COVID-19 has been a challenging time for marketing teams in organisations. With less money coming in, customers cancelling their contracts and staff put on furlough, a lot of companies across the UK have had to slash their outgoings, with the marketing budget usually being the first thing to go.
This is counter-productive, as pulling your marketing resources and budget can hurt your company in the long-term. Here’s why you should keep your marketing going in times of crisis.
So your customers don’t lose faith in you
Imagine that your favourite brand stops advertising on television and posting on social media. You’re going to think something is wrong…right?
The same applies to your business. If your customers see nothing from you, they’re going to worry that you’re in trouble and may start looking around for another provider. Showing that it’s ‘business as usual’ will prove to your customers that you’re not going anywhere.
To keep the momentum going
If you’ve invested time and money into your marketing campaigns, it seems remiss to stop them all of a sudden and lose the momentum that you had. Keep your campaigns running, and use any downtime to plan your future strategies.
To keep your brand at the forefront of people’s minds
It’s important to let your customers know that you are still around so even if they don’t need you at the moment, they are aware of you in case they need you in the future.
Remember… the chances are that your competitors are still running their marketing campaigns, so you don’t want to lose any ground to them.
To keep your pipeline running
Your sales team is reliant on the leads that your marketing strategy generates, so if you pull your marketing, your sales team is going to struggle. Even if people aren’t interested in buying your product right now, your marketing campaign will keep them warm until the crisis is over and the time is right for them to buy.
The bonus is that taking care of your prospective customers will inspire their loyalty and make them more likely to stick around.
If we have convinced you that it is worth keeping your marketing going, even in these uncertain times, we would love to help you move your strategy moving forward so that you can show your customers that you are still open for business. Contact us today to find out more about how we can help.