No one likes a boring email hitting their inbox. If you want to keep your marketing fresh and your subscribers engaged, you’re going to need to make an effort to update your content — and your content strategy regularly. We’re all sending a lot of emails. And we mean a lot. Three hundred billion every…
The post How to Keep Your Email Marketing Fresh appeared first on Benchmarkemail.
A crisis can turn things upside down for everyone. It can put many people and businesses into tough spots where they have to prioritize and concentrate on what’s really important and what will help them pull through a period of anxiety and uncertainty.
During such a time, marketers can keep marketing, but effective messaging tries to be human, helpful, and mindful. They need to watch their tone and their approach, which might not be easy, but they should be reaching out to customers and seeing how they can help. There are also other areas marketers can look at improving and refining, such as SEO, their strategy, content, and overall planning.
To provide insights into how marketers should operate during a difficult time, we put together these ten expert tips to show you how to be resilient, sensitive, and productive during a crisis.
The “unapologetic truth teller in marketing,” Katie Martell, says that this crisis is a chance for marketers to act with competence and ethics. You should try not to take advantage of the crisis in any way. Instead, look at it as an opportunity to help your customers, your team, and your community.
When it comes to marketing, context matters! Asher Rumack, Director of Brand & Content Strategy at Column Five, stresses the importance of marketers addressing a crisis with empathy and tact. This means maybe altering your campaigns, deadlines, and tone, as you should strive to be positive, helpful, and informative.
During a crisis, the customer experience becomes more important than ever, according to Vandita Grover, a freelance contributor for MarTechAdvisor. With technology and a digital presence, marketers can still reach their customers and provide solutions and information that can help with at least some of their problems.
Lee Odden of TopRank Marketing believes that customer empathy should be at the forefront of marketing during any time and especially during a crisis. Part of this is providing solutions and answers that customers need, and SEO remains a frequently used channel for information discovery. Marketers can make their content as relevant and easy to find as possible for audiences, and SEO allows people to discover information on their own terms rather than as the result of unemphatic or even opportunistic marketing.
Put people first with your social media marketing and not brands or logos, says Jay Baer of Convince & Convert. Post with a purpose and listen harder to discover what opportunities out there exist where you can lend a hand.
Digital marketing pioneer Ann Handley suggests slowing down now to speed up later. Now is the time to build momentum for what truly matters long term. You have a chance to deepen relationships, redefine often confusing marketing roles, and see how you can help your community, company, and industry in both the long and short term.
Matt Heinz, B2B marketing and sales expert, wants people to know that we will all get through this! However, some of the ways in which people are now reorganizing their lives and careers will become part of the new normal. Some of the pivots you make now will help you become more efficient, effective, and useful in the future.
A crisis requires marketers have to think up and propose new ways to engage with customers, Justin Gray, CEO of LeadMD feels. To justify a new approach (and the budget to do so), build a solid business case, connect business objectives to marketing outcomes, align with sales, and create the right benchmarks. Above everything though, you have to be realistic and honest in how you go about achieving your goals. Without honesty or being realistic, you can't have trust, which is essential to innovation and convincing people to invest in you and your plans.
Your sales team will have the best insights into what is going with customers and how you can help them. Use this opportunity to better align with your sales team, suggests Tom Cunniff, of Cunniff Consulting, and Mike Cucka, of Brand Evident.
Freelance B2B writer Sharon Hurley Hall wants marketers to acknowledge that things have changed that this is “business unusual.” This means you should continue marketing but not doing in a tone-deaf and insensitive manner. You should also be reaching out to clients if only to check in with them and see how you can help, to stay top of mind to them and build goodwill for when things get closer back to normal. It’s also a chance to identify new opportunities that you might not be able to pursue now but for later.
Want more advice on how to deal with crises? Check out these related posts:
The demise of email has been prematurely announced many times, but the reality is that email is still the top marketing technique. Tailoring email correspondence carefully, and focusing on an effective email marketing strategy is still well worth the effort. And while there are other popular communication channels out there, they don’t negate the importance…
The post Tips for Writing Persuasive and Effective Marketing and Sales Emails appeared first on Benchmarkemail.
Today’s going to be fun.
I’m going to make a bet with you that if you follow the 3 steps below, and you really follow them, you can get 10,000 visitors from Google.
I promise it won’t be hard, but it will take time.
And if you follow my steps and don’t get the results, hit me up and I will personally help you with your marketing.
