With the world in lockdown, most trade shows and events have been postponed or outright cancelled, but this doesn’t mean you need to cancel your marketing completely. There are still ways to get your brand message out there and achieve your goals.
Now, more than ever, digital marketing should be an important part of your strategy but don’t think your options are limited to just pay-per-click display ads.
Content creation will become the number one way to keep in touch with clients and customers. You could spotlight your USPs and innovations that set you apart from your competitors, publicise any good news stories like achievements and awards, just maintain a brand presence, or even launch a new product or service.
The trick is to supplement your existing marketing efforts with new and fresh content. The more people see and hear about your offering, the more likely they are to develop a preference, a phenomenon called the mere-exposure effect. If you’re always visible, you’ll be top of the list when it comes to making a purchasing decision.
Here are some ideas that you could use to keep your brand at the forefront of your clients’ minds.
Video Marketing
With people working from home, online video has become extremely popular as a way to consume content. So much so that video platforms such as Netflix and YouTube have begun limiting the quality in order to not strain the broadband infrastructure.
It’s the perfect time to take advantage and get your message seen at the right time by the right people as they sit in their home-office, at dining tables, or on sofas around the world.
If you don’t have the capability in-house to produce videos, you can outsource it to a production company who will take your content, turn it into a compelling brand message, and deliver it back ready for you to distribute through your marketing channels.
Social Media
Social distancing doesn’t mean we can’t be social. Networks like Facebook, Twitter, and LinkedIn have taken the place of physical meetings where people get their information, share ideas, and promote themselves. Potential clients are on social media discussing strategy and making purchasing decisions, and you need to be visible.
A solid social media strategy, involving short-form video, articles, and other shareable content, gives instant brand exposure which you can see working in real-time.
Podcasts
Fast becoming the number one way to consume content, podcasts will soon eclipse video as the most effective medium for marketing teams to promote their brand message.
Podcasts are a quick and easy way to get up-to-date information out there. With various communication platforms available such as Zoom, Skype, or even the humble telephone, podcasts can be recorded, edited, and quickly distributed without anyone having to meet face-to-face.
The broadcasts can feature interviews with key-staff talking about your latest product or service, top clients giving testimonials, or a mix of both giving an industry overview.
Email marketing
Emails are a great way to easily send personalised targeted messages to your client base, keeping them informed as to what’s going on with your business, or updating them with the latest product news. They can take the form of short text-based emails, or content-rich landing pages with calls to action.
Microsites
With nowhere to go outside, a microsite for your product or service could be the destination for potential clients.
Essentially a digital brochure, a dedicated microsite can help send a focused message, spotlighting your offering without the distractions of other parts of your website. The microsite can be themed independently, keeping consistent with your existing marketing collateral.
Where do we fit in?
Carmac Media has over twenty years experience serving the defence, security, and aerospace industries. We’ve produced top-ranking videos, established industry-leading digital channels, developed well-known websites, and so much more.
We offer services across all aspects of digital marketing, including creating all forms of content, developing strategy, and consulting.
Whatever your digital plans are during the coming months, we can help. Get in touch and let us know how we can complement your team, helping you achieve your marketing goals.
