In the current climate, if you act as if everything is business as usual, you’ll come across as tone deaf. Address the situation and focus on being helpful, not sales-y. If your B2B offering makes it easier to work remotely, save money, increase safety or help organizations make delivery, now is the time to make it known.
Your audience is looking to learn about how the epidemic will affect their industry. Optimize content and create new pieces to align to search queries. That includes newsletters or blog posts that keep customers informed and show you’re there to support them.
Event marketing during COVID-19 has changed dramatically. Many marketers had events that were cancelled due to the outbreak. But that doesn’t mean you can’t bring people together and deliver value. Consider a webinar, a video series or hosting a virtual conference with live video and Q&A sessions.
Our reality is changing at a rapid pace, and we can expect that to continue for the foreseeable future. Keep one eye on industry trends and another on the headlines. As you look to the future, focus on making plans for the next 3-9 months, with the expectation you may need to adapt.
Whether B2B, B2C or C2C, lots of marketers are out there doing innovative work during COVID-19. Keep an eye on what other brands are cooking up for social-distancing campaigns. Think about how you can apply similar creativity to your own work.
Have questions or need a little extra help navigating the current marketing landscape? Reach out to us! Drop us a line or message us directly on our social channels: LinkedIn, Facebook, Twitter or Instagram. We’d love to help!
Author: Carolyn Kaleko, Senior Account Manager, Outlook Marketing Services
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