All I ask is you do it for 3 months straight. You may not get to 10,000 visitors from Google in 3 months as some niches are really tiny, but most of you should get there or be well on your way.
Again, if you prove to me that you followed everything below and you don’t achieve the results, you can get in touch and I will personally help you with your marketing for free.
Ready?
If you pick the wrong keywords, you’ll find yourself with little to no traffic and, even worse, you’ll find yourself with little to no sales.
So, before we get you on your way to more search traffic, let’s find you the right keywords.
I want you to head to Ubersuggest and type in your competitor’s domain name.
Now, I want you to click on the “Keywords” navigational option in the sidebar.
This report will show you all of the keywords that your competition is ranking for.
If you don’t see a list of thousands of keywords, that means you didn’t type in a big enough competitor. And if you don’t know who a big competitor is, just do a Google search for any major term related to your industry. The sites at the top are your major competitors.
I want you to go through the list of keywords and look for all of the keywords that are related to your business and have an SEO Difficulty (SD) score of 40 or less. The higher the number, the harder the keyword is to rank for. The lower the number, the easier it is to rank for.
In addition to an SD score of 40 or lower, I want you to look for keywords that have a volume of 500 or more.
Volume means the number of people that search for the keyword on a monthly basis. The higher the number, the more potential visitors that term will drive once you rank for it.
Next up, I want you to click on “Top Pages” in the navigation.
This will bring you to a report that looks like this:
This report shows you the most popular pages on your competitor’s site.
Now, under the Est. Visits (Estimated Visits) column, I want you to click on “view all” for the first few results.
Every time you do that it shows you all of the keywords that drive traffic to that page.
Just like you did with the keywords report, I want you to look at the keywords that have an SD of 40 or lower and a volume of 500 or more.
The one difference though, is that I want you to check out some of the URLs on the Top Pages report.
Click on over to the site so you can see the type of content they are writing. This is important because it will give you an idea of the types of content that Google likes to rank.
When you create similar pages (I will teach you how to do this shortly), it will allow you to get similar results to your competition over time.
Now that you have a handful of keywords, I want you to expand the list and find other related keywords.
In the navigation menu, click on “Keyword Ideas.”
When you type in one of the keywords you are thinking of going after in this report, it will give you a big list of other similar keywords.
This is important because it will show you all of the closely related terms.
For example, let’s say you came up with a list of keywords of a handful of keywords, such as:
You can’t just take all of those keywords and write one article and shove all the keywords in because they aren’t similar to each other. Someone looking for “dog beds” is probably not interested in reading about what birds eat.
So by typing in a keyword into the Keyword Ideas report, it will show you all of the other similar keywords that you can include in a single article.
When you are on the Keyword Ideas report you’ll notice some tabs: Suggestions, Related, Questions, Prepositions, and Comparisons.
I want you to go through each of those tabs. They will show you a different group of similar keywords that you may be able to include in your article (we will go over how to write the article in step 2).
Just take a look at the Questions tab:
You can see the keywords are drastically different than the Related tab:
Again, you’ll want to look for all keywords that have an SD score of 40 or lower. But this report looks for keywords that have a volume above 200.
I know 200 may seem like a small number, but if you find 100 good keywords that all have a volume of 200 or more, that adds up to 20,000 potential visitors per month. Or better yet, 240,000 per year.
Now it’s rare that you are going to get all of those people to come to your site, but you can get a portion of them. Even 10% would add up… especially if you did this with a handful of articles.
Your goal should be to have a list of at least 100 keywords that are very similar. You’ll want to do this at least five times. For example, remember that list of five keywords I mentioned above wasn’t too similar to each other…
You’ll want to make sure that for each main keyword you use the Keyword Ideas report to find another 100 that can accompany each keyword.
At this point, you should have a list of keywords. If your list of keywords isn’t at least 100 keywords per group, go back to step 1 and keep at it.
It’s not that hard to get to 100 similar keywords that you can include in one article. It just takes some time to continually search and find them.
In general, as a rule of thumb, I can find 100 keywords in less than 8 minutes. It may take you a bit longer than me at first, but once you get the hang of it, it’ll be easy.
With your newly found keywords, I want you to write an article.
All you have to do is follow this tutorial step-by-step to write your first article.
Or, if you prefer a video tutorial, watch this:
As for your keywords, naturally place them into the article when it makes sense.
What you’ll quickly learn is that you probably won’t be able to “naturally” include all 100 keywords within your article. And that’s fine.
