Part 2 – Marketing in the times of Corona [Thought Leadership and PR]

PR and Thought Leadership_CoronaTimes
What #Marketing, #Sales, #BusinessDevelopment and #ChannelManagement teams can do in the times of #Corona #Lockout #Quarantine
(Part 2 of n – This is the first in the multi-part series on how business can thrive in these times)

In my earlier post on LinkedIn and ZMOTly, – Carpe Diem – Marketing in the times of Corona – I had shared how these times provide an extraordinary opportunity for the marketing to lead the industry. Only the innovators with smart marketing organizations will survive. The rest will perish and fall by, I spoke about 3 points earlier.

[1] Reset and recalibrate the internal marketing
[2] Reach out to currently engaged prospects
[3] CRM, Database clean up, and customer segmentation.
Here are the next three –

[4] Engage Senior Leadership Team in Marketing

As is usually the case in many organizations, there is an acute misalignment between the marketing team and various business units about the understanding of marketing and expectations from it.

  1. Alignment with Marketing: If you are a member of the Senior Leadership Team (SLT) or a CMO, this is an ideal time for you to rally the resources and brainpower within the company towards marketing. Your SLT will be in all probability, be not ‘traveling’ though they are OOF 😊. They will, in all likelihood, be locked up at home with abundant energy and less busy than their usual selves. You use this opportunity to brief your SLT about the company’s marketing objectives and strategies. You can seek participative inputs from the leadership and seek specific feedback, or buy-in. Your marketing team can gain insights into various business units and their challenges. That can help you to craft better marketing strategies. What more, you may even be able to crawl some budget from different business units if you provide value.
  2. Management Team as Ambassadors: You can leverage SLT as social media influencers. You may educate some of them on the powers of Social Media and have a streamlined approach to social media. Your SLT is one of the best brand ambassadors inside and outside the company. Leverage them and their networks for writing blogs, social posts on LinkedIn, Instagram or Facebook. That will amplify your company’s brand presence.

[5] Extend your online education, for Free–

The magnitude and pace of disruption because of this pandemic is “unparalleled.” It has also opened immense possibilities for students (adults and children alike) to adopt remote learning. The physical classrooms have closed. There is a huge adoption of online education through zoom sessions and the likes.

As a smart marketer, you should seize the moment. You must ‘be there’ as this massive tectonic shift in learning paradigms are happening across the world. If you have online courses (non-confidential and value-led) built internally, they can be excellent ammunition today. You can use them and build a loyal following for your solution, product or industry; Some examples may be – Artificial Intelligence, Effective Delegation, Crucial Conversations, Financial Management, or Building Operational Excellence.

High-quality training content is of tremendous value to the receiver. As a marketer, you may not want to miss the opportunity to add value to society by enriching their lives. Marketing plays an especially important role in building an emotional connection with the audience – your future customers, partners, vendors, influencers, or employees.

My suggestion would be to open it up to the audience for FREE, and take the lead in your industry; Digital learning improves access and reduces the cost of continued education and you would have been an innovator on that front in your industry and your customers and prospects.

[6] Organize Community Outreach and Seek and share personal stories

It is highly probable that your organization or some individuals in your organization are doing commendable work and community outreach.

If you are not, it is an excellent time to encourage doing such work by your teams and individuals. As a marketer, it is right down your sleeve to give wings to such an effort and gain internal and external recognition for such work. Share such work via your social media channels with pictures and videos. Do branding around such work. Get your PR engines to go full steam. Don’t worry – you can do this shamelessly. After all, that is the industry norm for successful companies and ‘philanthropists.’ All this would help you score better on your glass door raking and thus boost your brand significantly.

Let me know your thoughts, and I shall continue to build on these on my next posts in the series. You can also reach out to zmotly@futureshift.com.sg, and I  will be glad if I can be of help

/Rajesh

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