All posts by bcncorp

The Key Differences Between Content Marketing and Copywriting

Content Marketing, Digital Marketing

 

Content marketing has spent a lot of time in the limelight over the last couple of decades. As search engine optimization and digital marketing strategy has grown dramatically, content creation has continually been at the forefront of that growth. The terms content writing and copywriting are often used interchangeably, but the reality is that they are not the same.

In the early days of SEO, marketing agencies often labeled all of their content creators “copywriters”, but this is a mislabel dependent upon their particular duties. While both content writing and copywriting are critical to any successful, well-rounded content marketing strategy today, knowing the difference between the two writing methods is critical.

From intent to style and from SEO to utilization, putting pen to paper (well, putting fingers to keyboards) requires a deep understanding of purpose. Without underscoring the variations between content writing and copywriting, a content marketing plan is destined to suffer.

Content Writing Basics

When it comes to content marketing, most people think that content writing simply means creating content. While that is certainly part of it, content writing goes far beyond the straightforward concept of writing words to be digested online. Today, beneficial content writing means creating high-quality content pieces that add value to a subject matter. Value typically comes in two forms: entertainment or education.

While content writing may indirectly facilitate sales that is not its main purpose. Instead, content writing serves to build a company’s reputation, engage customers and prospects, and entertain those interested in the subject matter. Some of the most common forms of content writing include:

  • Blog Posts
  • Case Studies
  • E-books
  • Email Blasts
  • Evergreen Articles
  • News Articles
  • Social Media Posts
  • Tutorials
  • White Papers

The above forms of content writing are typically long-form and can generate leads, drastically improve search rankings, create a devoted fan base, and eventually drive sales.

Copywriting Basics

Copywriting, on the other hand, serves a much different purpose. In fact, the essence of copywriting is to persuade, not to entertain or educate. While there are instances that copywriting can both entertain and educate, the intent behind the words is to get the reader to take a specific action. As a result, copywriting plays a critical role in the sales process. When a company is running an ad or creating a sales pitch of any kind, copywriting lays the foundation for communicating with prospects.

A copywriter must maintain a finger on the pulse of what makes prospects take action. Things like understanding what type of trigger words to use and how to best formulate phrases that elicit emotion is key. Some of the most common forms of copywriting include:

  • CPM Ads (Cost-Per-Mille)
  • PPC Ads (Pay-Per-Click)
  • PPC Landing Pages
  • Product Pages
  • Sales Emails
  • SMS Ads
  • Social Media Ads
  • Website Sales Copy

The above forms of copywriting are typically short-form and are an essential component in the sales process for companies employing any kind of digital marketing strategy.

The Value of Writing

Whether using content writing to engage an audience or copywriting to convert them to customers, there is an undeniable value in written words in the content marketing world. The intention behind those words is what differentiates copywriting and content writing, but both forms of content creation are extremely important today.

A comprehensive digital marketing strategy must include content marketing, and that means launching a range of initiatives to properly promote a brand. As such, an incredible article may rank organically on Google, thus piquing the interest of a prospect. Then, that same prospect may see a Facebook ad whose copywriting is so compelling, they decide to make a purchase. In both cases, content is at the heart of the marketing plan.

At first glance, the differences between content writing and copywriting may seem nuanced. However, a deeper dive reveals the important differences between the two. While one is no more important than the other, marketers must understand the difference to successfully deploy a content marketing strategy.

Digital Marketing and a Sales Funnel: Ideal Business Solution of the Future

Digital Marketing

Digital marketing isn’t new and it certainly isn’t groundbreaking. However, as we find ourselves in the midst of a pandemic one thing is crystal clear: businesses must be dynamic to not just stay competitive but to stay afloat. Companies across the globe, in nearly every industry, are being forced to restructure, reinvent, and revitalize. Times are tough and that means keeping the sales funnel open, this requires creativity and a heavy reliance on digital marketing efforts.

It’s difficult to pinpoint changes in the present, but in the last several the evolution of digital marketing years has been enormous. For the most part, anything “digital” changes fast and that is often overwhelming for marketers. Wrapping your head around things like AI and automation can be intense. Nevertheless, the first step to keeping up with these quick changes is to fully embrace the fact that digital marketing is the future.