The last thing you want to do is stuff in keywords because you aren’t writing this article for just search engines, you are writing it for people… and the secondary benefit is that search engines will rank it because it contains the right keywords.
Before you make your article live on your site, I want you to keep a few things in mind:
There are a lot of other things you can do to optimize your articles for SEO, but my goal is to keep this simple. Again, if you just follow these three steps, you’ll hit the 10,000-visitor mark.
So, for now, let’s just keep things simple and once you hit your goal, then you can get into the advanced stuff.
Writing content is only half the battle. Even if you include the right keywords in your article, if you don’t promote, it’s unlikely that it would be read or rank on Google.
So how do you make sure your content is read and ranks well?
Well, first you need to get social shares, and second, you need to get backlinks.
Yes, search engines don’t necessarily rank pages higher when they get more Facebook shares or tweets, but the more eyeballs that see your page the more likely you are to get backlinks.
And the more backlinks you get, generally, the higher you will rank.
So here’s how you get social shares…
First, I want you to go to Twitter and search for keywords related to your article.
As you scroll down, you’ll see thousands of people tweeting about stuff related to your keywords. Some of them will just be general updates but look for the members sharing articles.
And…
Now what I want you to do is click on their profile and see if they mention their contact information or their website. If they mention their email you are good to go. If they mention their website, head to it, and try to find their contact information.
You won’t be able to find everyone’s contact information, but for the people you do, I want you to send them this email:
Subject: [insert the keyword you searched for on Twitter]
Hey [insert their first name],
I saw that you tweeted out [insert the title of the article they tweeted]. I actually have an article that I recently released on that subject.
But mine covers [talk about what your article covers and how it is unique].
[insert link to your article]
If you like it, feel free to share it.
Cheers,
[insert your name]
PS: Let me know if you want me to share anything for you on Twitter or any other social network.
What you’ll find is a large percentage of the people will be willing to share your content because they already are sharing related content and, of course, you offered to share their content, which helps out too.
If you send out 30 to 40 emails like this, you’ll start getting traction on the social web.
Now that you have social shares, it’s time to build backlinks. Instead of giving you tons of link building methods as there are many that work, I am just going to start you off with one that works very well.
I want you to head back to the Keyword Ideas report on Ubersuggest.
Once you get there, type in some of the keywords that you are trying to go after.
On the right side of the report, you’ll see a list of sites that rank and the number of backlinks that each of the ranking URLs has.
Click on the “Links” number. For each result, it will take you to the Backlinks report, which looks something like this:
This will give you a list of all the sites linking to your competitor’s article.
I want you to go to each of those URLs, find the site owner’s contact information, and shoot them an email that looks like this:
Subject: [name of their website]
Hey [insert their name],
I noticed something off with your website.
You linked to [insert your competitor that they linked to] on this page [insert the page on their site that they are linking to them from].
Now you may not see anything wrong with that, but the article you linked to isn’t helping out your website readers that much because it doesn’t cover:
[insert a few bullet points on how your article is better and different]
You should check out [insert your article] because it will provide a better experience for your readers.
If you enjoyed it, feel free to link to it.
Cheers,
[insert your name]
PS: If I can ever do anything to help you out, please let me know.
I want you to send out 100 of those emails for each article you write.
Yes, it takes work to get 10,000 visitors but once you do it you’ll continually generate traffic and, more importantly, sales.
To achieve 10,000 visitors, I want you to do the steps above five times. In other words, you will be writing five pieces of new content following the steps above.
It’s actually not that bad because you can just do 1 a week. So, within 5 weeks you would have done your job.
So, are you going to accept the challenge? If you do everything and don’t see the results over time, you can hit me up and I’ll help.
The post 3 Simple Steps to Get Your First 10,000 Visitors from Google appeared first on Neil Patel.
These are, of course, very different times we all find ourselves in. And while I continue to struggle with what to write at this moment, I am not a loss for what to read, for there are some truly fantastic pieces being written about topics such as crisis management and leadership.
Here are excerpts linking to five recent articles I think CMOs (and anyone else for that matter) will find useful right now:
The following is an excerpt from “Crisis Management: The Overlooked Leadership Skill” by Gary Burnison.
No one thinks much about a certain leadership quality — until the you-know-what hits the fan.
The quality I’m referring to is crisis management.
Thankfully, true crises are relatively rare occurrences. They are the black swans of leadership.
