Should I Keep Marketing Through a Crisis?

May 15, 2020

We hear so often that marketing is the first budget item that business owners push aside when cash flow slows down. While we understand the need to bootstrap from time to time, we also know that the efforts you put into marketing now, during challenging times, will produce long-term returns on your investment.

There are several cost-effective steps you can take now to secure your strategy and stay top of mind for your customers — potential and present — now and for a long time to come.

Work on Your Website

It’s no secret that your business website is a valuable and fundamental cornerstone of your marketing strategy, regardless of what’s happening in the world around us. That’s especially true now, with many businesses struggling to find a “new normal.” If you have to temporarily close your doors or your schedule changes day-to-day, your business website is the best and most effective way to reach out to your customers.

A website doesn’t need to be fancy to be effective. Including your accurate business information, operating hours, and info that site visitors need to answer frequently asked questions about things like services or pricing. Remember: Many of us use our smartphones and mobile devices to search for businesses, so your site should be mobile-responsive. Even the most basic business website can build trust and help optimize lead generation efforts.

Stick with Social

If you haven’t already implemented a social media marketing strategy for your business, now is exactly the right time to do so. Social media is free for people to access and for businesses to leverage and it’s something that users access from anywhere at any time — even when business doors are closed. It’s also a great way to get insight into the conversations your customers are having about your brand.

Make sure you’re regularly updating business information on your LinkedIn, Twitter, Instagram, and Facebook profiles and always double-check that it’s accurate. Keep a close eye on your tone and post items that are educational and offer value to the readers. Have it speak to the current challenges your audience is facing and regularly engage with comments to help build an online community. Use what you learn to pivot or tweak your business offerings.

Check on Google My Business

Beyond the website and a regular social media content posting schedule, Google My Business (GMB) pages are another marketing tool that doesn’t break the bank. Customers who are searching for local businesses will most likely start on Google — in fact, nearly 3.5 billion searches are performed every day. You’ll want your GMB info to pop up in those search results, and you’ll want that info to be updated, comprehensive, and accurate so customers know how to best choose you over the competition. GMB pages are free to claim if you haven’t done so already, this tutorial is a great start. Fill in as many details about your business and take some time every week to make sure everything is correct. Take an extra step to help your marketing efforts and add a weekly post as well, even if it’s just a short blurb about the current state of your business. Once again, GMB pages are free to claim and maintain, meaning it can be an affordable tool used by businesses of all sizes.

Follow the Feedback

Would you be surprised to find out that 91% of consumers who responded to a recent survey say they trusted online reviews as much as recommendations from friends and family? While word-of-mouth may look a bit different these days, taking the form of online reviews, testimonials, customer feedback surveys, and more, it remains a time-tested marketing tool that businesses have been using for decades. Because you’re missing out on the chance of wowing customers with in-person shopping experiences, customers will be looking to reviews more to make their purchases

Reviews will also form the foundation of your recovery plan post-crisis. Take some time now to build on the connections you’ve made with past customers and ask if they can share their experiences. Be clear that their help will be a huge support as your business continues to look for ways to grow in the months and years to come.

Call in the Professionals

Business owners have no shortage of tasks on their to-do lists, and that’s even more true when they’re facing down a crisis. You may be tempted to cut back on marketing, but that could be a mistake that will impact your bottom line long-term. There’s research to show that investing in marketing now, during an economic downturn, will pay off in the future. When you don’t know where or how to start, you’ll need to reach out to a team that can help.   Adding an experienced marketing consultant to your corner means you’ll get a comprehensive look and the online presence you currently have and the challenges your business is facing. Professional collaboration also means that you’ll have a better idea of the areas of your marketing plan you should be focusing on and where to pull back. Take some important steps now and depend on the guidance of marketing professionals to offer peace of mind that your business is future-proof — regardless of the challenges you face.

Launching the St. Louis Circuit Attorney's Office New Website

16 May, 2024
The St. Louis Circuit Attorney's Office debuted its new website at the beginning of May. Our Cole-Dalton Marketing Services (CDMS) team had the opportunity to build and design the new site. This project involved meticulous attention to detail and design with respect to user functioning and legal requirements, and we are excited about the finished product. From our work with small business owners, we know that any organization, no matter the size or which field it serves, benefits from a fast, secure, and information-driven website. Unfortunately, government agencies don't have updated websites. When citizens need assistance and direction to resources but get stuck on an outdated website, they can become discouraged and choose not to seek help. St. Louis Circuit Attorney Gabriel E. Gore and his office want St. Louisans to have proper access to resources; they also want to build trust with community members and pursue justice to achieve a higher level of public safety for St. Louis.

