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Quarantine yourself not your brand

Quarantine yourself not your brand

“Take a risk and keep testing, because what works today won’t work tomorrow”

As publicists, brand marketers and agency owners, many of us are not prepared for coronavirus. Most of us have never lived during a pandemic, let alone personally experienced one. This will not be a crisis that will go away any time soon. As marketers, don’t keep marketing with your head in the sand.

So no matter what your opinion of the merit of this virus and its threat to society, there’s no denying that it is creating a multiplier effect on what was already a trend towards online buying behaviour vs. offline. There was no doubt that our newer generations were already living predominantly digital lifestyles…opting for their devices vs real-world buying and decision-making behaviour. But this current outbreak is going to take it to a whole other level forcing people of all ages to rethink how they live their lives and how they buy. If you own a business or influence one, now is the time to really think hard about how your business is investing in its online strategies and whether youre prepared to cater to this new world.

“Internal traffic is not internal! With so many employees working remotely right now, this may influence your digital analytics data! Your typical filter won’t catch workers working remotely unless they are possibly using a VPN or other remote network connection. This means your employees might be counted in your analytics metrics, even though you had previously created a filter for this.”



The beauty of social media during this pandemic is its ability to build companionship through digital platforms. A change in routine, different work settings, and social distancing have been tough for many. But there is a level of hopefulness in knowing that we can and will continue to communicate with each other with the help of the internet. The tone conveyed by businesses and individuals has varied, but it is important to remain optimistic while not making light of the situation when navigating your digital marketing presence during this time. While all businesses are not expected to provide their two cents on the virus, there is nothing wrong with posting or sharing messages on the pandemic’s secondary effects that you do have some expertise on. Social media is going to be a mainstay for everybody staying at home during this time. And it’s something that you can work on and improve in the background. Make sure all of your information is up to date. Look for ways to spice up your social profiles and feeds. Upload pertinent content that keeps you and your brand top of mind, but also speaks to the needs of your audience.

We do think it’s important that we focus on the possibilities and put forth the kind of creative effort that will help us emerge stronger than ever. Encourage positive dialogue and open the door for creative suggestions from your team on ways your business can adapt to what’s happening. Think of this time as a blessing to devote the time to our business that before we could never seem to find. Adaptability, communication, service and transparency are the critical areas that, as business owners, we need to master right now. Let’s put into action the things we always say we want to do but never have time to fully plan out.

“Take a risk and keep testing, because what works today won’t work tomorrow”

We all have those projects that we put on the back burner, waiting for when things slow down. Well, now is your time to dig out those projects and give them your full attention. This could include writing a book, updating your brand messaging, creating and publishing a new website, creating a video or podcast, designing a new offer, or even developing a thought leadership strategy. Whatever it may be, now is the time to do it. In a time of uncertainty, businesses need to prioritize consumers and employees’ safety.

Be kind and aware of the situation. The brands that do this best will undoubtedly rebound most quickly once the COVID-19 pandemic retreats. Until then, be critical of your digital marketing efforts and double down on lean effectiveness. As always, we are here for you to help and hope you stay safe during this difficult time.

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