Welcome to our practical checklist to help you prepare your business for what is coming next as we adapt to the implications on our lives, both professionally and personally, due to the coronavirus pandemic and resulting crisis. Here we look at marketing and communications.
Use the links below to navigate around the guide which has been split into the following sections:
- Introduction & 5 phases of recovery
- Operations & technology
- Finance & resourcing
- Marketing & communications
Marketing and Communications
Marketing ‘as usual’ needs to be parked in the short term. This means the activities, sponsorships and advertising you had previously planned may not be appropriate.
You need to get back to basics as far as your marketing is concerned and focus on three key areas:
- Your existing customers and staff;
- Your brand and profile – be visible; and
- Focused, measured activities.
1. Talk to your staff
Your staff are crucial to your success. Get them on board from the outset. Ask them to help you prioritise your marketing. Ask them what they think you should do and how you should do it.
2. What do your customers need and want?
Identify the key things that your customers need from you right now (remember, this may have changed from ‘normal’ times). Create a list.
3. Review and refine your products and services
We are in a new world. What worked before may not work now. Be helpful to your customers by thinking about the alternative ways you can make life easier for them. Review packages, delivery options, promotion. Be creative and find ways to make your products and services accessible and attractive in a socially distant environment.
4. Review and refine your pricing and payment terms
How your customers pay you may need to change to help them and/or to help you. Make sure you think about the best way you can ensure you are paid but that is fair and appropriate to your customers.
5. Get in touch with your existing customers
Call them, write to them, post messages for them on social channels, invite them to webinars. Make sure you are highly visible with relevant and helpful information and content. Your existing customers already know, like and trust you. Look after them as a priority.
6. Communicate with helpful content
Create content about the things that you can help your customers with e.g. explain how you can help; provide examples of how you have helped (case studies & testimonials). Make it clear how customers can contact you and when you are available.
7. Create a strong and consistent tone and look to your communications
Make sure your brand is used consistently – this is not just your logo but also your tone of voice, how and what you communicate and your calls to action. Be true to your values.
8. Post your content on your website and on social channels; run webinars
Use your digital, and other, communication channels to reach your customers. People are used to finding information online, make it easy to find out how you can help them.
9. Review your ‘old’ marketing plan and activities
Postpone or cancel things that no longer meet the ‘is this crucial or important in the next 6 months’ test. You can always return to these activities in the future if appropriate but right now, you need to strip things back to the basics. This will also help you preserve budgets and focus resources on the things you need to be doing.
10. Report and measure your activities
Measure your social media engagement. Track and report on web and other leads. Measure every £ of your expenditure to make sure it is delivering value.
With thanks: This section was developed by Clare Fanner of Find Get Grow.
Please call the office on 01376 326266 or email firstname.lastname@example.org to discuss any of these issues in more detail.
Posted by Lambert Chapman
The views expressed in this article are the personal views of the Author and other professionals may express different views. They may not be the views of Lambert Chapman LLP. The material in the article cannot and should not be considered as exhaustive. Professional advice should be sought in connection with any of the issues contained in the article and the implementation of any actions.