Coronavirus & Your Marketing- What Should Change? (Tips for Financial Advisors)
With the current climate, making changes to your marketing strategy is essential, but at the same time, it can be hard and confusing. If you are unsure of what needs to be done, Twenty Over Ten, CMO Samantha Russell shares some insight.
I have a chart with me right here of traffic trends that we’re seeing, both growth and declines in traffic across a ton of industries. And today I want to talk about what the coronavirus means for your marketing. So we’ll get back to this in just one second. I’m Samantha Russell from Twenty Over Ten, and we are looking very closely at how businesses are being impacted by the coronavirus and specifically, we have some really great guidance for you today of how you should be thinking about adjusting your marketing according to what’s going on.
Tip #1: Adjust Your Content
So the first thing I want you to always be thinking about is you don’t want to be exploiting what’s happening to us all over the world to make a quick buck right? Nobody is going to walk away having a good sense of your business if you do that. So be really really careful about the way that you are putting messaging out there and how you’re talking about things. A few tips I have for you – number one: go back and look through all of your social media posts that you had scheduled to go out, any emails you had scheduled to go out and either delete the ones that are not going to work for the current climate, or rewrite them. I think it’s fine to still be sharing evergreen content, you know, eventually, the world will go back to business as usual, but we’re not there yet. However, you just want to make sure that whatever it is that you’re sharing is going to resonate with people and it isn’t going to come across like you don’t care or you have no idea of the pulse of what’s going on in this country. So that’s tip number one.
Tip #2: Offer Tangible Advice Through Videos and Visuals
Tip number 2 is that when you are thinking about what is on people’s minds, you want to make sure you’re offering tangible advice that will seek to reassure people, and the best way I think you can do that is to make sure you’re incorporating video or other visuals. So a video like I’m recording here today. Have the principles from your firm or have other people on your staff record a video. People love being able to see people hear their voice. That nonverbal communication can go a long way to reassure your clients and potential prospects. But also include things like graphs or visual charts that can show historically things like when there was a downturn in the markets, how long did it take for the markets to come back so people can know what to expect when they look back. That is really really helpful as well. So those are two tips for thinking about how you should adjust your marketing.
Also, going back to this graph, what we are seeing is that there is a huge increase in traffic right now for financial services and media. Those are the two areas that are seeing these huge spikes. This is some intel that came from Neil Patel just today. So people are doing a lot more searching for all different types of topics about the stock market, their investments, what they should be doing. They’re looking for answers. So put out content to answer those questions. That is absolutely fine to do. You just want to again make sure that the tone of voice and that the way you’re approaching that really is going to seek to be calming and isn’t being used as a fear-mongering or scare tactic to try to get new business. For more digital marketing tips for your financial advisory firm, subscribe to our YouTube channel or visit us at blog.twentyoverten.com. Thanks, everyone.
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