Surviving the Covid Crisis
A Recession-Proof Marketing Plan for Businesses
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‘Challenging’ might be an understatement as business owners grapple with the ongoing uncertainty. Whilst it may seem like the pandemic is dragging on and taking your business with it, there are ways to stay afloat and marketing plans that may even swing your business back to profit soon after.
Many business owners are in panic mode as the pandemic continues. Pop-up lock downs and added restrictions equate to sales down, customers dropping off, revenue at lows…
It looks like there is no end to the Covid Crisis.
However, speaking to clients – business owners and CEOs – to find out how business is doing, we found that whilst there were definitely businesses that were struggling, overall most had learnt some very valuable lessons putting them on a relatively healthy recovery path.
We also learned that many businesses are doing even better than expected. In fact they were so busy they couldn’t keep up.
While many of these outcomes were dependent on the industry, there was one main factor that helped businesses keep their current customer base (and maybe even gain new customers).
What is that you ask?
Sadly when revenue decreases in a company, the first thing that is often cut is marketing – but this is a huge mistake.
What your customers need right now during this crisis is this:
- Support to help them through the crisis.
- Awareness about how your brand is currently helping customers through this.
- Incentives to help them access services that might help them through the pandemic, e.g. discounts, rebates or trials etc.
- Knowledge and usable information produced in a clear and concise way.
How do you do this?
With your content distributed through social media media platforms.
Why Content Marketing During Covid
We get it. Money is tight and you’re watching where it goes.
But there are benefits to keeping your business top of mind for your audience during the crisis.
Here’s why…
1. McKinseys found that “During the COVID-19 pandemic, companies that lead with empathy and genuinely address customer needs can strengthen relationships”
Staying in touch through platforms that your customers are on enables you to really lean in and show genuine empathy.
Businesses can use these 7 actions to connect with customers.
2. Businesses enjoy a faster rebound by keeping in touch with customers during the pandemic
The biggest, most pivotal action I took this time around was keeping all of my marketing and advertising in place. I didn’t cut anything. That was my huge, HUGE mistake before – cutting my marketing profoundly compounded my revenue losses. Since then, I’ve sworn up and down that I would never cut my marketing again. Well, coronavirus put that pledge to the test, so I put my money (literally) where my mouth is (not as literally). And I’m so excited to report that it seems to be working already—our leads have returned to a normal range for a few weeks in a row, and last week our earnings jumped 33% back into a normal weekly range. It was a huge relief to see us finally rebounding after 4-5 weeks of really down numbers.
– Jony Gendusa of Postcard Mania
3. Or businesses might even enjoy an increase in revenue due to ramping up content marketing
People will be focused on social media platforms especially if they are in isolation with restricted movement. If you’re not using the opportunity to educate or entertain them, someone else probably will.
“We saw a jump in our revenue when we decided to increase content production. The unbelievable increase in our site traffic is probably because of the sheer number of people quarantined at home. With a lot of time in their hands, people are more likely to consume content on the internet to kill boredom. Because of that, we focused on using social media channels since activity in these platforms increased because of the quarantine. As such, it is a wasted opportunity if businesses do not exploit this chance to boost sales.”
– Jeremy Owens, Seriously Smoked
4. Content marketing enables you to shift your customers to online channels.
With so many directives around the world to stay home, businesses that previously relied on physical operations have had to direct customers to online offerings.
As an example, since many gyms have been directed to close all physical facilities, they are now offering hundreds of free online home workout courses to all members. With these trends, there’s always a first-mover advantage. Speed of execution is important. We know it can be done, for example, it only took our virtual team 4 days to design, develop and launch a client’s online training program.
And this can be done virtually overnight for clients who are delivering their programs live without any pre-recorded content.
Companies offering virtual capabilities, such as Microsoft Teams and Google Classroom, are assisting schools and universities as they transition to remote learning by offering free tools for teachers, parents, and students to support the development of online-learning plans.
Medical providers are providing care through digital services, such as Telehealth.
This shift to online and digital channels has the potential to dramatically increase online traffic post-recovery.
Content Marketing Strategy during the Covid Crisis
1. Changing up your content marketing strategy during the Covid crisis is key.
Providing value to your customers by showing them how you are helping or by providing them tips to get by, is a very important content marketing strategy during the pandemic.
Some suggestions:
- Explain how you’re minimising risk by reducing physical interaction
- Actively contribute to safety by innovating products if required
- Stay reachable. Provide enhanced options for seeking information digitally
- Are you able to provide any pragmatic help to customers in financial distress
“We feel we were able to add significant value to many during these turbulent times via money-saving tips and ways to help our customers get by financially.”
– Adem Selita, The Debt Relief Company
2. Change your campaigns, promotions and messaging
If you use your blog or social media channels to promote your products (and you should still do this), think about the types of products and the messaging that make the most sense for people in the current situation.
Like Nike’s message to stay home during the pandemic.
Even if you have a physical store and in-person products, you can still promote brand awareness and show you care about your customers during these times, like local yoga and pilates studio Modern Movement who not only reach out to customers with extended membership expiries, but also use their website to promote support for local businesses.
Another example of this shows CBD for Life featuring relevant content around relaxation and anxiety relief.
3. Provide aggregate resources for customers
There can be a minefield of information in some niches. To help their customers navigate this information, some consultants, like our client Hemisphere Accounting provide summaries and info guides to help their customers with compliance and to access government support.
How to Get Started
Want to ramp up your content marketing but don’t know where to begin?
We are offering free marketing plan sessions to help you come up with some great ideas to get your customers engaged with your business again.
We also offer very affordable content and social media management packages for small businesses as you work to get your revenue back up. Let us know how we can help!