the vulnerability of everyone as a pinch-point, creating fake scams surrounding Covid-19. Impersonating WHO and the government to pull details from the susceptible among us. This has led to Covid-19 creeping into spam trigger words as ESP’s are trying to prevent any kind of phishing email attack. Where possible, try not to use Corona Virus, or Covid-19 and opt for something more personal.
3. Why am I not getting any leads from my website?
Everyone is working at home. Meaning IP tracking can pose some obstacles. Working off private IP addresses can see your lead generation dwindle. This is the perfect time to drop a cookie on someone and nurture them as a lead.
The perfect Landing Page has never been so important. Focus on getting your leads cookied. This is essential to your lead generation strategy. How can you create the perfect landing page?
You can also make sure the links within your mass emails are tracked. When your clients click, they have a cookie dropped on them, so ensure your CTA’s (calls to action) are compelling and engaging to keep on top of all those leads from the comfort of theirs, and your, living room.
4. What should I be posting on Social Media?
My first tip when dealing with social media. Focus on your personas. Who are you targeting and trying to get the attention of? Understanding your target customer’s persona, geographical location, and the cultural issues they’re aware of can take your marketing to the next level. This can be the most effective way of personalising corporate communication. Appealing to their human side and gaining their trust.
Trust building comes in the form of long-form content, such as podcasts, whitepapers, videos, and webinars. This sort of campaign builds your relationship with the customer over a long period of time and solidifies your connection. Most importantly, gear your content towards social listening. What are people’s main concerns and their biggest trials during these uncertain times? Address their issues and provide a solution.
5. When Should I Be Sending?
Everyone’s day-to-day routines are changing. Your full-time job is having to take a back seat to becoming your children’s tutor. The standard workday is varying person to person more than ever. No one’s circumstance is the same, therefore having a concrete “best time to send” is even trickier.
After some research, we have discovered that most people, where possible, are keeping to their usual routine of work as to not disrupt themselves and the rest of the household. On this basis, the advice as ever is to send between 8am – 10am then 2pm – 4pm in the afternoon; with Covid-19 in mind, parents seem to be getting more time to catch up on emails after the “school day” is over – keep that in mind! Our research also gives a lot of weight behind weekend sends and having more time on their hands over the weekends and less time in the week, your customers are certainly more likely to be catching up on emails on a Sunday evening.
However, my best piece of advice, marketer to marketer. Be as flexible as your client. If they email you at 7pm, support them, let them know you’re there with them. Even if they are unable to commit to your services during this crisis, they absolutely will remember you accommodating yourself to them when they have the freedom and budget again.
6. What information should I include on my website notifications?
Website notifications. Tricky to get right but essential if there are dramatic changes in the way you’re conducting business. Within these notifications, we have taken the best in the business Dr. Dave Chaffey’s recommendations – who could possibly say it better.
Best practices for notifications
As a minimum, they tend to cover:
- The impact on customers
- How employees are being protected through social distancing
- How customer service will be affected
- The location of changes to service
- Others are now building lists of frequently asked questions
In short, Covid-19 is not something to take lightly. Incorporate it gently into your marketing strategy only when necessary and helpful. The whole world is on tenterhooks so extra caution is essential. Use this time to engage your audience with insightful content, concentrate on cookie–ing individuals and really building your reputation.
Your email and digital marketing strategy should remain compassionate and portray a sense of community. Concentrate on showing the human side of your business and be supportive. Be the breath of fresh air in an inbox inundated with fear and uncertainty.
Yearning for some human contact? Sign up for one of our upcoming webinars. Let’s bounce off each other and get the motivation flowing again.