Adapt Your Marketing Strategy to a Changed World
Refocusing Your Efforts on Inbound Will Help You Succeed in Challenging Times.
When a crisis strikes, companies must adjust quickly to deal with challenging circumstances. For many departments, this can be done out of the public eye. If you are in finance, operations, or HR, for example, you can probably get over all the messiness of adapting to rapid changes without subjecting yourself to outside scrutiny. However, marketing is the public face of your company, so what this department does (and doesn’t do) helps determine how people view the brand during a difficult time.
Don’t be one of those companies reassuring customers that you are here for them “now more than ever:”
If your marketing is too proactive, you might appear to be capitalizing on other people’s misfortune. If you lie low, however, important opportunities can go to waste. It’s a tricky balance to strike.
One area where it makes sense to focus is inbound marketing. When budgets are slashed, sales enquiries dwindle to a trickle, and trade shows and conferences are cancelled, creating content that attracts customers to you offers considerable potential without the need for substantial investments in time or resources.
