RESOURCES AND TOOLS: MARKETING
Invest in marketing and customer acquisition to rebound quickly
B2B
Focusing on customer retention and acquisition now will translate into sales and brand loyalty as restrictions lift and people become more comfortable getting back to business.
In addition to a website and email marketing, social media is one of the most cost-effective ways of reaching customers, but only if the right platforms for the target audience are used. Consider the characteristics in this matrix as a starting point to help determine who the target customer is and what platforms they are likely to be on if you are unsure about which social media platform to leverage.
Email marketing is one of the most direct ways of focusing on customer retention and leveraging the customer base the business already has. When sending emails to customers during the COVID-19 pandemic, here are the top 5 things to keep in mind:
Use short, personalized lead generation emails
To ensure customers click on and read the email, use a subject line that makes a strong first impression and write a concise message. Personalize the email to show that there is a person behind the marketing email.
Address COVID-19, but be sensitive—do not leverage it for the company’s benefit
When addressing COVID, try to refrain from reusing worn out phrases such as “in these uncertain times,” and instead focus on how the company can help the client or prospect given the current situation.
Crisis fatigue is real—focus on providing value and building relationships instead
Do not send a COVID related email just because everyone is—many clients have set these to automatically go to spam now. While it is important to address important COVID-related events, the primary content of the email should be focused on helping the client or developing the relationship, in turn building the brand’s image.
Reach out to prospects, keep in touch with current customers
Check in with current customers regardless of their status in the pipeline. This will help strengthen the existing relationship, build loyalty, and bring them back once budgets start expanding again.
Build and create content based on a buyer persona
A buyer persona will help in understanding who is on the other end of the email, what their interests are, and what is relevant to their current goals. Customize the content to the buyer persona, maximizing the opportunity to engage with them.
The following resources may also be helpful:
Eight B2B Cold Email Templates to Use During COVID-19
This article has a section discussing 8 different potential frameworks to use in creating templates for cold emailing prospects during COVID.
Twenty of the Best B2B Email Marketing Examples
This article has 20 examples of strong B2B marketing emails across a wide range of use cases.
Webinars
Marketing executives give advice on how to use email marketing during a crisis.
LinkedIn’s marketing tools enable companies to reach their target customers and connections, zeroing in on industry, company size, and job role. The company is able to define their audience and goals, which in turn results in better lead generation. Use these best practices to help strengthen the company’s LinkedIn presence and marketing:
Regularly post relevant content to remain top of mind for customers.
To stand out to a customer, consider sharing status updates and blog posts about problems the company can solve for them or results achieved for other customers. Avoid hard selling, and instead apply content marketing and inbound marketing strategies. Use sponsored updates (paid posts) to specifically target prospective customers.
Establish the company and owner as a thought leader
Promote thought leadership content that is useful to the target audience. Make sure there is a strong call to action. Use these resources below to help develop thought leadership content.
Leverage LinkedIn groups
LinkedIn groups are communities of users centered around a specific topic. By joining groups relevant to the target audience, the company can gain visibility into the audience’s conversations as well as interact with them to offer advice. Use the following resources below to learn more.
Pay attention to the company page
Create a page for the company if it does not already have one, and make sure it is kept updated and consistent with the rest of the brand.
The following resources may also be helpful:
Optimize your LinkedIn Company Page
This video shares tips and tricks for how to make sure the LinkedIn Company Page is an effective marketing tool.
Best Practices for Sharing Content on LinkedIn Pages
This video provides guidance on what types of content to share and how to be effective in posting to the company page.
Examples of Powerful Thought Leadership on LinkedIn
Use this LinkedIn article as a starting point to understand what thought leadership content looks like, and what other successful thought leaders are doing.
LinkedIn Thought Leadership Guide
This guide was developed by LinkedIn to help users establish themselves as a thought leader.
How to Create Impactful Thought Leadership Marketing
This LinkedIn article will help develop a thought leadership marketing strategy.
Become a Thought Leader
This free LinkedIn Learning course will help viewers learn how to establish themselves and their brand as thought leaders.
Twitter is useful to strategically communicate updates regarding the business, stay in touch with the current news, and connect with the community and customers. Below are several tips to optimize Twitter communications:
Optimize the company account
Optimizing the company account ranges from creating an effective username and bio, to pinning tweets that pertain to the business. Use this resource to help build an effective twitter account.
Create a target segment to follow
Develop a target segment for the company to follow. This could be based on the original target consumers, influencers that are passionate towards the cause or topic the company specializes in, or a community of businesses that the company has taken part in. Following the right accounts is crucial since it will increase visibility within the industry.