For many small to mid-sized companies, COVID-19 has unearthed a massive marketing headache: not enough emphasis was being placed on the digital side. From sales teams to in-person events, a lot of the focus has required human contact. Clearly, these tactics now need to be re-strategized from the ground up.

If you are one of the many business owners who still needs convincing that digital marketing and a sales funnel is the future, keep reading to find out why and how this facet of lead generation and brand building is so critical.

Getting Digital During the Pandemic and Beyond

By 2021, $375 billion will be spent on digital ads globally, according to predictions from eMarketer. That’s a lot of money, and that’s just ads. Looking at digital marketing as a whole, it is imperative for business owners to recognize that investing now isn’t just savvy, it’s essential. Companies are shifting to digital solutions now to remain stable and competitive during the coronavirus, but what happens once things begin to clear up?

The world has been taught a number of valuable lessons and one such is that the world can function quite efficiently on a virtual basis. For some that means working from home becomes the norm, for others, it means rethinking approaches to keeping customers happy and engaging new prospects. A sales funnel is the key no matter what approach an organization takes.

The following are some of the most notable considerations involving digital marketing and the future:

  1. Gen Z’s buying power: as the next generation grows older, marketers will need to adapt their language to speak to this audience sufficiently. For instance, research shows that Gen Z is sensitive to cheesy marketing tactics, so brands must make a push to get as authentic as possible.
  2. Personalization is here to stay and it has to mean more than simply addressing a prospect by first name. To succeed in the future, digital marketing efforts must learn buyer behaviors and preferences to create messaging that truly resonates to them personally.
  3. SEO is still changing because Google’s algorithm is getting smarter every day. As such, websites need to make sure that their content is readable and clear, regardless of what targeted keywords are in play.
  4. Voice-powered search is increasing exponentially. Any company that wants to compete in mobile search must be optimized for voice search.
  5. AI is here to stay – from voice assistance to chatbots, AI-powered marketing software will continue to gain hold of digital marketing as a whole.

Digital marketing is a beautiful mix of art and science. Understanding that it takes both technical knowhow and creativity to truly make a marketing impact today means keeping your sights on future trends and best practices. Companies that are looking to stay afloat during times of crisis and outshine competition during calmer seas must fully dive into digital marketing and all that is has to offer.

At Big Customer Network, we maintain a finger on the pulse of the digital marketing industry. In doing so, we ensure that our clients are taking advantage of the cutting-edge tools and solutions for all things digital marketing. Contact us today to learn how we can transform your marketing strategy.

How to Use Social Media to Grow Your Small Business

Blog, Social Media Marketing,

 

Social media is a vital tool used to connect your small business to the world. When the Pew Research Center began tracking social media usage in 2005, only 5% of Americans participated in one of the platforms. In their latest 2019 poll, 72% of the American population reported using social media at least once a day – making it an essential part of the promotion for a business. In addition to connecting with your existing customers, social media is the best way to expand your reach and grow your consumer base.

While diving into the world of social media to promote your small business can seem intimidating, there are many tools and resources to help small business owners get started. Here are some of the best tips for using social media to grow your small business:

Create a Social Media Strategy

While it might be tempting to just create an account and start posting, the best way is to establish a social media strategy unique to your brand. With a plan in place, you can set clear goals and objectives and measure your progress.

Before creating content, research similar businesses and compare their tactics to your objectives in order to determine what you like and dislike. Without copying anyone else, you can use this information to create your own social media marketing plan.

This plan may include:

  • Social media goals and objectives: Using specific measurements to track your progress is a great way to determine the impact on your business. The most effective goals follow the SMART framework, which means they are specific, measurable, attainable, relevant, and timely. Determine the goals that will help grow your business, for example, focusing on engagement rates instead of the number of likes.
  • Social media audit: If you already have accounts created, before looking at ways to improve your social media presence, it is important to evaluate the current situation, both what has been successful and what needs help.
  • Social media calendar: A calendar is a great way to organize all of the content that you want to share with your followers, mapping out the right time and the right platform to post on.

