Amid the global pandemic of the COVID-19 strain of the coronavirus, asking yourself what’s next for your technology company can be challenging. Where should your company focus efforts to position your organization for a quick recovery? What adjustments do you need to make to your technology marketing plan to thrive in a new environment?
Developing your tech company’s marketing strategy can be difficult during uncertain times. However, as we set our sights on COVID-19 recovery —both in terms of health and the economy — here is how you can begin planning:
There is no doubt that the coronavirus has impacted the economy. However, the severity and length of its impact will vary from state to state and by region.
It is expected that the recovery will be very geo-targeted in nature, meaning that rural areas with low rates of infection will recover more quickly than densely-populated cities where infections occurred at a higher rate. Therefore, one-size-fits-all marketing campaigns and activities will not be effective for the next 2 to 3 months.
TIP #1 — Marketers would be wise to segment their tech companies’ databases for outbound campaigns into different geographical regions and create appropriate messaging for each state or region. By carefully planning and curating this message, enterprises will avoid being too insensitive in aggressively marketing to areas that are not ready.
Your Marketing Campaigns Are Only As Good As the Data Used
There is no doubt that a number of technology companies will go out of business, merge, be acquired, go into bankruptcy, or emerge from the pandemic looking much different than they did before. In addition, the downturn in the economy will cause a large number of layoffs and furloughs to the American workforce.
TIP #2 — As a result, marketers will need to be diligent in updating and maintaining customer and prospect databases so that outbound campaigns like email, direct mail, and telemarketing are effective.
As the impact of COVID-19 unfolds, marketers will find that some industries will be more affected than others. There is no doubt that industries like retail and hospitality have been greatly impacted by the pandemic, while others like healthcare are seeing an increased demand for technology, services, and support.
TIP #3 — Take the time to evaluate the industry focus of your marketing plan and if possible, make adjustments based on the health and needs of the different industries you currently sell into.
As your technology company continues to execute your marketing plan, it’s important to recognize that — with certain industries or business types being shut down —marketing efforts may not render your typical results. Across our base of technology clients, we have noticed a decrease in search volume, which is causing a slight decline in website traffic and lead generation numbers.
TIP #4 — While we expect this to be a short-term issue, it’s important to reset expectations and establish new benchmarks for your organization’s marketing performance.
When the economy is going through a downturn, the natural instinct for companies is to cut back on marketing. As a result, there is often less competition, making it easier and faster for marketers to achieve results and gain a decisive advantage over competitors that have gone dormant with their marketing efforts.
TIP #5 — When others look to cut back, strategically invest in marketing tactics that will help your company gain market share, new customers, and deeper relationships.
Looking to reevaluate your marketing efforts? Contact the SkyRocket Group to learn how our digital marketing programs can help your company increase web traffic and generate more leads.