During these turbulent times digital marketing has become more about company communication on processes and intention, rather than  promotional.  As the COVID-19 pandemic disrupts business-as-usual in many markets, it makes sense to scale back on advertising which might appear self-centered.  Clearly relaying what your audience needs to know takes focus. Effective communication requires discipline in stating needed information specific to your organization without regurgitating notices that are widely available or running on with unessential content.

Nothing is worse in a crisis than sending a lot of content that is confusing or unnecessary. Over communicating is only helpful when it stays focused.

Most trainers, consultants, and professional coaches have pivoted to an online version of their business. We’ve been busy helping clients relay the tools and updates required to make those changes known to the appropriate audiences.  These types of communications should be hierarchical. A short personal note wishing your audience well is appropriate but beyond that the content should focus on logistic matters for how clients can access training, coaching, and/or consulting.

Many initial emails as the pandemic grew were unnecessarily packed with the companies feelings and intended response.  That’s productive for a team conversation but becomes a cluttered message to work through via digital marketing channels.  Most people were getting bombarded with COVID19 information and really only needed to know how they can move forward with you during the crisis. Expounding on the situation comes later.

Along those same lines, hyperlinks are your ally in keeping you communications focused and helpful.  If a government notice or recent news item is prompting a change, briefly mention that information and link to it.  Everyone is aware of COVID-19 at this point and there’s no reason to re-state public notices, only how they might be prompting a change for your company.

At this point, most companies have taken steps to respond  to COVID-19 and made adjustments to logistic concerns.  Some focus can now return to marketing but in a sensitive manner.  There won’t be much receptivity to hard sells or physical interaction.

If you have content that can be delivered virtually and genuinely help your audience through this crisis, now is the time to offer it.  We suggest offering at least some portion of it as a free promotion. A lot of people are struggling through financial and professional uncertainty. Trainers, consultants, and professional coaches are often uniquely qualified to alleviate some of that stress. 

Of course, it’s not practical to provide all the content, time, or services that a paying client would receive. But any information that specifically helps people through the pandemic strengthens your community as well as builds healthy relationships with your audience that might result in future business after the crisis abates.