In an effort to do our bit to help our clients and community during the COVID-19 pandemic we have set up a free virtual helpline for marketers, communicators, creatives and business leaders to give you a platform to ask your questions – big or small.  So far we’ve received questions about media and press release strategies, alternatives to event marketing, how to communicate with employees, whether to join the hoards doing email, webinar and other forms of digital marketing, how to approach high-value complex sales engagements that are usually done in person in various countries over several quarters….the list of questions is growing.

We’re making sure each person who submits a question gets an answer tailored to their business or situation.  We’re also making the questions anonymous and posting them into the Q&A list on our website for all to see.  The intent here is to help as many people as possible – no strings attached.

So if you have a question you’d like to submit you can do it via the form on our COVID-19 Virtual Helpline page, or simply email your question to us privately.


The COVID-19 Comms and Marketing Questions and Answers so far

Email is still among the most valuable communication tools. There are external influences reflecting the downturn in open rates, however as long as your content is valuable you should continue to send them out. Value is the key. Listen to your audience by the numbers and conversations you have, gear your content strategy to meet their needs.

Also, your unsubscribe rates are really important, it helps you understand your true audience. People have time to clear out their inbox, so don’t be too disheartened when your numbers start to decline.

Overall, don’t do the hard sell and keep it relevant and true to your brand.

 

The most important thing is to keep your brand promise.

Focus on the purpose that you’re delivering on and why your customers and users should keep coming back to you.

Personal human experience is emphasised and easily recognised through video – messaging comes across more genuine and authentic from a champion and believer of your brand.

 

Dive into your data! Recognise where the majority of your revenue comes from and focus on service delivery across the most effective channel based on your analytics. Localise with Google Ad spend, or segment your EDM messaging to suit the most engaged user lists or consumers geographically.

Get close to your CFO and technology team, talk about necessity. If there is a need to run lean for while, turn off what’s not working!

 

Ideas need to be generated, approved and rolled out, so sometimes it’s quite useful to visually organise the process or progress. Organisations of varying sizes will suit different systems. However, we have compiled a list of useful tools we and some of our business peers use, such as:

Try and discover digestible pieces of information that customers can take action on, or consider different parts of your service offering. Tips on the market or perhaps break down your existing content that is assuring people who haven’t experienced your offering and have questions that can be answered now. Instil confidence in your customers.

Also try using technology platforms such as Google Trends for research on high ranking search terms.

To decide on format, look at your analytics, specifically your top traffic and engagement numbers on each of your marketing channels. This will give your resources an indication of where to focus their attention in posting new content. An SEO specialist can also provide these insights for you.

 

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Amy Ward

About Amy Ward

Amy Ward is a strategic communications and management consultant. She is the founder and director of OTM, a successful management consultancy, specialising in strategy, commercialisation, communications, change and marketing. Her professional experience spans commercial organisations, government and not for profits. For close to twenty years she has worked with complex B2B and innovative B2C programs and services across diverse industries such as information technology, eHealth, primary health and community care, telecommunications, mining and resources, management consulting, process control, integrated transport, geospatial, sustainability, retail (online) and more. Amy is generous in volunteering her expertise as a mentor and as an advisor. In addition to her day job at OTM she is a board director for Communify, an advisor for the Inclusive Brisbane Board, Professional Advice Alliance and a mentor for the Queensland Government’s Mentoring 4 Growth program.