When it comes to content, being sensitive to current market conditions and disseminating content and programs that are designed to inform your clients and help them navigate this unprecedented time should be your only guiding principle. Here are a few things not to do right now during the coronavirus outbreak when it comes to content and digital marketing:
- Turn off all non-coronavirus related pre-scheduled social media posts, emails and reminders. A firm I know sent out an email about an already cancelled event and then had to send another email explaining their mistake.
- Don’t post content that is self-congratulatory or launches a new service/product – hang onto these for later. I keep seeing firms post content unrelated to COVID-19 and only does it make you seem tone-deaf, but it also likely means that content will get lost in a sea of coronavirus resources. I’m keeping a running list of these for my clients and preparing the content and visuals for these posts so they’re ready to go at the appropriate time.
- Don’t name your coronavirus content the “Coronavirus Resource Center” – nearly every firm that has launched a special online section to help clients navigate COVID-19 is using that same verbiage – make yours stand out with a unique name.
- Do not pitch or aggressively market yourself. This is not the time to do the hard sell (that’s never a good idea) – or to send formal pitch materials to a prospect. This is the time to be human and use relationships to engage. Your firm bio and LinkedIn profile will let your abilities shine without you drawing attention to them.
I hope these tips help – don’t stop creating smart and helpful content and getting it to market quickly. Stay safe.