As the world has adjusted to life amid and following the COVID-19 pandemic, the war in Ukraine, the economy crash and news of potential recession – most businesses are still laser-focused on keeping their doors open and lights on. Folks are still hunkering down and trying to preserve assets as much as possible. Despite the ‘new normal’ there are ways to keep revenue flowing and get more clients during this and any type of crisis. For some, that means directing resources where they’re needed most. Other businesses are pivoting to completely unique markets and brand-new sales strategies. And many organizations are recruiting talent to scale up and bring different skills to the table—which means new opportunities for independent professionals.
You can you find these opportunities and jump on them. Let’s take a look at how digital marketing can help spread the word about your services and help get more clients during a crisis.
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Find the best approach to get clients
Particularly at a time when many businesses are trying to minimize their losses, the best approach starts by serving your clients and community first.
There are many different ways to drum up business, but context is always important—and at the moment, it’s critical.
As Einstein said; ‘In the middle of difficulty lies opportunity’ – being proactive can pay off but this may not be the best time to aggressively start cold calling companies you want to work with. Here are four softer ways to help get your name out there.
This is a time we all need to be sensitive — and not overly salesy or too pushy — but it’s a great opportunity for your brand and business to connect and stand out during these difficult times.
More people are on social media now while stuck at home, scanning for updates and trying to stay abreast of news in a suddenly isolated nation.
Also, use your business to contribute to area food banks or assist the elderly with their grocery shopping. And promote your good deeds with social media marketing to help build your brand.
With research and creativity, you may discover that you can leverage knowledge that’s adjacent to your core skillset. Consider that:
- Teams suddenly find themselves without an office or headquarters — or the infrastructure needed to keep everything running smoothly.
- Stores have rapidly shifted from brick and mortar to eCommerce, but may not have the insights to quickly get the right technology and distribution systems into place.
- Health-related organizations need a way to quickly and effectively share information, updates, and tools, but they may not know what their options are or how to choose.
Your core skills aren’t the only asset you have. The value of your experience, as well as industry or community knowledge, can help you position yourself as a remote work specialist, technology consultant, or subject matter expert.
2. Watch for opportunities
More people are online right now more than ever before.
Search traffic has increased significantly over the past week and will continue to climb as we hunker down. We’re all glued to our computers and phones looking for updates within our community. We’re also looking for entertainment and ways to distract ourselves and pass the time.
For many, that includes shopping online.
Anything online right now will be consumed more than ever before. This is not the time to stop marketing and be hidden online. You should be using search engine optimization (SEO) strategies to climb to the top of Google’s search engine results pages (SERPs) so your business can be easily found.
The worst thing you could be doing for your business is to hideaway and seek shelter from the storm.
The most direct way to find potential clients is to watch for projects that fit your expertise.
For many businesses, finding skilled professionals is a time-sensitive priority and they’re turning to their networks and sites like Fiverr or others to find the right talent.
It may take patience for you to close your next project, but with time and experience, your efforts will gain momentum and bear fruit.
3. Reach out to previous clients
I just got a savvy email from someone who used to create beautiful pins for me on Pinterest. He was dropping his rates and wanted to know if I needed more pins. That’s what I call being proactive!
When you invest in your clients’ success, it helps build a relationship beyond the occasional transaction.
And, sometimes, the timing of a message is just right for new opportunities with a business that’s already familiar with you and your work.
Have you read news that could have a direct impact on their industry? Did you spot a trend that could lead to new revenue for them?
Leverage what you already know about their business to share something that might be useful.
4. Let your network know that you’re looking
Word of mouth referrals help small businesses thrive. But in order for your network to help you need to give them something they can work with.
- Be clear about your unique selling proposition: Let others know what you do and why companies should work with you specifically.
- Make your info easy to share. Whether that’s through email marketing, or your webpage, a Freelance profile, or Instagram account, it’s easier for friends and colleagues to help sell your services if they have something concrete to share.
- Tell people that you’re looking. Your success isn’t top of mind for other people—but they’re often happy to help if they can through referrals or providing a heads up if they hear of something. Don’t be afraid to ask.
5. Use PPC (Pay-Per-Click Ads)
With more people at home in front of their screens, it’s a great opportunity for businesses to use PPC marketing or Facebook Ads or contests to connect with their customers and gain a competitive advantage.
It’s a great chance to save some money within your digital marketing budget because numerous networks are running great deals now!
On average, cost-per-clicks have decreased by 6 percent across all verticals since last week, and CPC is likely to continue to decrease in the coming week, reducing the amount of money an advertiser pays a publisher for every ad click.
That gives your business another opportunity to scoop up that lost market share from others pulling back during this time.
Plan beyond the current crisis
Now that you’re not commuting to the office or taking in-person meetings, your schedule has likely freed up some time for you. Those marketing items that may have fallen through the cracks and been overlooked can now be addressed.
Perhaps your website needs a fresh look with a redesign. Website design professionals can overhaul your website all while working remotely.
This is also a great time to have a blog audit or digital specialist perform an audit of your website to ensure your call-to-actions (CTAs) and content are turning targeted leads into customers.
Also, it’s an ideal time to do an SEO audit of your website to ensure you’re maximizing your optimization strategies.
The worst thing you could do is bury your head during the trying times. Hopefully you, too, can glean some insight from these smart marketing tips during the coronavirus and use them for your business.
Just be sure to adjust your strategies and marketing. Meet your customers where they are now (which is most likely at home and online). Find a way to pivot and give your business the best chance to stay afloat by making your website easily found online through a strategic SEO strategy.
Yes, these are challenging times for everyone. But your business can still flourish if you’re willing to try a new approach and not pull back on your marketing during a critical time for your company to show compassion and empathy.
Now is the time to connect with your customers like never before and not separate from them.”
Things change quickly and as the pieces of our new normal fall into place businesses will emerge from a state of flux and settle into a new routine.
As you pursue new projects, don’t let your other marketing efforts stall out. Plan ahead so you’ll be prepared for what comes next.
Until then, keep your sales efforts simple, thoughtful, and focused! Sign up for our emails to stay connected and build the business of your dreams from home!
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