Marketing During the Pandemic
While it’s true your marketing activities are not going to achieve the same results they would during normal conditions, this does not mean you should pause your marketing. In fact, the opposite is true. This is the time to get hyperactive with your marketing strategy and activities.
Why? Well for one, your competitors marketing is not working the same either. So, if you can identify the newly available opportunities and adapt, then you have a unique opportunity to gain market share that would have otherwise taken significant expense or time. It Is very possible to leapfrog over your closest competitors simply by being more agile and aggressive during these very unusual, and not likely to happen again, business conditions.
Another excellent reason to get excited about your marketing is because this too shall pass. That’s right, the pandemic is not going to last forever. Rather than sit around and feel frustrated with the lack of new clients, you could use this time to prepare for your return. Once the “Stay at Home” is lifted things are going to start moving fairly quickly. In fact, the United States government is spending over 2 Trillion Dollars to ensure that a quick recovery is not only likely but probable.
If you like statistics, then could I ask if you are familiar with the marketing definition of Frequency? Frequency is the number of times that someone must see or hear about your brand before they pay attention and, of course, history tells us that you must have their attention before they can decide whether or not they want to call, email, or reach out to your business in one way or another. Now consider that the frequency or number of times that someone needs to see or hear about your brand is much higher when they are in a distracted state. Can you imagine a much more distracted society than the present? This means that potential customers who normally have a frequency of 3-5 impressions are now more like 15-30 impressions.
No matter how you look at it, if you intend to stay in business and maximize the available opportunities, then your marketing efforts need to be more focused than ever. Whether you look for new opportunities, focus on preparing your come back, or ramp up your efforts, there is no time like the current to make gains that were simply not feasible just 2 months ago. How you come out of this pandemic is very much determined by how you choose to take advantage of the new environmental conditions.
With over two decades of in-the-trenches marketing experience, Matthew Maennche’s views on developing and supporting a successful business are fundamentally different from the norm. As a developer and strategist, Maennche has helped thousands of businesses of all sizes, both domestic and international, take their organizations to the next level.
Matthew also spends time giving back to the local business community as a volunteer, mentor, and leader for the local chapter of SCORE.