Marketing your business during the COVID-19 pandemic

How to survive and thrive during and after coronavirus

If your business is currently facing challenges thanks to the coronavirus pandemic, you’re certainly not alone! But to put it bluntly, there are two ways you can respond.

You can panic. Or you can plan.

Right now plenty of your competitors will be panicking. They’ll be going into their shells, reducing costs wherever they can, and basically putting up the shutters for the duration. 

They are self-isolating from their potential customers.

What’s the alternative for your business?

As we saw with the GFC, now is the time to seize this opportunity and get your marketing and sales aligned, in a way your competitors won’t be. In practical terms, that means you should:

1) Make the most of the leads that come your way now

If your website isn’t as efficient as it could be, chances are you’re allowing leads to slip away – right when you need to be making the most of the opportunities that come your way.

Do you have a clear picture of everything that’s going on behind-the-scenes? Things like:

  • Does that “killer offer” you pinned your hopes actually pull in conversions? Or can it be fine-tuned?
  • Are your Landing Pages converting as highly as they should – or is some element letting the side down?
  • Do your forms ask for too much information – or too little? 

Maximising website efficiency is a crucial task that you must prioritise while traffic is down.

Step 2) Get everything set up for when normality resumes

Sooner or later, this pandemic will come to an end.

The choice you need to make is: will you only THEN start from zero, looking for the right type of potential customer?

Or, would your business be better off returning to normality armed with an audience of qualified leads who’ve been in contact with you during COVID-19, who know your business’s strengths, and who have you firmly on their spending shortlist?

It’s actually a pretty clear decision!

To set your business up for success as soon as lockdowns and restrictions are eased, it’s crucial that you do the groundwork now with your future buyers.

Your website content should revolve around the Buyer’s Journey and put particular emphasis on the stages people are at when they’re working from home or unable to behave as they usually do.

That means plenty of Top of the Funnel content that answers their questions; Middle of Funnel content that offers them valuable information; and maaaaybe some very relevant Bottom of Funnel content if it meets their needs during these extraordinary times.

Marketing has always been about walking in your buyers’ shoes. It’s just that during COVID-19, they’re wearing different shoes – and your business’s messaging must reflect that.

See real-world examples of how to adjust your marketing during the coronavirus

Crockford Carlisle’s latest videos show you some real-world examples of strategies for both the phases I’ve talked about. They demonstrate what the team have done for our clients to help them make the most of those two opportunities – and how we can do the same for your business. See the first in the series now.

Our strategies can help you and your sales team hit the ground running when lockdowns ease and the economy really gets moving after its hibernation.

If you could benefit from 15 minutes of free marketing advice about what your business can be doing during COVID-19, I’d be happy to help. Just click on the calendar link now and we’ll set up a time for a chat, or call 07 3891 3800.

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