We’ve done nearly 70 million assessments of executives, so we know what makes a great leader — the best-in-class who are among the top 20%. Our research shows that three of the four qualities of a great business leader are largely intuitive: (1) sets vision and strategy; (2) drives growth; and (3) displays financial acumen.
The fourth is managing crises. It’s underappreciated, overlooked, and often not even one of the top requirements — until a crisis hits.
This is one of those times. A month ago, when the stock market was making all-time highs, only the rare few could have predicted universities would close, companies would tell employees to work from home en masse, and the NBA season would abruptly be suspended, followed by museums, cathedrals, and Broadway.
Click here to read the full article.
These Six Intelligences Will Drive Smart Leadership in Disrupted TimesThe following is an excerpt from “These Six Intelligences Will Drive Smart Leadership in Disrupted Times” by John Kao.
Sometimes it takes a crisis to reveal gaps and discontinuities. The coronavirus pandemic has revealed how some leaders are challenged by the unexpected and the need to innovate “ahead of the curve.” The crisis heightens our need to re-evaluate prevailing models of leadership that have sometimes been found wanting.
Coronavirus is an extreme wakeup call, but it is emblematic of an era whose very essence is disruption. Even before the current pandemic, we lived in a perfect storm of accelerated innovation, geopolitical uncertainty and black swans. Noted science fiction author William Gibson captured the singular nature of our times with one comment, “We have no future, because our present is so disrupted.”
Click here to read the full article.
Are You Leading Through the Crisis … or Managing the Response?The following is an excerpt from “Are You Leading Through the Crisis…or Managing the Response?” by Eric J. Marcus and Leonard Marcus.
The coronavirus crisis, like every crisis, is unfolding over an arc of time with a beginning, middle, and end. It is useful to think what distinguishes what was, is, and will be. There was a past of relative stability and predictability. There now is chaos and disruption. There will be … a different state. As this future unfolds, some organizations will be resilient. For others, this future will be catastrophic. The actions of executives and their teams now, in the midst of this crisis, will significantly determine their fate.
Click here to read the full article.
How Humor Can Be A Leader’s Friend in a CrisisThe following is an excerpt from “How Humor Can Be a Leader’s Friend in a Crisis” by John Baldoni.
There’s an old show business adage that seems perfect for our times. “Life is easy,” goes the saying. “Comedy is hard.”
And so when I connected with Trevor Smith, who bills himself as Certified Laughter Leader of the World Laughter Tour, Inc., I knew he would have some good advice for leaders dealing with the hard times of the COVID-19 pandemic.
Click here to read the full article.
How to Make Your Teams Stronger in a CrisisThe following is an excerpt from “How to Make Your Teams Stronger in a Crisis” by Phil Kleweno and Pete Gerend.
The way corporate teams work together has evolved in recent years, moving from top-down and expertise-driven to an approach built around co-creating and purpose. Whereas in the past, executive teams have traditionally focused on planning and reviewing operations at a detailed level, today the best teams are rebalancing their time to emphasize the development of strategy, culture and talent.
Click here to read the full article.
Find out more about how to show true leadership and set the course for marketing teams in uncertain times with the CMO Spark Newsletter.
Due to the COVID-19 pandemic and the resulting stay-at-home restrictions, individuals and businesses are being forced to come up with new ways to connect online while out of the office. Suddenly, every business is a remote business, held together by digital links. With that in mind, here are just a few of the smart ways to work from home using social media.
OK, this is almost a no-brainer, but you need to have some form of face-to-face contact with employees, vendors and other business partners. Right now, it looks like Zoom and Google Hangouts are the two popular options.
2 – WhatsApp and group messagingEmail is still great for many purposes, but if you need an instant reply for a pressing business issue, think of connecting your home office with a group messaging tool like Slack. If you run a smaller business, even Facebook Messenger or WhatsApp could be used effectively to connect teams.
3 – Facebook Live and livestreamingYou need some way to connect with customers if they aren’t showing up in person at your store or place of business. One of the best options here is a livestreaming option like Facebook Live. At the very least, you can use Facebook Live as a regular, once-a-week “touch base” with your customers. One really surprising result of the lockdown to date has been how many schools (ranging from pre-schools to universities) are transforming into remote learning hubs. So this might be a great chance to offer classes, how-to’s, and micro-classes to your customer base.
