Where does this pandemic bring to us? How do we stay sane in the new standards created in the post COVID era? What are the tactics we can adopt for the rest of the 2020?
Businesses are now reducing marketing budgets, focusing on prime marketing channels and reducing headcounts.
The idea is to create lean teams once again who can do it all and has just the smarter of the lot to do it all.
Every day you see a lot of tips out there, on social media, emails and forwards, talking about how webinars are back in style and what not. It almost sounds like we are being served the same dish again and again with a different name each time.
Current marketing tactics requires a Plan B that can save money and helps you get near about similar traction.
Here are some real takeaways that can actually help you :-
#Hack No. 1 – Remove & Reset
Remove budget items that are not must haves and reset your marketing investments
Think LEFT and RIGHT brain? Marketing Plan B requires you to exercise both hemispheres of your mind to shift gears. And what better way to test that than how you can handle money and messaging.
Few obvious line items that you can straight away remove – Event (Usually 10-15% of Marketing budgets) Direct Mails (5-10%), Software Renewals (Consider pausing them for 2-3 months, 5-10 percent of your budget)
#Hack No. 2 – Best platform becomes best partner in crisis
Now is the time to build lasting business relationships by offering help, by giving a helping hand and not a good time to sell value propositions.
Think about it like this – would you like a sales ad to say No. 1 solution in HR payroll management or would like to read – Automate you payroll in troubled times through our platform at no cost!
Reposition your solution as a helper and reconsider you packages and pricing. You brand messaging should speak the language that gives them ideas and support to sail through these times.
That in no way means you take a loss, it means that you figure out logical ways to reconnect with your existing clients. Offer the starter pack free of cost for 2-3 months instead of 15 days.
A few examples – Google introduces Google meets to free accounts, Adobe Spark and tools like Canva are now free until July.
#Hack No. 3 – Adjust actual event budget into an online event and use that money for follow-up marketing
A 65% B2B buyers as per Forrester prefer to conduct their purchase online, hence the although the focus may have shifted to virtual events and you may have your doubts, but this is one of the most credible piece of information that you need to keep the show on!
The other aspect that we need to keep in mind is that people are consuming more data than anytime in human history as they are spending more time online.