Define Your Target Audience and Expand

When using social media, it is often more effective to concentrate your efforts to reach certain audiences as opposed to creating content for the general public. To do this, start by evaluating your current customers. Then, with analytics you can delve deeper into these demographics, trying to figure out common patterns within this customer base. By micro-targeting your audience, you can create content based directly on their ages and interests.

Once you are able to define your target audience, it is time to expand your consumers by finding similar customers. For example, when trying to expand to a new market, you can mirror the traits of your current customers to find new people who will also connect to your brand.

Decide Which Platforms are Best for You

Depending on the age and habits of your target audience, you might want to focus more or less on certain platforms. For example, the average age of users on Facebook is 25-29, while the average age for Instagram users is 18-24. Gender can also play a factor in social media demographics. For example, women outnumber men on platforms like Instagram, with 43% of women using the app compared to only 31% of men. But for YouTube, 78% of men regularly watch videos compared to only 68% of women.

In addition to demographics, the platforms can serve different purposes based on your goals. According to an article from eMarketer, Facebook is a more effective tool for customer acquisition and to increase your overall scale, while Instagram is more successful for e-commerce and purchases.

The Power of Social Media for Your Business

In the early stages of growing your business, be mindful of what strategies are working and what is not working. No matter the scale of your business, social media tools can help you connect and build relationships with your audience, increase your reach, and build a successful brand.

Are you looking to establish a social media strategy or build upon a current one? At Big Customer Network, we have seen impressive results with research and strategy. Contact us today to learn more.

Building an Effective Online Sales Funnel

Digital Marketing, Email Marketing

Marketing is an essential component of business success. While there are countless methods for marketing a company, every method must have one thing in common: strategy. It can be easy to fall into the “try everything” trap when it comes to marketing initiatives, especially without professional guidance. Unfortunately, this almost always results in lost marketing dollars and a new aversion towards marketing in general.  A sales funnel will help you achieve sales success.

No matter how you choose to market your company’s products and/or services, doing so with an end goal in mind is imperative. At the end of the day, everyone wants to achieve the same overall objective: reach prospects and turn them into customers. So, how is this done? What can you do to establish a plan that successfully communicates with prospective buyers and transforms them into actual buyers? The answer often lies with an effective online sales funnel.

What is an Online Sales Funnel?

Online sales funnels, also referred to as a sales process or revenue funnel, are simply the method of leading prospective customers through the buying journey. When strategically crafted and carefully executed, an online sales funnel has the potential to transform a company’s lead generation success.

The four general phases of an online sales funnel include:

  1. Awareness
  2. Interest
  3. Decision
  4. Action

How an organization guides a prospect through each of the above phases is critical to converting leads.

Awareness

Traffic is the essence of launching any online sales funnel. Garnering traffic allows for awareness to foster, making prospects not only aware of the existence of your products/services, but making them aware of your value proposition. Using outlets like Google, social media, email marketing, and content marketing, companies are able to accumulate eyeballs and build awareness.

Interest

While running a campaign to make your target audience aware of your brand is important, it means little if you are unable to also pique interest. Incentives like free downloads, discount codes, or referral bonuses are excellent ways to draw interest from prospective buyers.

Decision

The decision part of the online sales funnel is crucial – this is where you must nurture the leads that you have cultivated. This is often done through education of the value in purchasing your products/services. Helping prospects to make a decision means arming them with the right information.

Action

An online sales funnel is all for not if the prospect fails to make it to the action stage. Closing a lead may require a bigger push such as a special offer or a coupon code. In addition, converting a customer may also require an ongoing effort in the form of retargeting campaigns to maintain engagement.

The Value of an Online Sales Funnel

Approaching sales with strategy is critical to winning new customers. While the obvious objective of any funnel is to convert a lead into buyers, there are a number of ancillary benefits to consider as well. Building brand awareness for your products/service, providing education about your offerings, piquing interest, and staying top-of-mind are all important aspects of launching an online sales funnel.

Could your business use a hand in converting leads to customers? Big Customer Network has decades of experience in building effective online sales funnels. Contact us today to learn more.