Engage in a powerful and relevant hashtag
Users use hashtags to discover new content within a specific area. Creating a new hashtag is possible, but it is recommended to utilize an existing and relevant hashtag when tweeting content or announcements. This will help improve discoverability both to existing customers as well as potential new customers. However, these hashtags contain a thread of various content from other users as well, so strategize the tweet to appeal to the masses.
Use personable language or humor
Although there are a wide variety of users on Twitter, it has especially acquired a culture of unconventional humor in memes from the large segment of Millennial users. It is important to keep track of the humor trend and how users implement these. When appropriate, use a casual and personable tone in customer conversations and tweets in addition to humor.
Develop interactive content
Take advantage of Twitter’s character limitations by creating interactive content that people can engage with—this will set the company apart from other businesses and increase engagement on the content and account. An example of this would be a poll for people to contribute and vote in, or a video that fulfills the cross-channel marketing strategy of the product and/or service.
The following resources may also be helpful:
Official Twitter Resources
Acquire optimal and effective strategies from the experts themselves.
COVID-19 Twitter Crisis Communication
Find out how to stay relevant and urgent during the pandemic.
More Best Practices
Discover other strategies and tips that may be useful for the company.
Webinar for Brand Success
Watch more in-depth on practical strategies to enhance brand and company communication.
Creating Demand with Tweets
Follow these seven examples of business tweets to generate demand
Given the novel challenges being faced right now, clients will be more concerned than ever about potential disruptions of supply or projects. To alleviate this, it is important for sales teams to be able to communicate to them the measures being taken to minimize the operational risk from the virus. Use this deck as a resource for sales teams, and guidance on what to communicate to prospects and clients during the sales process in the pandemic.
It is important to adapt marketing strategies to meet customers where they are right now: online. Here are a couple recommendations:
Pay attention to how budgets are shifting both internally and externally
Companies in the pharmaceutical, medical products, technology, and media industries are expected to have the largest increases in spending, and are valuable prospects for sales. With live events being cancelled, take advantage of budgets from these events being reallocated to producing digital content, holding virtual conferences, paid inbound marketing campaigns, increased outbound marketing efforts, social networks, etc.
Utilize online opportunities to connect with prospects
It is likely that the remote sales trend will persist beyond the required shutdowns of offices, so use this time to focus on improving remote work hygiene. Use this resource from McKinsey Insights to help in building online brand presence.
Pivot to a data-driven marketing strategy
One major advantage of online interactions is the ease with which data can be collected. With this data, the company can shift to an agile marketing model, where data is utilized to make faster decisions, quickly launch and test programs, and pivot as necessary.
Build brand image and take a human-centered approach
The top priority right now should be taking care of people and customers. Company messaging and marketing should add value rather than noise. Show compassion and offer solutions and deals while being consultative. Take time to understand what is needed in today’s world by checking in with customers about how the company can help. Share opinions, write blogs, show solidarity with prospects in their struggles.
Focus on creating a seamless digital experience
Improve self-service options by ensuring online availability of information and ease of making purchases. Rapidly fix anything that’s broken on websites and/or apps, but keep a human touch available, perhaps through a live chat functionality. Think from the customer’s perspective when making changes, and measure progress of digital improvement initiatives.
Invest in a CRM Software
A CRM (Customer Relationship Management) tool can help collect data and refine marketing tactics. CRM software provides the ability to target content, send different messaging to different audiences, as well as adapt and change depending on waves of information. The most popular CRM solution is Salesforce, and they are currently offering small businesses a free 90 day trial of Salesforce Essentials.
B2C
Email marketing is one of the most direct ways of focusing on customer retention and leveraging the customer base the business already has. Here are the top 5 things to keep in mind:
Empathize with customers
This is not the time for automated mass emails or “do-not-reply”. Add a personal touch to let the customer know the company cares, and focus on listening to their needs. Also, think about who the customer wants to hear from—an email from the president or CEO is not always the right sender. It might be more appropriate to have communications from customer service, regional executives, or account managers.
Be conscious of the impact of words
Keep language positive but also aware of the situation, and avoid urgent messaging that might inspire fear. Use reassuring messages that reinforce an emotional connection with the brand and demonstrate empathy. Make it easy for customers to quickly find the most important information—a shorter email is more likely to be read all the way through.
Be intentional and purpose-driven
Always prioritize providing value to customers, and take an honest, transparent tone. For COVID related emails, think about whether email is the best way to communicate the information. For example, messages around shipping delays are probably best suited for an alert on the company website, and should only be included in emails if they are in regards to a purchase.
Think about what the customer wants to know
Remember that customers have likely been bombarded with emails from businesses, so try to make content unique when possible.