4 – Social media marketingEven if you're being forced to work remotely, you can’t forget about your digital marketing efforts. Facebook, Twitter and Instagram are the logical choices here simply because they are so easy to manage remotely. Depending on the size of your team, however, you might want to investigate social media apps that enable you to get a big-picture view of what’s happening across all of your social media platforms at once.
5 – New social media collaboration toolsNecessity, as they say, is the mother of invention, and that holds true for social media as well. One of the most popular new social media inventions is a co-watching feature from Instagram known as “Watch Party” that enables friends to look at Instagram posts together, transforming what might otherwise be a solitary pursuit into something very social.
6 – ChatbotsFinally, you might want to look into social media chatbots to help solve your customer service needs. Customers are bound to have thousands of questions for you (When is my delivery going to arrive? Can I get a refund for a purchase?), and you don’t want to squander all of your hours replying to the same question, over and over again. Chatbots might be one way to stay connected, while freeing up time for you and your staff.
While working remotely, many marketers are discovering just how much they enjoy using Zoom. It can even work with marketing automation platforms. Find out “How to Quickly and Easily Oracle Eloqua with Zoom.”
Meet the Markies is a series that shines a spotlight on the individuals behind Markie-winning teams. This week's Meet the Markies features Arpine Babloyan, Director of Acquisition Marketing for Verndale.
Tell us about your current role:I am the Director of Acquisition Marketing for Verndale, responsible for demand generation and supporting our New Business Sales team. I cover areas like campaign orchestration, database health and data management, marketing technology, and KPI measurement.
How do you use Oracle CX solutions in your day-to-day job?We use Oracle Eloqua for all our marketing campaigns. Nurture campaigns, newsletters, event management, landing pages, content—you name it. In addition, we use Insight reports to measure some of our key marketing KPIs related to email performance, form performance and conversion rates, and web visits.
What advice do you have for your peers in roles similar to yours?Don't be afraid to tackle new projects and to experiment. There will be projects that may seem "too big" or "too hard" or "too risky" but no matter the size of your team, if you believe in what you are doing, do it. Even if it doesn't work out, you will learn from it. But some of the best innovations and unexpected successes come from ideas that seem huge and risky. Every project that was nominated for a Markie that I was part of- seemed "too" something. But this is what ultimately made them stand out and made a difference.
What is something that gets you excited about your job?Knowing that I am making a difference. Whether it is a difference for individuals or businesses, it's exciting to know that my company helps people succeed.
What would winning a Markie Award mean for you and your team/ organization?It would be a great accomplishment for our marketing team and give us the ability to showcase the difference we are making for the company.
What is a fun fact about you?I can write in many different handwritings.
Marketing automation makes a huge difference in campaigns. Find out "5 Keys to Successful Automated Marketing."
Meet the Markies is a series that shines a spotlight on the individuals behind Markie-winning teams. This week's Meet the Markies features Arpine Babloyan, Director of Acquisition Marketing for Verndale.
Tell us about your current role:I am the Director of Acquisition Marketing for Verndale, responsible for demand generation and supporting our New Business Sales team. I cover areas like campaign orchestration, database health and data management, marketing technology, and KPI measurement.
How do you use Oracle CX solutions in your day-to-day job?We use Oracle Eloqua for all our marketing campaigns. Nurture campaigns, newsletters, event management, landing pages, content—you name it. In addition, we use Insight reports to measure some of our key marketing KPIs related to email performance, form performance and conversion rates, and web visits.
What advice do you have for your peers in roles similar to yours? For example, share advice based on what you learned in your Markie award-winning project; one way you’ve improved your org’s effectiveness or efficiency; or one way you’ve improved the customer experience using Oracle solutions.
Don't be afraid to tackle new projects and to experiment. There will be projects that may seem "too big" or "too hard" or "too risky" but no matter the size of your team, if you believe in what you are doing, do it. Even if it doesn't work out, you will learn from it. But some of the best innovations and unexpected successes come from ideas that seem huge and risky. Every project that was nominated for a Markie that I was part of- seemed "too" something. But this is what ultimately made them stand out and made a difference.
What is something that gets you excited about your job?
Knowing that I am making a difference. Whether it is a difference for individuals or businesses, it's exciting to know that my company helps people succeed.
What would winning a Markie Award mean for you and your team/ organization?
It would be a great accomplishment for our marketing team and give us the ability to showcase the difference we are making for the company.
What is a fun fact about you?
I can write in many different handwritings.
Marketing automation makes a huge difference in campaigns. Find out "5 Keys to Successful Automated Marketing."
