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Marketing and communication in times of crisis: this is how you do it

Ondernemers | 14 May 2020 | Written by Magali De Reu

Are you an entrepreneur or a freelancer? Are you seeing a drop in the demand for your product or service? You may feel tempted to cut back on your marketing and communication. After all, it might look like your target group is not interested at the moment. 

Marketing and communication in times of crisis: this is how you do it
But nothing could be further from the truth: the coronavirus crisis offers you plenty of opportunities to sharpen your approach to marketing. Let’s take a look at the best way to do it ... 

1. Keep communicating, but adjust your messageYou may have read on our blog that it’s best to remain available to your clients.
Definitely don’t stop communicating. Because after a period of silence, you’ll face the difficulty of needing to build up your visibility and confidence all over again. But don’t communicate just for the sake of communicating. Relevance still rules!

Make sure you look at the best ways to adjust your core message to suit the current times. If your company sells sports clothing, it’s a good idea to put all communication about training in a fitness centre on hold. Are you active in the events sector? Look at whether you can arrange an online version of an event. 

Have you considered setting up a webinar? It’s the perfect way to stay in contact with existing clients. You gauge their needs and respond to them with your content—or with your products and services. Make sure your company is more accessible than ever by sharing your knowledge. You can count on the benefits lasting long into the future! 

2. Think about the impact of your marketing activitiesHow are your efforts doing? Are the blog articles that you publish relevant enough? Are you top-of-mind with your clients? You already understand this is the time to evaluate marketing efforts. It’s the way to know what to do! 

For a lot of self-employed people and freelancers, this begins with website statistics—possibly the holy grail of your marketing and communications strategy. Google Analytics is an excellent and popular tool for measuring the impact of your investment: 
  • How many people have visited your website—and did return? Detect the peaks and troughs, and look at the possible causes. 
  • What are the most popular sources of traffic? If you regularly post campaigns on social media, you can see how many visitors landing on your website come via these channels. 
  • How long does the average visitor stay on your website? Do the majority of visitors leave after spending a few seconds on your homepage? The design or the text may need to be improved. 
  • What is the average age of your users? Where do they live? You might discover some untapped potential. 
  • Do they just visit, or do they perform an action? Having a stream of visitors doesn’t help you if they never make it as far as the contact form or purchasing page on your website. 

3. Work with what you already haveAfter this, you can make adjustments, on a technical level and in relation to your content. First, try to find quick wins. And experiment with different ideas: it’s the best way to see what does and doesn’t work.

When it comes to content, you definitely don’t have to start from scratch. Make the most of what you already have
  • Update existing information; 
  • Bundle different articles into a new white paper;
  • Recycle popular content from your website to make posts on social media; 
  • Interview one of your clients for a testimonial; 
  • Wake up your sleeping clients with an interesting newsletter. 

And gauge the results of these efforts too. Keep a close eye on which themes and approaches are most successful. Doing so will only make you wiser. And these insights are likely to prove valuable in the future! 


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