Just about every business is currently trying to work out what they’re going to do with their marketing during the Coronavirus Crisis. Fortunately, ever digital marketing guru and their dog has been more than happy to share their advice.
We’ve been offering our advice as well, Rachel has been running webinars and regular Facebook Lives, she’s been on the radio, we’ve had blogs and guests blogs about the current situation and we’re getting some great feedback!
What Do The Marketing Gurus Say?
Neil Patel – Don’t exploit the situation
“The first thing we are seeing is people trying to exploit fear.
“What I mean by this is supplies are running low around the world. From masks and toilet paper to hand sanitizer and other basic necessities… I am seeing marketers buying them and then reselling them on eBay or running ads and selling them for 10-50x the price.
“This isn’t entrepreneurship and this isn’t marketing. I highly recommend that you avoid exploiting the Coronavirus situation to make a quick buck.
“Not only is it wrong but it is also very short-sighted. Sure you may be able to make a quick buck, but it won’t last… you are better off spending your time on anything that is long term.”
Read more from Neil Patel here.
Rand Fishkin – Invest now for the second & third waves in the future
You know we’re living in interesting times when Moz get Rand Fishkin to do a Whiteboard Friday again. I think his best advice is:
“I would invest now for the second and third waves. I think that’s a really smart way to go. You can look at Harvard Business Review and Bloomberg and a bunch of folks have written about investing during times of recession, times of fear, and seeing how.
“Basically when we go through wave one, which I think will be still another two to six weeks, of sort of nothing but virus-related news, nothing but COVID-19, and get to a point where we’re transitioning to this life online. It’s becoming our new every day. And then getting to a post-crisis new normal, you know, after we have robust testing and quarantining has hopefully worked out well. The hospital systems aren’t overwhelmed and maybe a vaccine as is near development or done.
“When those things start to come, we will want to have now messaging and content and keyword demands serving. Right. And ads and webinars. Anything that is in our marketing inventory that can be helpful to people, not just during this time, but over the course of these, because if we make these investments now, we will be better set up than our competitors who are pulling back to execute on this. And that is what that research shows, right, that essentially folks who invest in marketing, in sales during a recession tend to outperform and more quickly outperform their competition as markets resume. You don’t even have to wait for them to get good — just as they start to pick up.”
Check out the full White Board Friday here:
Seth Godin – Calm also has a coefficient
Seth Godin argues “Panic loves company.” He suggests business owners should: “Curate your incoming. Stay off Twitter. Do the work instead. Whatever needs doing most is better than panic.”
This has to be great advice right now when it’s so easy to find yourself losing hours sifting through panic-inducing clickbait headline on the various social media channels.
Learn more here.
What Do The Other Digital Marketing Gurus Say?
One of the things that most surprised me when putting together this blog was the amount of advice that’s coming out of marketing agencies around the world about how to market during the COVID-19 Crisis. But many of the go-to digital marketing gurus – who normally contribute large amounts of content on a given subject – have been strangely silent.
We all appreciate that it’s not a good idea to be seen to be exploiting the situation, but businesses are looking for advice. Maybe those traditional digital marketers of international repute are on the whole in the same boat as the rest of us and are just trying to figure out what to do?
I’ll update the blog are more of those traditional digital marketing experts start to put content and advice out there.
What Do Digital Marketing Experts All Say About Marketing In The Coronavirus Crisis?
You’re not going to be surprised to hear there are variations in the advice being given by digital marketing gurus during the coronavirus shutdown and you’re probably not going to be surprised by the thing they are all consistent about: now is the best time to redouble your marketing efforts.
When other businesses are closing down or turning off their marketing activities, now is the time for those businesses that can market themselves to do more. And with everyone stuck at home, online marketing has never been so valuable in reaching out and communicating with your prospective market. Sure, don’t expect traffic or for you to necessarily achieve a ton of sales, but now could be just the time you need to achieve that level of awareness that had eluded you.
In the meantime, if you’re a marketer or business owner and you’re in need of digital marketing support – perhaps because your marketing team has been furloughed – we’ve introduced some entry-level packages that we’ll be offering throughout the lockdown to help out. Check them out here. And remember, if you want any help, advice or just want to have a chat about the weird times we’re all living through, please feel free to give us a call.