Why You Should Continue Marketing Through These Tough Times

To say the last few weeks haven’t affected all of us both personally and professionally would be a disservice to our families and businesses. We want to reassure you that we are here for you and remind you of the importance to stay engaged with your clients – even online.

It may be your gut instinct to preserve your business by making cuts to your budget – particularly in marketing. However, studies of recent recessions have shown that businesses that refocus spending outperformed businesses that made sweeping cuts. Businesses that take a more progressive approach to spend during recessions have higher profitability and come out of recessions ahead of their competition.

That’s why it’s so critical to not direct funds away from marketing, but instead, reallocate funding into marketing. When we work together we can ensure that your sales and marketing efforts will not only continue but potentially thrive and lead to a greater chance of success when this time of crisis passes.

Here are some suggestions we have for continuing to reach your customers during the pandemic:

1. Be Easy to Find Online

There are currently more people online than there are people in their cars or walking around outside. Eyeballs are on screens. It’s never been more important to be searchable online.

Now is not the time to be hidden online. You should have:

2. Stay Active on Social Media

It’s not just to remind your customers that your business is still here and needs support, it’s an opportunity to show your audience real empathy. Never has been there a more ideal time to stand out in the marketplace by showing sensitivity and consideration toward people.

Show the people behind the business – staying at home, managing social isolation just like everyone else. Show how you care and how you’re helping – maybe by doing charitable acts or

fundraising. You can promote these good deeds on social media to build your brand. This will resonate with people and they will remember when this pandemic passes and money can flow more freely again.

3. Focus on SEO & Online Reviews

During the very few times many of us leave our homes, we want to stay close by to get food and supplies. Using SEO strategies to optimize your website can help put you closer to the top of the list of search results when people are making location-based searches.

Additionally, now is a great time to accumulate positive online reviews. If you can provide great service during a time of crisis, you can prove the best of your business’s reputation. Ask past customers and, especially, customers you serve during this time to leave you a review either on Google or Facebook.

4. Be Flexible & Connect in Uncertain Times

Nobody really knows what’s going to happen with how COVID-19 plays out and how much it will affect the economy so it’s imperative to remain flexible and fluid with your business during these times. Stay in touch with your customers – via email, social media, snail mail, website, or otherwise – and let them know how you’re adapting your business during these times. For example, if you’re a restaurant – delivery or curbside pick-up. Or if you’re a consultation-based buisness– online meetings only. Let your network know how you’re handling the changes as they come.

5. Use the Downtime to Finish To-Do Lists

Now that we’re restricted to working from home and have reclaimed some time from daily commutes back and forth to the office, it’s likely you have some extra time. Now is a great time to address those marketing to-do list items that have been sitting on the backburner.

Maybe your website needs a redesign and update, or you need some new blog content or social media content. Perhaps you want to start a new email campaign. Now is a great time to outsource that work and get it done. Here are some additional ways to spend marketing dollars on a budget.

Conclusion

We need to stay relevant and top of mind with our clients, especially when the dust settles from this coronavirus pandemic. This disruption will not last forever and we can still reach clients via email, social media, website, and snail-mail. Simply stated virtual is now our reality, but content is still king! As you know, the content that you present becomes your voice. Please reach out to CommCore Marketing if you need assistance with marketing during these uncertain times. Our thoughts go out to all of those affected by this crisis, please take good care of yourself and your family.

How Often Should I Blog?

The answer to this question is not an easy one. Unfortunately, there is just no cookie-cutter strategy for how frequently you should blog.

However, there are several points to keep in mind when seeking success with your blog…

You Have to Build a Reader Base

As a new blog, you will have to put some time into the content. Blogging is not a “build it and they will come” type of industry.

The internet is saturated with content, and you have to work to get your voice heard and noticed. Presence is key– let the internet know you are here and you have something of value to offer.

If you are starting out, you can post anywhere from once per month to a few times per month. This way, you are committed to getting your blog out there but not stressing yourself out.

If you’re running a more established blog, you have more flexibility. You can post once a day, a few times a week, once a week, or occasionally.