Are You Doing Webinars? You Should Be

Digital Marketing, Webinar

 

COVID-19 has opened our eyes to many ideas including the use of webinars. For business owners, the coronavirus has forced a new way of organizational thinking both internally and externally. Internally, employers must learn to communicate with employees remotely, making sure that workflow is kept stable and thriving. Externally, entrepreneurs must learn to communicate with customers and prospects effectively and regularly.

Small businesses, in particular, have been hit hard by the pandemic. They have been forced to find innovative ways to combat the massive changes that have come so unexpectedly. Those changes mean business owners must adopt new methods of conducting business, engaging clients, and generating leads. Naturally, the doors have opened for technologically to truly shine. Digital efforts have been relied upon heavily over the last several months.

So, what’s the best move for you and your business? How can you remain competitive and keep sales steady in a world where face-to-face contact rarely happens? The first step is to get really comfortable with webinars.

What is a webinar?

A webinar is a wonderful way to connect with clients and prospects. Either a live video or recorded video, a webinar allows for companies to educate viewers, promote their brand, and initiate a “soft sell” of their products and/or services. In addition, it is often an opportunity for a business owner to get in front of a ton of prospects, a rare opportunity in an in-person setting.

Now, it is important to keep in mind that simply recording a webinar is not enough. In order to produce a webinar that adds value to your company, you must properly promote it, collect data, and follow-up accordingly. Far too many companies launch a webinar and then cross their fingers that leads will appear. Like any marketing initiative, there are a number of critical steps to take to get it right.

Steps to Creating a Webinar

First and foremost, it is important to recognize that virtually every business across every industry can benefit from hosting a webinar. If you would like more eyeballs on your company’s brand, you want to sell a product/service, and you want to humanize your company in a time when human interaction is minimal, then a webinar is the right move for you.

The steps to creating a webinar are pretty simple:

  1. Choose a topic and emphasize the “why”. It’s not enough to simply educate an audience on your company’s value proposition, you need to give them a reason open their wallets. That means educating them on the industry, the product/service, the unique value of your particular brand, and point to a case study that showcases real results.
  2. Pick a platform. There are a ton of options when it comes to hosting a webinar. Once you plan out the details of what you would like to communicate, find a webinar platform that will meet your specific needs. Look for things like integration capabilities with your website and CRM program (customer relationship management), online and offline features, and any other relevant technical needs.
  3. Promote your webinar before This is a critical piece of the puzzle. Far too many people start promoting their webinar once it is already available. The key to creating a successful webinar lies in garnering buzz and excitement prior to launch.
  4. Collect customer/prospect data. Your webinar signup is one of the most crucial elements of the entire process. Make sure that you are collecting data that is important to your sales team.
  5. Follow-up. Once the webinar is over, it is vital to reach out to attendees to schedule meetings, sales pitches, and the like. The ability to now communicate with qualified leads is paramount to turning attendees into clients.
  6. Whether you host your webinar live or not is irrelevant, you must plan to reuse the content. You worked hard on creating an impressive presentation and the real value comes in promoting the webinar again and again via email marketing campaigns, social media ads, and beyond.

No matter what industry your business falls into, a webinar is a powerful untapped tool. People have grown more and more accustomed to consuming media digitally. The savviest entrepreneurs will take advantage of this new normal and launch a stellar webinar.

Are you looking to create a webinar that engages clients and attracts new leads? Don’t know where to start? We are here to help. Big Customer Network has mastered the art of digital communication. Contact us today to learn more.

Digital Marketing Strategies for Restaurants

Digital Marketing,

 

It’s no secret that the restaurant industry is a highly competitive, cutthroat market to be in. Knowing that 60 percent of restaurants fail within the first year and 80 percent fail within 5 years means that it takes a special type of person to be bold enough to enter the restaurant industry. That said, owning and running a successful restaurant is one of the most rewarding experiences for an entrepreneur.  Digital marketing can be the difference-maker in the restaurant industry

Restaurants are only as successful as their most recent customer and their most recent online review. While much of the restaurant industry has stayed the same over the years, one thing has indisputably changed and that is marketing. The ability to get customers through the door means promoting with meticulous strategy. Billboards and flyers just won’t cut it anymore. Restauranteurs who outlast their competition understand that digital marketing is the key to winning big in 2020 and beyond.

