If your life didn’t change in the past couple of weeks, be prepared. It is a question of time.

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And what about generating demand?
Well, the first step here is to accept reality: the actual moment will be slow and steady for all of us. It means there is a real chance your goals won’t be achieved.

On the other hand, being still will not help either. The sales team is counting on you, and giving up is not an option! It is time to be creative and make the most of any possible opportunity.

If you already have a content strategy running, probably the traffic at the top of the funnel will not be much impacted — which will grant visibility and leads.

The problem will be in converting those leads into clients because no one is that sure right now about closing new deals.

Here is where marketing comes into action. Some examples:

• Use informative content about the situation in the sales process to ease the common anxiety showed by prospects. A great tip is to ask the sales team which are the main doubts and objections leads are showing, so you can produce content for the top of the funnel that tackles these questions.

• Verify how these objections are affecting purchase decisions, so you can create the middle and bottom of the funnel content to overturn them. Here you can use sales enablement content, case studies, and webinars.

• If possible, offer discounts and special payment conditions for a little while, until everything settles again. It maybe won’t guarantee your income, but will at least ensure your client base.

• Reallocate part of your paid ads strategy from the bottom of the funnel to top and middle. This action will improve lead generation, and these prospects can be approached by marketing automation or sales.

Actions like these will ensure that losses are minimal because your sales team will be better equipped to deal with clients’ insecurities and help them make a better decision.

Preparing for the future
These tips were thought as a way of making the most out of an extremely negative situation and keeping its impact under control. But we have to keep in mind that all of this will pass and the company needs to be ready to come back in full swing.

Something that surprised me when the Covid-19 pandemic started was the number of businesses depending on events to generate demand. In some cases, I saw entrepreneurs talking about 60% of their leads being generated this way.

To a lot of companies, paid media is losing steam at this moment because ads are generally focused on the bottom of the funnel and buying intentions are at a dangerous low right now, especially in B2B.

These two examples are specific actions that were hugely affected by the circumstance.

But the construction of your brand, reputation, and audience lasts albania cell phone number list through time and will not cease to exist because of that. This is why marketing routines and actions cannot and should not stop.

Facing this hard test for your brand by being useful, relevant, and helping others will not only help you survive a crisis but also create a positive and permanent impact in your image. When it all settles down, you can bet actions taken now will help you do business.

The audience you are building through time will also not disappear. Your top-of-the-funnel content will keep being useful and searched by people — it doesn’t matter if they are at the office or at home.

Yes, some loss is expected. But it will probably not be as severe as you think and it will be temporary. Until now, Rock Content’s traffic went down by 13% on average.

This means that fewer leads are being converted into clients at the moment, but at least they are being generated, and the content is helping people who can, in the future, be prone to doing business.

If you are one of those not sleeping at night because of canceled events, I suggest you create your own media channels. It is not a coincidence that so many companies are investing in podcasts, newsletters, and blogs nowadays.