Allison has over 20 years of advertising agency and media relations experience. Being on the agency and client side she offers a unique perspective to client needs and what it takes to achieve them. As a seasoned marketing professional she has managed strategic planning and multi-media marketing for many healthcare clients, banks, schools, non-profits and universities, as well as the Kentucky Derby Festival. She prides herself on creating and maintaining great relationships. Her experience is a great match for leading and training teams and helping businesses grow
Times are tough. We get it. It has affected every person, every business and every business owner in a multitude of ways. It is important to remember it is an emotional time, but it also can be a time that as a seller and marketer you can still rise to the top. First and foremost, take off your seller hat of pushing products. People and businesses need guidance and empathy. Being a business advisor and marketer for your clients and prospects is the role we must play. They need you and your guidance more than ever.
Here are some tactics to assist in being the champion during
this difficult time.
You haveinvested time and energy in developing great client relationships and it isimportant during this time to thank them and to check in with them, even ifthey are not currently advertising. First, start a list of clients to check inon each week.
Ask themquestions:
How has yourbusiness been affected? How are sales? Staff Concerns? Services you cannotoffer now? Services you can? What changes have you made to your business model?Have you had to close doors? What communications have done during this time?
It is importantduring this time to be a good listener and offer any advice that can help them.It could be as simple as ideas to get the word out on how they have had tochange business or offering to share updates about their business on your ownpersonal Facebook page.
A few tips youcan share with your clients are making sure their online resources are up todate.
Website
Is their website up to date with their specific COVID-19 message and how they are responding during this time?
Are the hours of operation correct and contact information?
Are their services up to date during this time?
Social Media
It is important tomake sure all social media platforms that your clients are using are up todate.
On Facebook, inthe “About” section, update any necessary info like new hours of operation,business details, contact information and more.
On Instagram onthe Edit Profile tab update any contact information that has changed duringthis time.
Your client may not have the resources to advertise on social media at this time, but that should not prevent them from posting organically. Facebook algorithms do put precedence on paid posts, however, during the current climate, they should post because it is free.
A few best practices to follow on social media posts are:
Facebook& Instagram have a comprehensive help section so if you want more info onposting to these platforms, you can visit the help section here:
https://www.facebook.com/help/?helpref=hc_global_nav
https://help.instagram.com/442418472487929
Google MyBusiness
Making sure a business’ Google My Business Profile is up to date on Google is key, even outside of COVID-19. This information feeds directly into Google search results and the Knowledge Graph in search returns when someone Googles the name of the business. (see below)
If your clienthas not already claimed their business on Google, they first need to do this bygoing to:
https://www.google.com/business/
It walks them through step by step on how to do so, or you can offer to do it for them. If they already have their business set up on Google My Business then they should go in and update any necessary info.
Google has set up a few new tools and post types during this time, such as listing that a business is “temporarily closed” or any special COVID-19 announcements.
Now is the time to tap into your creative skills and ideas and put them to work. If you have a client that has had to adapt their business because of COVID-19, offer to have a brainstorming session on the best way to get the word out?
In these sessions ask these questions?
One of the best advertisements I saw recently was touting “wing delivery” from Buffalo Wild Wings on social media. The message was simple, to the point, caught my attention and made me chuckle. They made the best of the current situation and had me instantly thinking about wings. Did I order them? Heck yeah, I did.
Many businessesare closed, but there are many businesses that are still advertising andneeding an effective way to get the word out. This is a great time to diversifyyour client base.
Some Businessesthat we still seeing spending digital dollars are
CBD/Hemp/Cannabisand E-Cigarettes
Many of these businesses have diversified their services and are offering home delivery. It is also a misconception with these businesses they cannot advertise digitally. Facebook and Google do not allow it, but many other digital solutions do like digital display, native and online audio.
Medical
In the shift of telemedicine, many practices need to let their patients know and share their new processes and services.
Legal
Attorneys are still busy despite COVID-19, from family law, personal injury, contract and business attorneys.
Education
Educationnationwide has been turned upside down and shifting to online learning andcertifications as well as schools, colleges and universities still needing topromote Summer & Fall enrollment.
HomeImprovements
With massive amounts of time at home, home improvement projects are at an all-time high. Now is the time to upgrade windows, air units, deck projects, roofs gutters, landscaping and more.
Automotive
Much like homeimprovements, we are still needing to service and repair our automobiles oreven upgrade.
Recruitment
Many businesseshave had to alter their positions and need a whole new workforce. With so manypeople online, digital is the best way to promote these positions.
Financial
Financialinstitutions are updating their offerings to best support personal and businessneeds. It is also a great time to refinance or get a home equity line ofcredit.
Other business verticals that we see advertising during this time are pet supplies and animal care, political, real estate, tax preparers, mortuaries and funeral planning and all eCommerce businesses.
Your previous sales process probably included cold calling, meeting in person and followed by more in-person meetings. With social distancing, you need to shift your sales process.
Remember a “No” at this time is to be expected. Be patient. Offer empathy and guidance and how you can help. And remember, we will get through this.
