Within a matter of weeks, our whole world has been turned upside down.
Working from home is the new normal for those of us in non-essential jobs. Leaving our houses or apartments to do anything other than shop for food is the new normal. We're cooped up with our significant others, kids, and pets.
Whether at home or in the healthcare workplace, we're all focused on how to connect with and serve our customers, clients, patients, residents, etc. Starting new marketing projects or spending money on marketing is probably low on the list.
And yet now is not the time to stop marketing. Because connecting with those we serve is marketing.
Times of crisis are an opportunity to build your brand in more meaningful ways. Sure, everyone is sending out the obligatory email about how they are dealing with the Covid-19 pandemic -- protecting their employees and ramping up customer service.
People Are Looking for Resources
But now more than ever, people are looking for resources. They want a place to go -- and it has to be virtual.
Bring the smartest marketing minds in your company or organization together and start talking about the resources you have or can create that are relevant to what's going on in the world. Ask yourselves, how can we bring the people we serve together? And how can we communicate that we understand what they want and what matters to them?
Because the essence of modern marketing is empathy. Even more so right now.
Here are four essential marketing tools your company or organization should be using to connect with those you serve:
1. Email
When you can't meet in-person, email becomes an even more effective way to create and maintain personal connections, bridge social distances, and build strong relationships. Make your messages brief, though, and include links to information you think they will find useful.
Think about how you can be of service, not sales.
And don't be concerned about sending too many emails. If you're providing useful information, your customers/clients will want to hear from you.
>>More email tips for these challenging times.
2. Virtual Events
Are we tired of webinars yet? They are still a great way to share information and earn much-needed CEUs now that most conferences in the next six months have been cancelled.
But I think we're craving more engagement and entertainment, too.
Companies and individuals are doing Zoom meetings, lunches, and cocktail parties. Many of us are participating in concerts, church services, yoga classes, and other live events via Facebook Live, YouTube, and Zoom.
What can you do to bring your customers/clients, sales reps, residents, patients, or employees together virtually?
>>New to Zoom? Download my Zoom Instruction-Tip Sheet.04.03.20, which includes recommended settings for highest security.
3. Articles/Blog Posts
People in the healthcare and design industry are also writing all sorts of great articles and blog posts right now about infection control strategies and planning for surge capacity during the coronavirus pandemic and beyond.
I don't think it's too late to add your voice to the conversation. Everyone is hungry for information and looking for ideas for how to deal with Covid-19.
If you or your company doesn't have a blog, many magazines and non-profit organizations/associations post guest articles/blogs on their websites. Or you could try more public platforms like Medium or The Conversation.
4. Social Media
Not surprisingly, social media use is up since we've all been staying at home. Which is why your company or organization needs to have a consistent presence on social media now more than ever.
And that doesn't just mean posts from your marketing department. Those who are on the front line with customers or clients should also be posting updates and sharing information.
A sales rep I'm connected to on LinkedIn posted pictures of his dog and his little boy (dressed as Spiderman) with the message that he's still working and is available to help with anything his customers might need.
Okay, so I know dogs and kids (and for me, cats) have become the new stars of our social media feeds. But, since most of us are home with our pets and/or kids, sharing pictures of them not only communicates empathy, but also is refreshing and honest -- both of which are key to building trust.
Please Share What You Are Doing
What have you or your company/organization done to communicate with those you want to reach or bring them together that's been creative? Or that you've seen from someone else?
Please share in the comment box below! Or contact me.
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