Remember that communication is more important than ever
Customers are focusing on their needs more than ever in making purchases, so it is likely anything they buy is important to them. Communicate any potential delays or inventory issues up front, and reiterate these in order confirmation emails. Make sure any critical information is communicated ASAP.
The following resources may also be helpful:
Example Emails
These websites describe a few effective email campaigns brands have used, and include example emails.
Webinars from Marketing Professionals
Marketing executives give advice on how to use email marketing during a crisis.
14 Email Marketing Tactics to Test Now
This guide covers a variety of email marketing techniques along with examples specifically tailored to communications during coronavirus.
Better Together
This ebook talks through how to use email marketing and text messaging together to increase customer engagement.
How to Market in a Downturn
This article discusses marketing best practices during economic downturns, especially around what products to focus on and communication strategies.
With 2.5 billion users across the globe, Facebook can help greatly in finding new customers and building lasting relationships with them. To best utilize Facebook to grow a business in this new environment, here are six important things to keep in mind:
Update important information
Pin important posts to the top of the company’s Page. Update business hours—make information regarding any changes to availability or services accessible by updating the Page info.
Tell a story
Facebook Pages are a great tool to showcase products and services, spotlight the brand, and reach more customers. Be fun and creative! Use Stories to engage with the audience in a more frequent, authentic and casual way. Share pictures and short videos to bring the audience behind the scenes.
Build real connections
Connect with people who can benefit from the business. Join a Facebook group to build community around the business and promote products or services. Connect with people who share the same interests as the business owner. Join the Boost with Facebook group to learn from other small business owners and entrepreneurs by sharing tips, resources and training on tools.
Be responsive
Let customers know they can call, email, or message with questions or to place an order. Create saved replies or instant replies to be more efficient in responding to inquiries.
Expand the company's toolbox
Spend leisure time learning new skills from Facebook’s free online lessons. Read success stories from businesses that are growing with Facebook marketing.
The following resources may also be helpful:
Facebook Shops
Facebook Shops makes it easy for businesses to set up a single online store for customers to access on both Facebook and Instagram.
Facebook For Business
Detailed information about Facebook for Business can be accessed here.
COVID-19 Post Template
Lost on what to say regarding COVID-19 on the businesses’ social media? Use these templates
At a time when it’s best to create space apart, Instagram can help in staying connected with the community. When using Instagram to promote the business online, here are five things to keep in mind:
Spread the word about offerings
Highlight what’s new—excite and entice followers by introducing new items through regular posts and stories. Try going live—make in-person events virtual by hosting virtual classes, lessons, or live events to keep the community engaged.
Show appreciation
Let followers know how much their support means to the business and its staff. Support fellow local businesses by promoting each other.
Encourage sharing
Make followers advocates of the business and ask them to share company stickers or photos of their purchases with the community. Create fun challenges for people to reshare in their stories and @mention their friends.
Be knowledgeable and stay updated with Instagram features
Use Shopping Tags for products so that people can shop the products directly from their Feed and Stories. To allow for interactivity on Stories, use tools such as Questions stickers, Poll and Quiz stickers, and Countdown stickers.
Maintain good communication
Create Quick Replies related to the current situation of the business to save time when responding to general questions. Make it easy for customers to find information they may need by posting FAQs on the Feed or Story highlights.
The following resources may also be helpful:
Micro-Influencer Content
This guide will walk through how and why to use micro-influencer content.
Trend.io
Trend.io is a company that connects businesses to micro-influencers for a small fee.
Instagram Playbook
To learn more about how to best utilize Instagram to grow the business in the new normal, please visit Instagram for Business COVID-19 Playbook.
Post Templates
Utilize these templates to help create posts regarding COVID preparedness for the business.
Twitter is useful to strategically communicate updates regarding the business, stay in touch with the current news, and connect with the community and customers. Below are several tips to optimize Twitter communications:
Optimize the company account
Optimizing the company account ranges from creating an effective username and bio, to pinning tweets that pertain to the business. Use this resource to help build an effective twitter account.
Create a target segment to follow
Develop a target segment for the company to follow. This could be based on the original target consumers, influencers that are passionate towards the cause or topic the company specializes in, or a community of businesses that the company has taken part in. Following the right accounts is crucial since it will increase visibility within the industry.
Engage in a powerful and relevant hashtag
Users use hashtags to discover new content within a specific area. Creating a new hashtag is possible, but it is recommended to utilize an existing and relevant hashtag when tweeting content or announcements. This will help improve discoverability both to existing customers as well as potential new customers. However, these hashtags contain a thread of various content from other users as well, so strategize the tweet to appeal to the masses.
