Good grief! Are those memes right?! As 90-day trials go, the new roaring 20s sucks.
At the risk of stating the obvious, life as we know it has changed. But I’d like to go to less obvious and more actionable territory here.
For the last couple weeks, we’ve completely changed everything about our content calendars, and those of our clients for whom we’re in charge of that kind of agile strategy.
Pause. Assess. Then communicate.
Let marketing take a back seat for a minute. Or 10.
Sounds like an odd thing for a marketer to say. But here’s the thing. The line is loose. If you’re a clever digital marketer, you have dealt with a little crisis comms and a little reputation management. If you’re us, at c+p digtal, between you, you have decades of crisis experience communicating on behalf of governments and corporations and entrepreneurs – including during major crises like the 2008-10 economic downturn.
So pay heed.
I’ll keep this (uncharacteristically) short. 5 things to do now to build your digital marketing up in times of yuck. Regardless of size of business. The universal crisis comms truths of the moment.
1) Ditch the inane automation (check every funnel. Especially the paid funnels.)
2) Re assess all your calls to action. Where possble. Guide to free CTAs and where not, ditch the CTA till mid April.
3)Provide updates on your web properties – whether an individual website or large portals, it’s worth identifying high traffic pages and putting a short crisis comms update on it. Or make a whole hub or landing page. You decide.
4) Consider un-gating key content (ebooks, videos, free courses). Measure by traffic and see if you get a spike. People hate giving emails. Now more than ever.
5) Audit your content. A few hours of updates and tweaks can render many of your finer pieces usable advice to your audience in this time.
PS: For the next 3 months, we’re reworking our monthly digital digest into a crisis communication resource for digital marketers. It’ll be called crisis + planning (c+p, as always, get it?) If you’d like to sign up to get these tips delivered right to your inbox, sign up here.
PPS: We’ve created a crisis communication hub. Head here to check it out.