Digital marketing — and marketing more broadly — is always about making it clear to your target audience that you can help them address the issue they need to solve. Nothing about the conditions we’re facing today changes that, though the issues your audience is facing very likely have.
So, as much as we’re all tired of hearing about our “unprecedented” times and “the new normal,” we do have to adapt our organizations to the conditions we see in our markets, or risk our own extinction.
What can you do today to help you to survive the current state of your market and thrive as it evolves? Consider these three tactics to help you maintain a strong connection with your target audience.
Trim Costs Without Negatively Affecting Your Audience
Where can you cut costs in a way that does not impact your ability to connect with your target audience? Begin by looking at what you’re doing now. For example, digital ad costs have fallen. If you can craft a message that still resonates with your prospects, you may be able to increase your impact at a lower overall cost, and certainly at a lower CPM. (Be careful, though, if your targeting relies on IP address identification. With many corporate folks working from home, their IP address will not be that of their organization unless they’re accessing the internet through a corporate VPN.)
What alternative to currently dormant channels have you shied away from testing in the past because of budget or bandwidth concerns? Virtual events rather than in-person events is the most obvious choice, but there may be other areas in your arsenal worth investigating.
Explore New Tactics for Your Sales Team to Employ
Speaking of alternatives, if your sales force has typically relied on face-to-face meetings to drive revenue, they’ll be itching for new ways to connect with potential buyers. They may be more open to new ideas than in the past; for example, creating a library of online resources.
The key here is doing the work to ensure that the resources you create align with the sales team’s needs. This makes creating a digital library a great way to get sales and marketing working together, even if they can’t be together physically. (I’m sure some of you are thinking about how that physical distance might make the process easier …)
Even better, a library like this works not only as a short-term play to get the sales team through a time of limited contact with prospects, but it also can pay benefits far down the road in the form of an expanded reach for the sales team as they become more comfortable using these tools in their sales process.
Improve Customer Experience
Don’t forget to check the possibilities already right under your nose. As difficult as it can be to connect with new prospects for many marketers at the moment, existing clients are likely far more receptive to your messaging, particularly if you focus on empathy, humanity, and being helpful.
Ask what help they need, share the struggles that your organization is going through, and make it clear that you will help them any way you can. Consider making a pre-emptive offer to clients that addresses problems you know they are facing. (See Point One above about asking what they need.) The short-term cost of any unpaid effort will pay long-term dividends in the kinds of trust and good will that lead to client retention and improved lifetime value.