By Ed Pierce, Fleet Industry Marketer
Yes, the headline is borrowed from Lindsey Buckingham of Fleetwood Mac, but its direct and anthemic direction should be “A Call to Action” for every B2B business even as the pandemic brings everything around us to a grinding halt.
Like any marketing professional, I believe that focused communications that serves customers’ needs is always welcome —good times or bad. Knowing your customer, prospects, competition, and their environmental conditions can help you frame that messaging.
During COVID-19, that message must bring reassurance and speak about preparing for tomorrow. It must be delivered in innovative ways, too, virtual events, video conferencing, podcasts, webinars, interactive content, recorded video, live streaming and other forms of online engagement.
Lee Odden, editor of Online Marketing Blog and CEO of TopRank Marketing, recently provided terrific insight into the marketing challenge and opportunity marketers face right now:
- Stay in close contact with your customers. Learn what you can do to better support them, anticipate changes and offer resources.
- Make sure your brand digital channels are up to date including website, blog, social network profiles, and Google My Business listings.
- Commit to video – convert marketing message activities to video and if you have live video access on LinkedIn for execs or your brand – start using it now.
- Optimize your digital channels: Refresh SEO, social, online advertising and influencer efforts. Identify what is working and reallocate resources and budget as appropriate.
- Reinforce efforts and communications to support community, employees and customers affected through supply of resources, technology or expertise.
Odden concludes: “Marketers focused on being the best answer for their customers are agile and understand the importance of being responsive to changes, even as large as the Coronavirus pandemic.”
If you have any questions, comments, experiences, or opinions about successful exhibit strategies or fleet industry-related marketing that you’d like to share, write to me at edpierce@ITAcommunications.com.