Marketing is one of those things that every business owner knows they need to do, but it typically falls to the wayside when business picks up. When things are good, marketing falls further and further down on the ‘to do’ list. But when the good is gone, we suddenly start wishing we’d spent more time on it before.
I’ll be honest with you, a great marketing campaign six months ago probably wouldn’t have saved your business from the fast onslaught of COVID-19. It could have, but there’s no guarantee. And, to be honest, it’s too late to think about it now.
But all hope is not lost. If you find yourself struggling to keep your head above water or you’re facing an unprecedented slump in client work, you’re not alone. And it’s my firm belief that there’s no better time than now to start really thinking about marketing, business planning and streamlining your business practices—all of those things that you forget about when business is going well, this is their time.
Why market now
Many of my clients have stalled marketing practices. Their argument is that people don’t need that right now, but I happen to know that’s not true. In fact, I firmly believe that now more than ever people are looking for quality resources, some of which you might be able to create right now.
We’re not talking about creating thousands of dollars worth of Facebook ads, buying keywords that you want to rank for or using traditional “sales” tactics to pedal your goods and services. No, now is the time that businesses, organizations and influencers can create some truly helpful value-added content that can help people through these trying times.
I am not in the business of sales. As much as marketing contributes to sales, it really isn’t the same thing. As a marketer, I set out to serve my clients by helping them to connect with their audiences on a more meaningful level. And, whether or not you have the money to hire someone to give you a hand, now is a great time for you to start thinking about valuable content and really contributing to the conversation.
What kind of marketing should you think about?
Marketing content can be a truly valuable asset to provide to your audience because unlike what most people believe, when you market it’s not really about you at all. The goal of your business is to solve someone else’s problem—if it’s not you’ll never make steady sales. And with the world as it is right now, it’s the perfect time to put that focus back on your clients.
Think about the struggles people are currently facing:
- They’re looking for financial advice and ways to better their financial situation
- They’re suddenly stuck in a remote-only world and many are not familiar with it
- They’re struggling to keep their businesses going
- They’re simply looking for things to do
The truth this, the addition of COVID-19 has introduced a whole new set of challenges that many of us have never faced before, and chances are there is some way you can add to the conversation. Not only will that help your audience, but in the long run if you do it right it’ll help you too!
What does this look like?
Let’s say you’re an accountant who traditionally helps people with their month-to-month finances, now is a great time to start a series on handling family finances in a crisis. Perhaps you create a helpful eBook that gives people tips on adjusting their budget or you start a weekly podcast on future financial planning.
Or maybe you’re a family attorney and many of your clients are dealing with the challenges of co-parenting and child sharing during times of crisis. You might be able to create a blog series on parenting during a crisis or create some sharable easy-to-understand infographics.
Business consultants can also play an amazing role right now too. Creating easy to follow guides for planning businesses and growing it despite the current challenges. Or even guides to starting a business to bring in some extra cash to supplement incomes.
In fact, as a marketer, I do this on a regular basis. So, if you need some ideas for what kind of content to create, here are some things I’ve made:
- The Beginner’s Guide to Social Media Planning
- Managing Your Finances as a Freelancer
- How to Start a Freelance Writing Career from Scratch
- The 5 Steps to Mastering Pinterest
And recently we created our 13 Must-Have Marketing Tools to Grow Your Business.
Are these resources perfect? No way! But they provide helpful and actionable ideas that anyone can undertake.
Creating these resources on your own
If you’re a business owner that wants to help out but is currently struggling in your own merit, you’re not alone. But luckily creating helpful resources for your audience doesn’t require a highly skilled (and highly paid) team, you can do this on your own!
To get you started, here are a few handy resources for you to use:
- How to Create an Ebook From Start to Finish by HubSpot
- How To Start A Podcast: A Complete Step-By-Step Tutorial by Podcast Insights
- How to Create an Infographic in 5 Minutes by Piktochart
- How to Pick a Blog Topic
- How to Create a Website for a Business
Now is the best time to use marketing to add value
There is no time like the present when it comes to providing true marketing value to your audience. You don’t need to fear about “creating noise” because, when it comes down to it, people will only seek out what they need.
And, right now, many of us are looking for a way out. If you can help, now is your time.
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