While there is some shallow logic to this, Henry Ford’s famous assertion that a man who ceases advertising to save money is like a man who stops a clock in order to save time’, is possibly the most effective way that we are able to contextualise just how vital bolstering our marketing campaigns can be in times of crisis.
The COVID-19 pandemic is by no means a stopped clock. More often than not, the organisations who are most likely to thrive in these rocky times are those which are making use of this time in order to get ahead, refining their SEO in order to boost their Google visibility, as well as investing in multichannel marketing as a means of remaining forward of the curve.
In the coming months, organisations are going to become more dependent – than ever – on their digital strategy. Without wanting to sound too gloomy, in many cases this will be the deciding factor in whether they make it through the challenging times ahead. The unparalleled, almost-total disappearance of all channels which are related to live events and conferences, and the increasing barriers on face-to-face business, pose a significant challenge. The key to resilience is the development of ongoing contingencies in order to mitigate against this loss.
Benefits To Boosting Brand Recognition And Reputability
One of the most worrying characteristics of a recession is simply the lack of stability in the world around us, which can be dissonant for both business owners as well as consumers alike. It’s worth noting, however, that in the face of a rapidly changing economic climate, consumers do appreciate familiarity from organisations around them.
Some of the most trusted brands all over the world created social media campaigns specifically for the COVID-19 pandemic as a means of providing consumers across the planet with a sense of normalcy. The messages behind these campaigns weren’t always specifically about the pandemic, with a lot of companies playing with the idea of working from home, as well as leaning on a sense of global togetherness. As most consumers were isolating at home and turning to their phones for comfort, these messages were able to land with full force.
You can also use times of economic uncertainty as an opportunity to further develop your brand and boost brand awareness so that your organisation can hit the ground running as soon as the economy starts to recover, if not sooner.
The utilisation of email marketing for customer retention
The last thing which you would want to do during times of economic uncertainty is neglect customers or clients who you have served in the past. This is the time for you to maintain connections with your pre-existing customer base as well as wider community, just as much as it is a time to reach out to potential customers.
Believe it or not, one of the most powerful tools at your disposal here is actually the humble email marketing campaign. You can send tailored emails to customers who have signed up to your mailing list or purchased from you recently, to ensure that they know you’re still around during these tumultuous times. If your messages are topical and considerate of the climate, chances are high that this attention to detail will incite positive responses from your customers, which may in turn lead to your organisation experiencing a higher rate of conversions.
As email marketing campaigns don’t generally require a huge budget, these conversions can be a doubly valuable addition to your profits in times of economic downturn.
If you would like to learn more about email marketing then you should do our Advanced Digital Marketing Course. Follow this link to find out more.
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