Staying Relevant During a Pandemic
The pandemic changed perceptions about how business should be conducted and created new efficiencies that will endure long after it ends. Marketing professionals developed creative strategies to maintain relevancy – for themselves and their clients – in a digital-first world with scarce opportunities for in-person networking and business development.
Let’s dive deeper into some of the best practices employed to remain top of mind as we collectively navigated anxious and uncertain times.
- Establishing human connections. We have all been on Zoom meetings over the course of the pandemic – especially when the entire nation was on lockdown – and shared a laugh when someone’s toddler or dog made a cameo appearance. These disarming moments have continued as most businesses allow employees to work remotely or on hybrid schedules. Our clients and contacts got first-hand looks at the design and furnishing choices of our home offices. Awkward moments aside, this strengthens bonds between professional acquaintances and humanizes the process of conducting business. We should embrace this going forward and encourage our clients to do the same.
- Creating our own content. Within a few months, everyone and their mother had a webinar series. While weekly virtual panels with speakers trying to find different ways to say “we do not know what the impact of COVID-19 will be” got tedious quickly, the overall approach of creating new content and building virtual community has value. We encouraged our clients to buck the webinar trend and pivot to short-form, one-on-one interviews with industry leaders. One real estate client even earned a national award for its video interview series. Here at BoardroomPR, I worked with colleagues to launch “Kalis Conversations,” a series of five-minute, one-on-one interviews with clients and contacts in real estate, law, finance and other professional services industries. The series enabled us to demonstrate thought leadership, stay in front of our clients, and provide valuable content that could be repurposed for social media, e-newsletters, websites and more.
- Getting involved. It might sound counterintuitive to join a new business development group, trade association or community organization when most are keeping in-person activities to a minimum. On the contrary, many of these groups are utilizing virtual means to cast a wider net in pursuit of new board members or volunteers. Less time on the road driving to the office or client meetings means more flexibility to expand your involvement.
These simple steps will allow you and your clients to stay connected and relevant in the face of any broader challenges.