According to a recent study, for every dollar you spend on email marketing, you see $42 in return. With ROI not exactly easy to prove from other methods of advertising, this gives email marketing quite a competitive edge over other efforts. In other words, it’s an incredibly valuable channel for your online business. A well-executed…
The post E-commerce Email Ideas To Boost Your Sales appeared first on Benchmarkemail.
It doesn’t seem like marketing automation and personalization would go well together. Automation seems about as impersonal as it gets. But actually, automation is what allows you to implement personalization on a large scale, and in today’s marketplace, that’s essential for success. Remember the garish, flashing banner ads you used to see on online? They…
The post Can Personalization and Marketing Automation Play Well Together? appeared first on Benchmarkemail.
In the best of times, marketing and sales teams need to work together in order to produce the best results. This means openly and clearly communicating with each other as well as sharing customer data. That way, marketing can properly attract, qualify, and nurture leads and then hand them over for sales to take across the finish line.
When a crisis or disaster occurs, you’ll need to adjust to disruptions on multiple fronts, whether it’s having most of or all of your teams work remotely, revising your marketing campaigns, or rethinking your messaging.
It will become important for marketing and sales to be there for their customers as well as for each other. Having the right support and stability can play key roles in helping organizations and teams remain calm and assess what needs to be done both long and short term.
That will require strong leadership, prioritized objectives, and teamwork.
Here are five things marketing and sales teams should do:
1) Show empathy and sensitivity for your customers.
Remember that people might be experiencing huge disruptions to their careers and lives in general. Some industries might be particularly affected by a crisis or disaster, and there could be ripple effects that resonate throughout the business world (and economy itself). Communications and outreach from marketing and sales should show the right amount of sensitivity and acknowledge that everyone could be experiencing stress and anxiety. As a recent HBR article stated, you want to be honest, upfront, and genuine in what communicating what is going on. You should be focused on helping your customers with some of the business problems they are now experiencing and showing how they can adapt their plans for what is going on.
2) Show empathy and sensitivity for each other.
Marketing and sales should always show empathy and sensitivity for each other and for everyone on their teams. This becomes even more important during a difficult time. Everybody might be facing hardships, and it’s important to cut each other at least a little slack, since someone could be having trouble in their personal lives, health issues, trying to raise and reassure their children, and just dealing with uncertainties in general. Therefore, teams should stay connected, communicate as clearly as possible about whatever difficulties they’re facing to see if anyone can help, and try not to be too hard on each other and themselves.
3) Do not push and try to make a hard sell about anything.
Marketing’s unapologetic truth teller Katie Martell recently said that marketers should not try to capitalize on this crisis in any way and instead act ethically. This means now is not the time to be attempting to do a hard sell. People have a great many other things on their minds. A sales email or huge push to make a conversion are probably not the way to go when customers are worried about many other things in both their personal and professional lives. A softer sell and just providing support are the smarter plays. Both marketing and sales should strive to offer information and solutions that are relevant and useful to customers during an uncertain time. Even just a blog or newsletter that might help distract someone from current events or give an insight into their jobs are fine so long as they are more trying to inform and educate an audience rather than outright sell something to them.
4) Strike the right tone.
Many businesses are reassessing their messaging and communication strategy during this crisis. You must strike an appropriate tone for outreaches from both marketing and sales. The tone has to be consistent and clear to prevent confusion and let customers know they can rely on you. Some light humor might be appropriate, but only if it suits the circumstances and doesn’t try to too hard to be funny. Like any other communication, it would have to be sensitive and, thus, something to be careful about. Many times, it might be best to not any attempt at humor at all. The right tone, in fact, can change on a case-by-case basis and from event to event, but overall, it might be respectful, helpful, and understanding.
5) Put the relationship first.
Strong relationships take time to build and nurture. When one side is in distress, the other works to provide comfort and support. This takes showing sensitivity and empathy, striking the right tone when communicating, and trying to be helpful and understanding. A hard sell or inappropriate humor could undermine the relationship you have with your customers due to the lack of sensitivity and understanding you might be showing. Over time, you have built up trust on both sides, and be there for them in a difficult moment rather than only trying to make a conversion or be overly clever. Right now, you should concentrate on how you can help your customers get through this, even if it’s only as small as checking in on them, as their well-being, and that of your marketing and sales teams, comes first.
During a crisis or world event, it’s not business as usual, especially when it comes to the content you provide. Find out more about “Content Marketing During a Crisis or World Event.”