In any case, you will want to stay consistent with your output. The more content you put up, the easier it is for you to be discovered and for people to engage with you. Consistency helps hold people’s focus.

It’s About Quality, Not Quantity

What matters more than how much content you put out is the quality of content you put out.

Why do people come to read your blog in the first place? Because they are seeking some sort of value. It’s not of any concern to your readers how much content you’re publishing if it doesn’t offer something of substance.

Quality content is what generates engagement. Quality content is what generates leads.

Remember that the purpose of content marketing is to offer value and demonstrate expertise to your target market. This can only be accomplished if your content is delivering that purpose.

Blog Strategically, Not Just Frequently

Sure, blogging with some sort of frequency is important. If you consider that your content is your product, you will want to keep offering it so you keep people coming back. The success of content is measured in views, engagement, shares, and links. You need to keep this in mind as you dedicate time to your blog. It’s not always about creating a new product– or content –it’s about driving up those metrics.

One in ten blog posts is compounding, meaning that organic searches increase its traffic over time (HubSpot, 2016). And over its lifetime, one compounding blog post creates as much traffic as six decaying posts (HubSpot, 2016). Because of this, HubSpot dedicates time to update their old posts to capitalize on this traffic trend. So blog success isn’t necessarily dependent on your posting frequency, but more so the strategy you use to drive traffic.

Also keep in mind that the more content you publish, the more search engines will notice and the more you will have to work with. But at the same time, you don’t want to publish so much that you burn your readers or yourself out. The strategy is key in blogging.

Pro tip: Make use of guest bloggers, who can provide great content for you on your blog and freshen things up for your readers.

What is the Major Source for Your Blog Traffic?

Search engines, social media, or direct traffic? What source gets you the most traffic?

Search engines favor longer-form, quality articles. If they’re really good pieces they will continue to rank in search engines. If you get the majority of traffic from search engines, you can get away with posting less.

Social media, on the other hand, is far more demanding. If you get most of your traffic from social networks, you will need to be posting at a higher frequency. And that content is typically better if it’s short-form, in listicle format.

If you get most of your traffic from email subscribers, your frequency will fall in between posting to please search engines and posting to please social.

Experiment!

All of the most successful blogs have experimented with the frequency of their posting at one time or another in order to understand what schedule best suits their audience.

We strongly encourage you to do the same. Every blog is unique and what will work best for each blog is unique as well.

Summary

Every blog is different, but every blog must produce quality content if it has any hope at succeeding. Quality will always win over quantity. The strategy is more important than just frequency.

Bear in mind the source of your traffic when considering the frequency, but embrace that the internet is a fickle being and experimentation is the best approach to learning what works best for your blog.

Looking for more assistance with your blog? Reach out to CommCore Marketing with questions.

The Importance of Networking

When we’re busy running our businesses, we hardly think we have the time to build relationships with other businesspeople. But the truth is that your success really is dependent not only who you know but who knows you. The connections we build with others are ultimately what drives our ever-changing realm of opportunity.

 

Networking is about making connections that lead to enduring and mutually beneficial relationships. There are many networking groups and resources out there established for the sole purpose of cultivating these connections. Whether it be your local chamber chapter, a prestigious international networking group such as BNI, or just a virtual network like LinkedIn, there are many chances to begin reaching out to other businesspeople.

 

When we build these relationships with other businesspeople, we’re giving these other people a unique position in their minds. We become more than just “that guy who runs the carpeting and floors business”; we become “Brian, that guy who runs the carpeting and floor business with the wife and three kids and heck of a golf record.” When you’re associated with more than just a business in someone’s mind, when more of your personality is remembered by others, then your business begins to stand out. We rise and remain at the top of mind.

 

Networking also makes doing business much more friendly. When you know and like the person you’re doing business with, you’re much more happy to do it. People do business with those they like and trust. The more people who know not just your business, but you, the more your referrals you will get. You want to be on people’s minds — that’s where REAL advertising takes place.

 

So make sure you get out there and communicate with businesspeople in your communities. And if you personally don’t have the time to get out there and network, send someone to do it for you. Get someone out there who will be a good face for your business. The more relationships you build, the more opportunities for success you will have.