The COVID-19 pandemic has unearthed a number of changes in how people conduct business and how consumers react to societal changes. Those restaurants lucky enough to survive coronavirus will likely tell you that it had nothing to do with luck at all. That’s right, the savviest restaurant owners have mastered the art of digital marketing.

Let’s break down some of the specifics.

A Plate Best Served Online

Unless you’re living under a rock, you know that most people consult their smartphone before making a decision about…well, anything. With this knowledge, it seems logical for a restaurant to invest in digital marketing. If so many people are relying on the internet for decision-making, why is restaurant marketing still a tough sell?

The pushback can be attributed to a range of issues, but the main holdup seems to be a hesitation in abandoning marketing tactics that used to work. The key here is to recognize that old marketing methods simply don’t cut it anymore. To stay competitive, restaurants must rely on digital outlets to push their brands and promote their food. From social media marketing to website optimization, staying ahead (in pandemics and normal life), means setting aside budget to digital marketing.

The following are some of the most notable ways that restaurants are taking advantage of digital marketing today:

Make Your Website Beautiful, User-Friendly, and Optimized for Search

A website used to be no more than a brochure. Today, a website is a lead generation tool, a data capturing giant, and a connection to your customer base. To be successful, restaurants need a website that not only looks great and functions perfectly, but it needs to be optimized to appear in Google search results. Your menu should be easy to read, your photos should be optimized, and your social media links should be prominent.

Get Social

Running a restaurant promotion is one of the oldest tricks in the book. Doing so on social media means having the ability to target people based on location, interests, and user behavior. This means that you can talk to an audience who is ready to engage. Be sure to dedicate a lot of time and effort to crafting a social media marketing strategy that works for your location and target demographic.

Seek Out Influencers

Foodie bloggers are everywhere nowadays. With a quick search on Instagram you can instantly find out who loves food and who has a following of people who love food. Invite these people into your restaurant and pull out all of the stops. There is truly no better way to showcase your best dishes than with a nod of approval from someone who consumers already trust.

Don’t Neglect Email Marketing

Premiering a new dish? Running a special on an old favorite? Did you finally get new booths? These are notable announcements and they should be distributed in a well-designed email. Your customers want to hear from you. From a local pizza joint to a high-end steakhouse, hearing from a favorite restaurant is critical to remaining top-of-mind.

Restaurant Success Through Digital Marketing

There are so many ways to market a restaurant online that it can be overwhelming to weed through the good and bad methods. The truth is that most restaurant owners do not have the time to run digital marketing campaigns. As such, dedicating the budget for hiring a marketing company is critical. If the pandemic has shown us anything, it’s that staying top-of-mind to customers can make or break any company. Digital presence does just that.

Could your restaurant use a boost in foot traffic? Big Customer Network is here to help. Contact us today to learn more.

5 Savvy Ways to Combine Traditional and Digital Marketing

Content Marketing, Digital Marketing, Email Marketing, Social Media Marketing,

Marketing, in any capacity, is an essential component of business success. Organizations of all kinds realize that promoting their value to a particular audience is paramount to generating leads and making money. This realization is nothing new. The Egyptians knew that they could use papyrus to craft sales messaging. Marketing is both an art and a science, making it one of the most complex and dynamic practices around.

Traditional marketing laid the foundation for digital marketing’s triumph. And today, many business owners have abandoned traditional methods of advertising. Some have shied away from billboards to give Google ads their attention, others have removed all magazine ads to run Facebook campaigns or even their television spots to establish and grow their YouTube presence.

As new and shiny technologies emerge, it can be very tempting to ditch all traditional ways of communicating with prospects. But is this the way to go? Has digital media overtaken traditional media in such a way that it makes sense to dedicate all dollars to the former?

While there is certainly much to be said about the power of digital marketing in 2020 and beyond, it is worth noting that traditional marketing tactics still have power too. What if combining the two strategically was the winning ticket?

Today, we explore some of the shrewdest ways to make digital and traditional to work together, creating the opportunity to cast a wider net of prospects.