The State of Cybersecurity in 2024

09 May, 2024
What comes to mind when you think of a hacker or a digital scammer? A lone, 40-year-old man typing away at a computer monitor hunkered down in his mother's basement? An older adult who thinks she's on the phone with her granddaughter? Certainly not you? If that's your belief, it's time for a reality check. Cybercrime has increased by over 250% over the last two years, and the global cost of cybercrime is estimated to have exceeded 6 trillion dollars in 2023. The criminals behind these numbers are running highly efficient and effective operations – and many cybercrime organizations have hundreds of members/employees. The cybercrime industry intersects with international law, global politics, high-level business interests, fast-paced technological advancements, and human trafficking. While this information can be daunting, and the large-scale implications seem intangible, small business owners can't let overwhelming feelings prevent them from taking action. While many cybercrime organizations target large corporations, small businesses continue to be the most frequent victims of digital scams. The President of Moore Computing LLC, Fred Moore, recently presented "The State of Cybersecurity in 2024" to St. Louis small business owners. Let's review some of his key points and discuss the critical actions small business owners can take to safeguard their businesses, employees, assets, and their reputation. Types of Cyber Crime in 2024 Phishing Scams Phishing remains one of the most common scams affecting business owners and employees. The idea behind phishing is simple: a bad actor sends a message pretending to be someone else and prompting the recipient to reveal private information. Phishing scams are constantly evolving, with scammers designing email messages that resemble a standard email from a company, a client, or even the recipient's boss. Fred asserts that vigilance with links is vital. Be wary of any links sent in emails, especially those that ask you to share certain information. Verify the link before clicking on it. Take caution if you notice glaring spelling errors, conspicuous vocabulary, or something that needs to look right in the email's footer. It takes time to recognize these emails, and training can help. Ransomware Ransomware is one of the most detrimental cybercrimes. When cybercriminals target individuals or businesses with ransomware, a virus infects the computer system, encrypts data, and blocks the victim from accessing their information until they pay a ransom. The ramifications of a ransomware attack can be disastrous. Even if an attacked company can work with their legal team to pay the ransom or regain their data, the average downtime from a ransomware event is 21 days . When MGM Grand suffered a severe ransomware attack in 2023, getting their casinos and properties up and running took days since everything was tied to the computer system. Businesses may incur costs from the ransomware attack itself, along with costs from loss of business and reputation. Business Email Compromise Business email compromise scams are another common issue. These scams take phishing one step further, with cyber criminals hijacking email accounts. Once the bad actor can access the victim's account, they often orchestrate unauthorized fund transfers or manipulate account details. Like phishing, vigilant training and awareness are critical to lessen the chance of these attacks. Always be alert, never cut corners, and always follow company protocols to minimize risk.

Forecasting the Next Ten Years of Marketing

10 Apr, 2024
Marketing is gearing up for significant changes as we enter the new decade. With new technologies, shifts in buyer behavior, and changes in consumption culture, the way businesses reach out to customers will look very different in the coming years. While we can't say what marketing will look like in 10 years, we can examine emerging trends and strategies to forecast its future. Here are some predictions experts are suggesting could take shape moving forward. Increasing Personalized Advertising Personalized marketing should undergo even more profound transformations in the coming decade, leveraging advanced technologies such as artificial intelligence and data analytics to forge deeper customer connections. With the ability to glean insights from vast amounts of data, companies will craft highly tailored ads and messages that resonate with individual preferences and behaviors, fostering stronger brand-consumer relationships. From dynamic content customization to predictive marketing algorithms, the era of hyper-personalization will redefine how businesses engage with their target audiences on a one-to-one level. Advanced Device Communication The proliferation of voice-enabled devices and virtual assistants heralds a new era in consumer engagement, requiring marketers to adapt their strategies to communicate effectively through these mediums. As voice technology continues to gain traction, companies must anticipate the rise of voice commerce and tailor their approaches to accommodate this emerging trend. By leveraging conversational AI and natural language processing, brands can deliver seamless, personalized experiences that resonate with consumers, whether shopping, seeking information, or interacting with digital assistants. Wider Use of Virtual Reality Virtual reality (VR) is poised to become a ubiquitous tool in the marketer's arsenal, offering immersive experiences that transcend traditional advertising methods. With VR, brands can transport consumers into captivating virtual environments where they can interact with products and services unprecedentedly, fostering deeper engagement and brand loyalty. As VR technology becomes more accessible and sophisticated, expect to see a proliferation of immersive marketing campaigns that leverage the power of virtual experiences to captivate audiences and drive conversions.
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