Business Marketing Strategies To Manage The Coronavirus Downtime | Melotti Media

Business Marketing Strategies To Manage The Coronavirus Downtime

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The Coronavirus or COVID-19 Pandemic is starting to put a big pause on the world. 

As we’ve already seen, everything has started slowing down – people can’t go about their normal activities and routines, events have all been postponed and we’re all being told to isolate ourselves. 

Unfortunately, this is leaving businesses at a bit of a loss, as customer interactions are becoming limited, and in some cases, non-existent. 

This coronavirus downtime may have you wondering what your business should do. 
Marketing is your answer – and here’s how.

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Prefer to listen, rather than read? Here’s the Podcast summary!


Yes – the current environment is less than ideal for businesses. 

Or is it? 

This COVID-19 environment presents a unique opportunity to reflect and evaluate your current marketing strategy, or better yet, develop some new killer strategies for now and when it all passes. 

To provide some guidance, here are few marketing strategies we recommend to help your business during this period of pandemic: 

1. Evaluate your analytics.   

Measure first, monitor next and manage after – marketers often forget this step. 
 
If your business is not busy bustling around its right now, take the time to analyse all your marketing analytics across all of your initiatives. Check your campaigns and online marketing efforts to see if they’re performing well and giving your business good returns, so you know where to focus more of your effort to improving (such as your website). 
 
Tools like Google Analytics can help you measure traffic, views, search results bounce rates and user behaviour. Monitor and use all this data to re-evaluate your current marketing strategy and make necessary amends in areas where you have to. 
 
For more, read: How To Use Data To Guide Your Decision Making
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2. Address those “back burner” marketing items. 

We all have a list of less-important-but-still-important things that we all keep putting off. 

Now is the perfect time! Strengthen all those neglected areas of your business to make your marketing far more robust. 

For example, check your social media accounts like Facebook, LinkedIn, Twitter and Instagram. See if all the contact details are updated, bios are engaging, posts are done at the right time, and comments have all been responded to. 

Next, update your Google My Business accounts and all other local business accounts too.  

Also, start cleansing your CRM data and update your email list. 

Lastly, go through your website and check to see if all the links are working and all the web copy is quality (does your website copywriting need an upgrade?) 

For more, Check out our 3 Tips To Improve Your Website Copy. 

3. Plan your content and ramp up your content marketing. 

The Coronavirus downtime is the perfect time to get ahead of your content marketing strategy – you know the one you wish you had more time for?  

Now is your chance to plan out and schedule your content marketing with your team, from ideas and topics, to calendars and procedures. This way, when the business picks up again, you’ll be set up and better prepared than ever before 

Also, catch up on writing those blogs you’ve been wanting to do or try repurposing your older content to tap into new customer segments. 

If you’re timepoor, you can always hire freelance copywriting expertswho can craft captivating and value-adding content for you.

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4. Reconnect with your audience online. 

Even though you can’t personally interact with your customers at the moment, you still shouldn’t make them feel abandoned. It’s important to maintain constant communication and show them that they can rely on you. 
 
How? 
 
You can send emails and EDM campaigns to explain how you’re managing this crisis. Tell them your action plans and on how you will continue to work with themYou can also ask them for feedback through polls and surveys, giving them more reasons to engage with you, while also providing you with ways to improve. 
 
For more, see: 5 Ways To Communicate Effectively During The Coronavirus (COVID-19) Outbreak 

5. Experiment with new marketing ideas and test-drive them. 

Necessity is the mother of invention! 

During these difficult times, now’s the time to think about how you can shake things up with your marketing and give them a go with its low risk. 

You never know what direction you may be able to take your business, how that you have the chance. 

If things go well, you can start planning on fully implementing these ideas after the COVID-19 Pandemic. 

6. Utilise video and podcast content. 

Right now, with people at home, your customers now have more time to kill. 

Give them something valuable and interesting by posting a lot of videos to watch and podcasts to listen to. These types of content are effective ways to catch their attention and promote your brand – giving you more opportunities to gain a larger online following.

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7. Design new promotional materials and collateral. 

Have a good look at all of your branding and printed marketing collateral. 
 
Are they still aligned with your overall marketing strategy? Are they still fresh and relevant? If not, this is the ideal time to create new promotional material and refresh older version so they’re ready. 

8. Do some competitor research. 

Conducting some competitor analysis now is an effective way to uncover hidden weaknesses and threats of your competition, and then turn them into strengths and opportunities to improve your marketing. 

You can start by checking their social media strategies and promotional campaigns.

9. Join online communities. 

Who says you can’t do networking online? 

Expand your connections, improve your online presence and build more client and business relationships by joining different groups through Facebook, LinkedIn and forum groups. 

10. Have your marketing team plan for the long term. 

The COVID-19 Pandemic won’t be the last struggle your business will be facing this year and in the future. 

There will always be challenges – the coronavirus is just the current one. So, what you can do now is use this time to evaluate your action plans for the future. 

Keep in mind the things you have to prepare for, the things you learned in this current crisis and what contingency steps you can take to secure your success in the future. 

For more, read our article: 9 Ways To Empower Your Marketing Team.

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​In summary, don’t allow this recent Coronavirus downtime to get you and your business down.  

These 10 marketing strategies will help your business prevail during this hard time. 

Keep calm and always remember that there are Marketing copywriters who can help you plan out and create the right types of content (audio, visual or written) for your business using their skills and experience. 

How can Melotti Media help you?    

To engage your customer and achieve ongoing business success today, you need quality copywriting and consistent content. However, we understand that this is easier said than done. 
 
You’re time poor and spread thin, and writing isn’t your expertise. So, focus on what really matters, while we take care of all of your copywriting and content marketing needs! 
 
For more information or to speak to a quality copywriter to get the results your business deserves, contact me now at chris@melottimedia.com.au. 
 
My team can sharpen your words to achieve your goals, today! 
 
Christopher Melotti 
 
Melotti Media Copywriting & Message Marketing Bureau
www.melottimedia.com.au 
 
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