Content Marketing & Promotion During the Coronavirus Pandemic

We’re in the midst of a public health emergency, and life as we know it has fundamentally changed. So has how we do business. We hope this is only temporary, but reality implicates effects will reach far into every industry, on a global scale.

B2B events and conferences have been canceled, or postponed, forcing any in-person sales & marketing opportunities onto the back-burner.

How do businesses plan to proceed? How do organizations continue to promote themselves and get the word out while the majority of the world is in lockdown?

Digital Marketing is leading the pack as a solid winning strategy and companies will need to focus on how they can best connect with their customers and prospects in an online environment.

• Digital Presence: Having an online presence is key right now and companies will need to focus on their visibility. Now is the ideal time to tighten up your website, social media pages, and any other place your company is listed digitally. 
  
  
• Content Marketing: Quality content has never been more important as people are consuming news and information at an extraordinary rate.
  - What advice do you have to offer? 
  - Are you reassuring customers you are still there for them?
  - How are you supporting your industry and existing clientele?
  - Are there any case-studies or best practices that have proven to be valuable, learning experiences that your customers can benefit from?
  
  Address your audiences’ needs and concerns with an email, video, webinar or even a simple social media post. Engage your audience with focused content that positions your company as a leader and a business that can be relied on.
   
• Distribution Channels: Focus on sharing your content on the appropriate platforms and channels your audience frequents most - not all services treat the same content equally. Having great content is useless if no one is seeing it.
  
  
• Adjust Your Marketing Budget: Consider redirecting print advertising or direct mailer dollars to digital marketing channels and mid-to-end of year trade events. In the near term, aggressively marketing yourself online is the right solution to maintaining your share of voice. Longer-term, as the pandemic runs its course, people will want and need to participate in trade events. Make sure you and your company are well represented when that happens. As we work our way through the impact of the pandemic. 

If you need additional advice or Digital Marketing Tools, Wine Industry Network can assist with marketing content, distribution tools, audience targeting and MORE.