The pandemic has proven to be an accelerant of transformation for many businesses. Companies who rarely allowed employees to work remotely have now found the transition to an entirely at-home workforce to be easier to adapt to than expected. Transitioning the sales process to virtual meetings over Zoom has gone smoothly. And now, pivoting marketing initiatives to digital must happen sooner than many companies may have anticipated. To do so, 24 Seven recommends jumping on freelance recruitment and increasing your creative staffing to really push your digital marketing and produce quality material.
Here are some tips on ramping up your company’s digital-savvy, pretty darn quick:
Redirect budget to digital content and channels
Our team recently surveyed marketers who stated they were wholly canceling marketing tactics that require in-person interaction and are funneling budgets toward existing and new digital and virtual marketing programs. To maintain brand awareness with existing customers and reach new, self-isolating prospects (who are spending an inordinate time online), now is the time to go all-in on a robust digital strategy. Social Media CPC on average has been down since the beginning of March so that’s one area where you can consider re-directing budget, but be sure to closely monitor engagement and conversion rates. This is key to upping your digital marketing and customer reach.
Rethink messages, reconsider tactics and reinvigorate customer outreach
The pandemic is a growth opportunity for companies to take advantage of smarter tactics, innovative business development, and discover new revenue streams. Marketers must tighten up the brand story making sure it meaningfully resonates with and reassures anxious customers while finding new ways to connect through fresh or repurposed content. Review communications through every channel – what can be revitalized, re-engineered, and improved (including your website)? Are new prospects able to find you? Are you optimized for searches? Does your content speak to their problems today, or of the past? How have email and social campaigns performed – or is it time to establish them in the first place? The pandemic has given marketers license to shift paradigms and try new things.
Bring on the experts
Whether it’s retaining a digital agency or filling a gap in digital skills amongst your team with hired talent, funneling some of the marketing budget to human capital investment will be money well spent. Even if your company has put a freeze on new hires, a smart workaround is to bring in highly-specialized freelance experts. Digital marketing is a particularly robust sector for independent contractors who are niched, knowledgeable, and ready to hit the ground running. 24 Seven recently polled its army of freelance talent and found that 99% of them are prepared to be activated at a moment’s notice to begin adding value to clients remotely. Hiring freelance contractors and creative staffing could bring your marketing to the next level, while staying on budget. Let their expertise redefine what marketing means for your company.
Reskill your teams, pronto
Your marketing team is working from home, and more likely than not finding themselves more time-efficient and productive. This means there’s time to incorporate some professional development into their day. While there’s never a good time for a crisis like this one, it did hit when there are more e-learning resources available than ever at a reasonable cost. Coursera and LinkedIn Learning (formerly Lynda) are just two training platforms to consider. Professional organizations like the American Marketing Association offer digital marketing certification programs, as do many top universities. In addition to the benefit of upskilling your team, you are likely to up employee loyalty and job satisfaction through increased career development opportunities. Our talent attitude studies have shown that companies that are confirmed learning organizations are highly-esteemed employers.
COVID-19 is forcing the hand of companies that had dragged their feet when it came to full digital adoption. But companies who see this period as an opportunity for digital transformation to build lasting connections with their customers and for putting big, new ideas in motion will emerge stronger on the other side. Don’t you want to transform your business for the better?