Is it just us, or are brands basically putting out the same exact message about COVID-19? Well, turns out it wasn’t just us who noticed. Us and 1.5 million other people did. We’ll just drop this here…
We were shocked — and, in fact, it’s one of the reasons why we’ve been offering free-of-charge consultations about how brands should actually be communicating amid this pandemic and stand out among the many somber pianos and “we’re here for you” messaging. Our latest installment of this has been through a webinar we aptly named Pivot, Don’t Pause, which we hosted on May 21.
The brainchild of a few Integrators looking to speak on shifting marketing trends, Pivot, Don’t Pause is a concept based on pure in-the-trenches experience: brands were pausing their marketing out of quarantine fear vs. finding new ways to reach their customers in this new world. If marketing pauses, leads go down. If leads go down, sales drop — and that’s not what anyone wants to hear.
So, how do you pivot?
That’s what Integrate’s president, Allie Danziger, and Chief Marketing Officer, Paul Colgin, discussed in-depth in our first-ever webinar, which we’ve recorded and attached below!
If you’re looking for a shortlist, here’s the most important takeaways — though watching the video is really worth it (we promise!).
Read the CDC’s Psychology of a Crisis for a Primer on Crisis Communication
As humans, it’s scientifically proven that we process information differently when we’re in a crisis. What this means for businesses is that your message might not resonate the same anymore. Things that people were paying attention too pre-pandemic may not be what they’re looking for amid the coronavirus pandemic or even after.
We encourage you to read the Psychology of a Crisis guide, but for our and your purposes, your messages must be:
- Even simpler
- Crystal clear
- More consistent
- More timely
The reality is people are concerned. Stay true to your brand, be empathetic and don’t forget about your key differentiators when communicating to your audiences.
Your Website Must Be Top-Notch
With social distancing still in place, your physical foot traffic is still not where it needs to be. It’s time to turn your attention to another form of foot traffic: online.
Think about how your users’ spending habits have changed. They’re buying as much as they can online so they don’t have to physically go in stores and potentially expose themselves (or others) to the virus. Your website and how your customers find your products online must be fast, easy-to-work and effective.
Online Conversion Rates are Rising
We’re seeing a 25% increase in conversion rates across our client campaigns. Not only that, but digital marketing is also becoming cheaper as advertisers are offering incentives for companies looking to grow their digital presence.
The Best Times to Post on Social Media Have Changed
People’s routines have been disrupted. As such, their social media habits on all platforms have changed, too. Not only are the best times to post changing, but the amount of time people are spending on social media has also increased as well.
Moreover, overall engagement is down. So, even though more people are spending time on their social media, they are engaging less and less, making it even harder for your brand to be seen and heard.
The Media is Hungry for Good Stories Right Now
Reporters still have a job to do: report what’s going on around us. And they’re hungry for a good story — your story of how your business is coping with the current situation. Think of where your business is shining right now. Are you:
- Launching a new product or service because of the pandemic?
- Doing a good job of handling a remote workforce?
- Training employees on new safety protocols?
- Giving back to the community in a creative way?
- Fundraising for a good cause/company in need?
We all have a story to tell. Find what yours in amidst this pandemic and run with it.
We’ve got even more tips, including how to pivot your SEO and email marketing efforts, in the actual webinar itself. We might even be in the works on yet another webinar…
Stay tuned and stay safe, everyone!