Adapt (your marketing and communication efforts) or die

 Authored by: Stephné du Toit, Content Manager at At that Point

By now, we have all settled into our makeshift offices at home. We have become experts at distance communication with the help of Zoom, Teams and Skype meetings, among others. We had to “adapt or die” as they say.
 
To adapt and not die in this new normal, we need to change our approach to marketing and communications. This means that we need to adjust our resources, communication plans and our budget over the short- and long term. Our customers’ behaviours have changed dramatically as in-person meetings, events and workshops had to be revised and replaced with other channels to reach our potential customers.
 
For the companies that have made the leap before COVID-19 to digital environments and leaving traditional communication channels behind, riding through this pandemic storm was much easier than for others and minimised the disruption throughout their businesses. However, many companies, services and even sections in the entertainment industry that were not prepared for the shift, sadly did not make it past this pandemic.
 
If you are still willing to adapt and swing this boat around to higher ground, we can recommend a few strategies to consider when you are adjusting your communications and marketing plan:
 
1.       Video
With smartphones in almost every customer’s hands these days, your target audience can be reached by a click of a button, or rather by pressing play on a video.
 
Videos can be shared across multiple platforms, are easy to grasp and visually entertaining. Start off simple, use existing clips from your webinars or past event presentations and share them with your customers. Not only do you create awareness of your brand but, you also educate and provide trusted content to your audience.
 
There are various free video editing tools online to transform  a modest five minute interview into a cost effective visual communication tool.
 
2.       Webinars and Virtual Events
Even schools and Universities are now almost 100% dependent on webinars and virtual classrooms. So why should your company stay behind? This communication channel can never replace face-to-face interactions, but the recent boom in virtual platforms have created many opportunities to engage with other delegates - all in the safety of your home office.
 
3.       Social Media
Communicating through social media platforms gives you the opportunity to engage with your target audience in more than one way.

• Build online communities and encourage customer participation through testimonials, thereby humanising connections and maintaining long-term trusted relationships.
• Maximise your content through posting the same message in different formats on your channels for example, images, downloadable documents, videos, and links to your website.

4.       Content Marketing 
In an article titled “How To Positively Communicate With Your Audience Amidst A Pandemic”, Jagruti Bhargav, asked various marketers what content they create and post to their target market. The unanimous answer was content that is positive, hopeful, and helpful. 

This is a good read as to learn how messages should be structured and filled with empathy, because we are in this together, helping each other - survive, grow and shine. 

5.       Lead Fostering
Stay in contact with your potential customers, especially during this period of economic adversity. Respect the threats to their lives and livelihoods that have altered their priorities and preferences.

This can be achieved by sharing thought leader content and other valuable information through previously paid for webinars and downloadable content.

Assure your potential consumers that your company’s values will remain unchanged, by clearly unpacking your values propositions.
 
For a further read on how other companies have adjusted their communication and marketing strategies and get inspiration to help your company adapt, rather than die, I recommend reading How business adapted - COVID-19 case studies by Derek du Preez.

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