7 Steps to Familiarise Marketing When Crisis Happens

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When calamity strikes, marketers must know what is at stake and adapt accordingly. In times of crisis, we are not dealing with the audience we normally market to. Every individual reacts differently to crises—some with fear, others with anger, etc.

This change affects decision-making and buying behaviour—customers may become more cautious and cancel or postpone purchases. When communicating with our customers during a crisis, we can’t rely on usual best practices, buyer personas, and established processes and KPIs.

Yet we must still do our jobs. If we take a step back to evaluate our marketing efforts, we may even notice that difficult times remind us to communicate with more empathy, authenticity, and focus on building lasting customer relationships, not on the number of transactions.

Disruptions happen all the time, but that doesn’t mean that as marketers we should panic and stop all activities. On the contrary, this is the time to reinforce company values, get creative, and think long-term.

Thinking of long-term results rather than short-term gains empowers us to navigate a disaster zone while maintaining a competitive edge. That means aligning our efforts, communication tone, and marketing strategy with the situation at hand. As marketers, we are best positioned to lead companies through this temporary shift and prepare for what’s next.

So here are seven marketing tips to help you navigate the marketing landscape in times of crisis.

  1. Place current KPIs and short-term objectives on hold

Adjust your targets for lead generation. It might be prudent to put them on hold altogether in some situations. Over a certain period, review performance and then decide what makes the most sense for your company and team.

  1. Communicate with empathy

There is a significant opportunity to prove to the market that more than making money, your brand cares. Show clients that you care about them, their well-being, and their company’s health (in a B2B situation).

During a crisis, how can your products and services solve problems for your customers? Are these solutions known to your clients? To reach customers with personalised messages and help them solve new challenges and get more value from your products and/or services, team up with your customer support team.

Have a casual conversation with your clients when you are in B2B to find out their specific challenges and how you can help them keep their heads above the water. Show the human side of you.

The long-term benefits will more than offset the temporary loss of revenue if you plan and execute correctly.

  1. Become part of the solution

This might be a good time to start if you don’t have a corporate social responsibility (CSR) action plan in place. If you do, then see if the timely solutions and areas where you can be most effective can be the focus of your attention.

It could be making monetary contributions and matching the donations of your staff to non-profit organisations working on the problem(s) at hand. Or maybe your business has other resources to build solutions or mitigate negative impacts in some way, including technology and specialised skills.

During a crisis, many CSR tactics produce tangible benefits. They can increase customer loyalty and greatly enhance your brand reputation.

  1. Share your results 

You must share the outcomes of your social responsibility efforts tastefully and appropriately. If you have been able to raise funds with the help of your staff and clients, let people know where the money has gone. Send out an email. On social media, blast it. Focus on the cause/issue and the efforts, not your company or brand, to resolve it.

Avoid publishing a press release or using it as an opportunity for promotion. Instead, thank and remind everyone involved of the importance of making a difference, particularly in times of crisis.

  1. Do discuss your product in the right context

For example, let’s use the unified customer relationship management (CRM) solution from ZOHO, which includes built-in marketing automation (MA). Without losing momentum or slowing down operations during a crisis, the Telesales team uses the system to align sales and marketing teams and manage outreach and projects at every client touchpoint.

The Telesales team also continues to reach out with tips to their customers to help them leverage their own TM Tollfree number and ViSight Reporting example and minimise their organisations’ impact. What unique features or advantages are offered to customers by your products and services that could help them right now?

To navigate through a crisis, you can also publish how-to articles and guides on using your products. Perhaps it’s about remote work management. Or how to use slow time to prepare companies for the aftermath of the crisis. Involve your customers with original or curated content that will be of use to them even if your products/services do not fall into the most relevant category.

Don’t concentrate on selling, but rather educate, support, and assist the companies of your clients to survive the downturn and figure out their next steps.

  1. Stay positive 

Optimism is relevant. It allows us to get through difficult times and remain hopeful. Find and share storeys in times of crisis of human perseverance, creativity and innovation. If you have clients who are somehow making a difference, tell their storeys. A temporary situation is a crisis. Not only does staying positive help to weather the storm, but also to prepare for what’s next.

  1. Don’t let routine administrative processes fall through the cracks

Even in crisis mode, with up-to-date customer data, you must still maintain a clean marketing database.

It’s just a coincidence that this is the final point on the list. A particularly significant and essential aspect of keeping the lights on at any moment is clean and up-to-date customer data. Make sure that you continue to carry out your daily administrative tasks and encourage your team to do the same.

If you take away one lesson from this article, while marketing through a crisis, it should be to practise empathy. Everyone is experiencing the situation in their way and reacting to it. For now, put aside the hard sell.

Your marketing strategy should concentrate on relationship building, brand reputation management, and client retention during a crisis.

Marketing is tough through a crisis. But you’ll come out on top in the long run if you’re an adaptable marketer and put a few pieces of advice from this article into action. Remember, just before dawn is the darkest hour.

Talking about familiarising your organisation marketing during a crisis, do you know that Cyngus Technologies is having a great deal? It’s a Digital Marketing Package deal. We are offering you a great offer for 3-months’ worth of saving for TM Tollfree Service Package for FREE if you subscribe to TM Tollfree service before the end of December 2020. Get a greater deal at a good fraction of price. Our complete FREEBIES include

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Call us at 1-800 22 2020 or visit www.tollfreemalaysia.com for more details regarding TM Tollfree and Digital Marketing promo. Cyngus Technologies – Complete Your Brand.


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