Merging Traditional and Digital Marketing for Business Wins

Digital marketing can live in a lot of places – your phone, your inbox, the websites you frequent, and so on and so forth. And while our lives are overwhelming digital, there are still a number of places that website code and internet access cannot reach. Digital marketing cannot have a conversation with a prospect during a networking event, it cannot be sent to the front door of a home, and it cannot target hundreds of thousands of people driving along a highway.

So, how can you utilize both digital tactics and traditional methods to reach your target audience everywhere? Let’s dive in.

1.      Direct Mail and Email

The ability to reach people in their mailbox is still powerful. Sure, some will immediately throw away a flyer or a coupon book, but what if that flyer or coupon book came from the same company that sent an email earlier that day? Brand recognition goes a long way in generating leads and coordinating direct mail with email marketing campaigns can have a major influence on consumers.

2.      Billboards and Geotargeting

Location is huge in marketing, that’s why billboards still live on the sides of the road worldwide. Geotargeting is also hugely important for companies looking to corner a specific zip code or neighborhood. Combining these efforts can prove to be enormously successful, especially if data-collecting via geotargeting is then applied to the billboard location.

3.      Cold Calling and Prospect Data

Cold calling may seem like the most antiquated play in the book, but what if you were cold calling someone who took an action indicating they had an interest in your product/service? This is the power of combining cold calling and prospect data. Using data to identify intent, you can reach out to people who have expressed interest based on their online activity.

4.      Newspapers and Digital Ads

Newspapers have certainly taken a hit in recent years, but many people still like to start their day with a black and white paper. Running an ad in a newspaper and then following up with digital ads targeted by location can be a great way to hit people twice in one day. Plus, with readership dwindling the cost of newspaper ads has gotten a lot more competitive.

5.      Local Events and Social Media Marketing

Hosting a local event is a great way to engage current clients and attract new ones. Pairing this with a social media campaign can be very effective. This may mean giving a discount for social media check-ins or even featuring attendees on your social pages. Coca-Cola’s “Share a Coke” campaign was a major success. Fans were encouraged to purchase a personalized bottle and this boosted online sales. Plus, countless people posted photos of their Cokes on social media, further promoting the campaign.

Lessons from Diversification in Marketing

Most marketers can attest to the fact that putting all of your eggs in one basket is a big mistake. Running only Google ads will inevitably leave out segments in your target market. Putting all of your money behind a billboard on a major highway will only work with supplemental digital activity. As we shift more and more digital as a society, it is tempting to forgo all traditional methods of marketing. However, those who can combine both digital and traditional marketing strategies will find themselves winning big with their audience.

Could your company benefit from the combination of both traditional and digital marketing? At Big Customer Network, we have mastered the art of finding the perfect combination for our clients. Call us today to learn more.

7 Best Practices for Hosting Successful Virtual Meetings

Digital Marketing,

Day-to-day business has been turned on its head over the last several months. While the pandemic has certainly upended many aspects of business, there are a number of redeeming elements linked to conducting business amidst a near nationwide quarantine. Companies of all sizes, in all industries, have surprised themselves in their ability to hold virtual meetings.

From internal meetings to client relations, relying on virtual tools has become commonplace for business operations. Those organizations that are able to lean on digital assets will position themselves to succeed not only during the COVID-19 era but far beyond. Hosting a virtual event requires three important elements:

  • Planning each aspect with strategy
  • Meticulous preparation and rehearsal
  • Ability to troubleshoot and roll with any hiccups

Presenting to a group of prospects on a virtual meeting means getting an opportunity to reach people in a specific setting. With this in mind, it is important to take advantage of the platform and the audience in the most strategic way possible. Companies who rely on in-person events have had to rethink how they will remain in business. In order to adapt to our current situation, virtual events have seen a rapid rise in popularity.

In some ways, replacing in-person meetings with virtual meetings have limited companies’ ability to reach their audience the right way. On the other hand, virtual events allow for a global reach that would be impossible for many in an in-person setting. As such, it is critical to host a virtual event the right way in order to retain current clients and seek new prospective clients.

