A Note from Trekk: Marketing in the Age of COVID-19
Wednesday, March 25, 2020
I hope this email finds you safe, healthy, and with just-washed hands. Like many of you, Trekkies are working from our respective homes, doing our part to #flattenthecurve and collaborating with one another via Zoom and Slack.
We've spent the last two weeks listening to our clients so that we can understand how their needs are changing and support them through this time of uncertainty. Our goal is to help the organizations we serve to be agile and to think creatively about how they can best serve their own customers right now.
Last week, Trekk's EVP Sarah Mannone shared our thoughts on marketing in the time of COVID-19. Some strategies that might be useful to you:
Move your events online. A webinar or an interactive virtual workshop can still help attendees make connections, and going dig extends your reach to people who might not have been able to make it in person anyway. For trade shows where you were supposed to have a booth presence, consider repurposing the creative for a targeted lumpy campaign. (Here's a detailed description of lumpies.)
Equip your outside sales team for inside sales. Sales reps who are used to closing the deal through face-to-face meetings need extra support from their marketing teams right now. Inbound marketing campaigns, automated lead nurturing, and lead scoring can help these reps adjust, but it's crucial that any tools you implement be super intuitive. (We prefer HubSpot and are helping a few clients ramp up on it right now.)
Focus on service. What are your customers' biggest concerns right now, and how can you communicate proactively to get them answers? As Sarah said, now is not the time for pumping out scheduled tweets as if nothing is happening — the companies doing that are coming across as tone-deaf. Let your audience see the human beings behind your brand and use your marketing efforts to be as helpful as possible.
On that note, we're here for you if you want to talk through any of these ideas and how they apply to your own marketing strategy. We're all in this together.