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We’re here to answer your questions.
We get it…these are uncertain times. That’s why we’re here to support the tech marketing community by offering free guidance on any challenges you’re facing. You’ll hear back from us with a personal response…And might even find your question featured in an upcoming blog post.
FAQs About Marketing During COVID-19
- How can we address the crisis without coming off as opportunistic?
Marketers should not use this situation as a chance to get noticed or try to otherwise profit from coronavirus.
COVID-19 isn’t a trending hashtag that you should start using to get attention. This isn’t a chance to start a new campaign. This isn’t the time for “going viral” videos. This is a serious crisis affecting lots of people.
It’s ok to want to do something positive and show support around a positive trend. But make sure you think through your ideas and ensure that they will be well-received by your target market.
Want more messaging tips? Here’s a blog post we wrote on “Tech Brand Messaging Tips During Coronavirus.” You might also want to read about what tech marketers should NOT post on social media during this crisis.
- All of my events are cancelled...what do I do now?
When one particular marketing channel is no longer usable you have a few options:
- Accept that your live events are cancelled and wait until next year
- Take the funds that were allocated to events and put them into another marketing channel
- Use this opportunity to try some new tactics that you’ve been wanted to test out
This is a great time to recreate the event experience online with webinars and video content. You can still deliver learning in a digital way through these portals or host a live feed on social media. One positive is that people can interact with you that may have not been able to attend your event in the first place.
Want more tips on how to adjust your marketing plan during this crisis? Here’s a blog post we wrote on “Do This Not That: Switching Marketing Tactics During the Coronavirus.“
- What if corporate cuts my marketing budget?
This is certainly a possibility although we’d suggest being prepared with data to show that in times of crisis- its actually more important to market, not less.
Whatever your budget, you will likely need to be more aware of metrics and performance so that you can make data-driven decisions. This means setting appropriate goals and having the means to track your campaigns.
Want more tips to prove the value of marketing during hard times? Here’s a blog post we wrote on “Panic, Plan or Persevere: B2B Tech Marketing During the Coronavirus Crisis.”
You could also show your boss this blog post: “Why Smart Tech Companies Continue Investing in Digital Marketing During a Recession.“
- I'm feeling overwhelmed…how do I figure out how to move forward with marketing?
During the midst of the coronavirus epidemic, marketers need to make decisions faster than ever. Smart use of analytic data is the key to reacting quickly.
The only way to make sound marketing decisions right now is to know your customers—and how they might change in the face of a recession. And the only way to know that is to use data, whether it’s yours or from the larger industry.
Here’s a blog post we wrote about how to use Google Analytics and other metrics-based platforms to get the data you need to make faster marketing decisions in a crisis.
- Our web traffic is tanking…what should I be doing?
During a crisis, most non-essential companies can expect a dip in web traffic. Luckily it looks like tech companies haven’t been hit quite as hard, with an average website traffic decline of around 6%.
That said, there are still steps you can take to prepare your tracking and fight back with better conversions. For example, now is the time to double-down on your efforts to capture visitor information, provide educational content, and start nurturing those leads with drip campaigns.
Learn more about planning for web traffic declines during the COVID-19 pandemic on our blog post.
- The content we were planning to promote during Q2 no longer seems relevant…how do I adapt?
During a crisis, otherwise great content will be skipped over because people have other things on their minds. Or worse, it could come off as irrelevant or insensitive.
To make sure this doesn’t happen to your tech company, temporarily hit pause on all pre-scheduled content offers, blog posts, social media, etc. Then, follow these six other steps we’ve assembled as a checklist for adjusting your scheduled content