The following are some of the most important tips for hosting a successful virtual event:

  1. Define your goals before planning any aspect of the virtual event, and keep these objectives in mind during each phase of planning and launching the event
  2. Conduct thorough research to determine the platform that you will use – this means focusing in on features, metrics, engagement tools, and other relevant aspects to your company
  3. Keep your brand in mind throughout each aspect – from landing pages to social posts and from virtual background to email automation, your brand should be accurately represented
  4. Create high-quality content that is beneficial to your audience – whether that means producing a new video or designing impressive documents to supplement your meeting, make it impressive
  5. Promote, promote, promote – in this era people are inundated with virtual meetings, so make sure your promotional materials are abundant and informative to ensure that you have a sizable audience
  6. Take advantage of registration information – make sure that when someone signs up for your virtual event that their contact information is captured and added to your CRM
  7. Follow-up – when your event is over, plan to offer supplemental materials as a way to follow-up and offer an added bonus for attending

Creating, planning, and executing a virtual event can be a daunting task, especially for organizations that typically rely on in-person engagement. While the thought of making something like this happen can be overwhelming, it is important to remember that riding this learning curve will set your organization up for success well beyond this pandemic.

Invest in the time, people, and tools that it takes to make your virtual event fantastic and you will benefit greatly from new clientele, a new skillset, and an offering that will be utilized today and tomorrow.

The Dos and Don’ts of Communication During COVID-19

Content Marketing, Digital Marketing

Effective Communication

Businesses both large and small are navigating uncharted territory right now when it comes to communicating with clients and marketing to prospects. Is it insensitive to be advertising for your company right now? Does promoting your brand during these times come off as exploiting a health crisis? COVID-19 has unearthed a number of important aspects of running and marketing a business that may have never been considered before. The reality is that companies must come up with a plan to keep business afloat and, like any good business plan, marketing is an essential component.

Your marketing strategy and communication does not have to shut down during this pandemic, but it does need to take into account our current situation. This is not a time to be tone-deaf because prospects and clients, even your most loyal clients, will take notice. With this in mind, it’s time to start considering how to best market your business without offending anyone. The answer? Provide value and, more importantly, be helpful.

COVID-19 Marketing Strategies for Timely Communication

Actively communicating with clients and prospects during the pandemic is absolutely acceptable. The manner in which you do so, however, is the potential cause for concern. This is where companies are either receiving major praise or taking major flak. For instance, sending a promotional email that fails to address the unusual circumstances we find ourselves in can rub people the wrong way. On the contrary, running that same promotion with a helpful tone that recognizes these crazy times can go a long way in keeping current clients and drawing in new ones.

Stay Relevant

DO: continue to communicate your brand’s value by offering promotions and other incentives that may help your target audience during these times.

DON’T: put your current marketing strategy on hold.

Strategically Promote Your Content

DO: take advantage of the uptick in people’s media consumption by promoting timely, useful content.

DON’T: post random content just to take advantage of a steady audience.

Providing Value

DO: take into account how the coronavirus is impacting your target audience and offer useful guidance as it relates to your brand.

DON’T: distribute content that serves no immediate value to your audience during these times.

Maintain an Online Presence

DO: make sure that your store hours and accessibility is readily available on your local listings. Be proactive in informing your audience about company status.

DON’T: assume your customers and prospects know how your brand is handling COVID-19.

Differentiating Your Brand

DO: get creative in how you sell your product and/or services right now. People are more engaged online than ever before and now is the time to separate yourself from the competition.

DON’T: get lost in the shuffle of similar brand messages that all of your competitors are pushing.

Riding the Wave of Uncertainty

The roadmap for the next few weeks and months is laced with ambiguity and giant question marks. It’s hard to navigate these uncharted territories without having a few missteps here and there. Nevertheless, the biggest mistake companies are making right now is not necessarily saying the wrong this, but not saying anything at all. Communication has never been more essential.

Simply put, your clients have no idea what is going on with your brand unless you tell them. Get your team together, brainstorm a sensible strategy, and take action. Together, think through the best way to communicate with your audience and be sure to avoid making costly mistakes. In the end, the brands who handle themselves with compassion and strategy will cross the pandemic finish line stronger than ever.

Are you looking for some guidance in communicating with your clients and prospects? At Big Customer Network, we specialize in communication and marketing with strategy. You can probably use our help now more than ever, so contact us today to learn more!