Use personable language or humor
Although there are a wide variety of users on Twitter, it has especially acquired a culture of unconventional humor in memes from the large segment of Millennial users. It is important to keep track of the humor trend and how users implement these. When appropriate, use a casual and personable tone in customer conversations and tweets in addition to humor.
Develop interactive content
Take advantage of Twitter’s character limitations by creating interactive content that people can engage with—this will set the company apart from other businesses and increase engagement on the content and account. An example of this would be a poll for people to contribute and vote in, or a video that fulfills the cross-channel marketing strategy of the product and/or service.
The following resources may also be helpful:
Official Twitter Resources
Acquire optimal and effective strategies from the experts themselves.
COVID-19 Twitter Crisis Communication
Find out how to stay relevant and urgent during the pandemic.
More Best Practices
Discover other strategies and tips that may be useful for the company.
Webinar for Brand Success
Watch more in-depth on practical strategies to enhance brand and company communication.
Tweets that Lead to Demand
Follow these 7 tips and tricks to use Twitter to generate interest and demand from customers Use cases of small businesses
Use Twitter Effectively
Go over these 9 tips and examples on how to maximize the benefits of Twitter for business marketing
Thes pandemic is causing communities to come together in support of one another.. Network marketing in the context of this section is about connecting with local organizations, businesses, and people to become connected to resources like specialized knowledge and services, cross-promotional activities to increase consumer base, and scoping out new opportunities. The following actions will help in realizing these benefits:
Become more involved on an individual and business level
Developing and maintaining genuine relationships serves as an extra value-add for small businesses. Word-of-mouth remains one of the most reliable ways to grow any business—people often trust their close friends when it comes to getting introduced to a new product or service. Keep in touch with neighbors to gain insight on new events, policies, and opportunities to serve the community.
Utilize Nextdoor
Nextdoor is an app that allows neighbors to connect with their own neighborhoods and surrounding neighborhoods. Around 90% of Nextdoor users shop at local businesses. Two-thirds of users share recommendations about local businesses.
Get connected with other small business owners
Co-host events by pooling resources with other small business members. Connections can be made with a wider customer base while lowering the fixed costs associated with hosting an event.
Reach out to local corporations to offer products or services at discounts
Many employees in big companies are empathetic about the situation for small business owners and would like to show their support. By reaching out to corporations and offering special discounts to their employees, a business can have access to a large, untapped network of potential customers and provide the employees with an incentive to engage.
Share resources and exchange services
Marketing business needs to others can open up novel solutions that take advantage of the network effect. Expensive equipment can be shared amongst community members to maximize utility. Services can be pooled in a makeshift community center so that the information edge is shared amongst all local businesses. If small businesses are in the same industry, it may also be viable to pool high volume orders into one for additional cost savings.
Be there for customers
Being the first to give by offering businesses and people support creates goodwill; customers are more likely to share their time, talent, and consumer dollars for companies that have supported them in turbulant times. A mindset of gratitude and giving allows the company to create and receive more opportunities.
A strong website helps to generate sales, promote goodwill among customers and prospects, and deliver strong messages particularly during the pandemic. It is likely the first impression a customer has of a business. Here are five things to keep in mind:
Show that the company cares
Show that the company truly cares about the safety of both its employees and customers by adding a personal touch on its messaging. If the business is now providing delivery or pick-up options for customers, photos or video about how the delivery will take place or the process for completing curbside pickup can smooth the process and ease customer concerns.
Narrow the focus
Keeping customers informed is important but only if what is being said is important to them. Think about what the company has that customers need right now, and speak directly to those needs.
Make customer service easily accessible
Latest updates regarding operating hours or product offerings, as well as contact information (e.g. phone number and email address) should be quickly discoverable. Consider creating a FAQ page on the website that can quickly be referenced in subsequent posts or from platforms that don't lend themselves to lengthy detailed posts.
Consider new ideas, but keep in mind their appropriateness
It is understandable that the business may want to express some form of creativity and generosity, but ensure that the content and timing are appropriate to the current situation. For instance, it is a good idea to put a video demonstrating new operational practices on the website, but it is important to make sure that it follows the federal and state guidelines.
Add signup forms
Signup forms are a great method to collect visitors’ email addresses and/or phone numbers. This will allow the company to keep website visitors informed about the business through a mailing list or newsletter. However, be mindful of what to send out. Messages should not be sales-oriented, and instead put more emphasis on how the business could be of any help to customers.
The following resources may also be helpful:
Frelard Tamales
An example of a good homepage that shows what the company is doing to support their community and respond to COVID-19.
UX best practices
This article discusses best practices to implement in the user experience of a website during COVID-19.
How to communicate with your customers during COVID-19
This article discusses how to use a website to communicate with customers during the pandemic.