If there’s a common feeling between everyone we speak with at the moment, it’s uncertainty. And that's understandable with market sentiment shifting, almost daily. Can we still really say BAU without a slight eye twitch from a mini internal panic?
This pandemic has profoundly impacted our economy, and frankly, it is hard to keep up, so here’s a summary from HubSpot’s March 2020 data analysis from their 70,000+ global customers of what we know so far. And the results are very interesting.
Data suggests that now is the perfect opportunity to attract, engage and nurture interested leads. Use this time to express genuine interest in helping them - educate, don't promote - and in return they’ll remember you after this pandemic is over.
What the data says |
What you can do |
Website traffic is increasing. |
Optimise your website and SEO. |
Facebook chat/customer initiated conversation is increasing. |
Integrate Facebook chat to your website or business tools. |
Marketing email engagement is increasing. |
Focus on sending educational resources and free tools that will add value to your customers. |
Sales email engagement is decreasing. |
If selling your product or service comes across as tone deaf to your customers right now, pause selling. Instead, identify how your business can help your customers without asking for anything in return. |
Manage your website data and turn them into reports with real numbers
Look for helpful topics to talk about with your customers and keywords to rank for SEO
Integrate Facebook chat with your CRM or website
Use an email platform to optimise your results and track performance
Have a carefully thought through content calendar which focuses on the current pain points, challenges and questions that you frequently hear from your target audience. Don’t focus on headlines with ”COVID-19” or “The Global Pandemic”, people are fully aware of it. Instead, focus on what you’ve learnt, such as the emerging “new normal” or perhaps the “next normal” state we will find ourselves in.
As Winston Churchill once said, “Never let a good crisis go to waste”. Marketers should seize this opportunity to think and react differently to this new crisis.
Find content that genuinely helps; research on different resources and consider curating great content from trusted sources or partners. Your motto should be “Always be helping” - now more than ever.
Hopefully you find these insights and suggestions helpful. If you would like a free consultation about your strategy or a lead generation audit, you’re welcome to chat with us now.