Digital Marketing During COVID-19 and Beyond

Digital Marketing, Email Marketing, SEO,

Online Marketing

 

COVID-19 has impacted nearly every aspect of the lives of individuals and businesses across the globe. From contract workers to small businesses to large corporations, a multitude of adjustments have been and will continue to be made. The reality that we now find ourselves is strange and new. Whether we like it or not, we need to rethink everything when it comes to the way in which we conduct business including digital marketing.

The changes have been drastic and far-reaching, but they all have a common thread: nearly everything must be digital. Conference rooms have been replaced with Zoom meetings, classrooms have moved online, groceries are being delivered via an app, and the list goes on and on. So, where does digital marketing come into play? How can companies adapt and stay afloat during these unprecedented times?

The answers aren’t always crystal clear and they seem to be evolving with each passing day. However, there are a few things that we know will be true today and tomorrow. Digital marketing was important yesterday and it’s even more important tomorrow. With this in mind, we are breaking down just how important it is to establish, maintain, and grow your online presence in the world of COVID-19 and beyond.

Let’s dive right in.

Start Internally

It would be unfair to jump right into digital marketing tactics without addressing the elephant in the room: a lot of businesses are suffering right now and are simply clueless when it comes to basic functions. Before we discuss how you are communicating with your customers, it’s important to figure out how you are communicating with your team. The best place to start is to establish protocols and best practices.

With everyone working remotely, it can be extremely hard to keep track of roles and responsibilities. Take advantage of platforms like Hatchbuck, Basecamp, or Zoom to begin to streamline your operations. Don’t be afraid to try a platform and then change your mind. Everyone is learning as they go and it is important to find a good fit for your particular industry and company.

Beyond nailing down a communication and workload strategy, it is important to find a way to keep employees motivated and engaged. Encourage workout breaks and happy hours, recognize great work and contributions and be as transparent as possible in conveying the status of your company’s overall health.

Take Advantage of Digital Marketing’s Power

Coronavirus may have shined a light on all things digital, but the truth is that digital marketing has enjoyed its time in the spotlight for many years. With mounting pressure to “flatten the curve”, people are stuck inside and forced to conduct their day-to-day routines inside. And that means relying on the internet for, well, everything.

There are a few critical digital marketing elements to focus your efforts on right now:

Email Marketing

Unless you are living under a rock, you have probably received countless emails informing you of how any company you have ever interacted with is handling COVID-19. In some cases, this was necessary and important. However, the real value in email marketing lies in the months ahead. First, focus on customers. Reward their loyalty with a great deal and remind them that you are open for business. Next, promote your best-selling product/service to your entire list. Highlight the selling points succinctly and send a follow-up to anyone who clicked on a link in the email.

Review and Optimize Your Website

Now is a great time to make sure that your website is up-to-date. Make sure your products/services pages are current and that all links are working correctly. Test contacts forms, add links to your social platforms, and regularly add blog/article content. Finally, put some real time into your search engine optimization (SEO). While there have been dips in sales and traffic across websites in every industry, these numbers are expected to rise and you want to be prepared.

Get Social

People have a lot more time on their hands these days, and that means that they are spending way more time on platforms like Facebook, Instagram, and LinkedIn. Take advantage of this by posting relevant, valuable content and then engaging with prospects and customers. In addition, invest in ads. Facebook ads are currently seeing a very low cost-per-click (CPC), so build a well-thought target audience and launch some ads.

Go for the Google Ads

There has been a recent surge in cost per conversion across nearly every industry running Google ads. Organic traffic has been down, so now is the perfect time to capitalize on paid ads. It’s easy to view now as a time to curb ad spending, but it is just the opposite. With less competition, now is the perfect time to run a set of highly-targeted Google ads.

The Timelessness of Digital Marketing

COVID-19 has unearthed a new necessity when it comes to digital marketing, but its value is truly ageless. In fact, the coronavirus outbreak is likely to highlight the fact that people don’t really need to go into stores, whether we like it or not. Now is the time to dedicate your time and your budget to digital marketing.

Looking to stay afloat in this uncharted territory? Big Customer Network is here to help. Contact us today to learn more.