4 reasons why Businesses shouldn’t cut Marketing budgets during crisis

Budget cut in marketing

In times of crisis, it’s inevitable that businesses review their marketing budget and would be tempted to reduce or cut costs for promotional activities. Being a knee-jerk reaction, companies need both firmness and a growth approach in their marketing investment.

Marketing week recently observed the COVID-19 lockdown spark off profitable surges in online sales by 35%  amongst multichannel retailers over e-tailers.

Do you think these brands pulled the plug from its marketing despite economic tragedy? 

 

You may say “Oh, but they have a bigger marketer’s budget and greater network!” , yet isn’t this an opportunity for you online too regardless of your company size.

Cutting costs may look like a quick, simpler solution when alleviating for potential financial difficulty, but it can prove to be a very costly mistake long-term. Having a healthy inflow of customers is the core and priority of any business.

 

Once re-assessed, it is clear that marketing investment even during diminishing consumer spending and unstable economies is one of the wisest decision that will benefit you in the long run. Otherwise, how can new customers know that your business exists if your marketing efforts have subsided?

 

Here are 4 reasons for not cutting down your marketing budgets:

 

1) To create a Reputation for Your Brand

Reputation is the key factor that stays and is the ultimate differentiator. In this time of crisis, when many other businesses are dropping their marketing efforts; now is the time to act oppositely from your competitors.

If you are prepared and have evaluated your situational risks, invested time and network resources for such market lapses; chances are that you position yourself stronger in unitising these opportunities for your brand to shine for a greater reputation in the future during uncertain times.

For what does the market say about you? What do you want to be known for during economic difficulty? By doing so, your business will develop a brand that is living and building equity every day.

 

2) To keep your Brand alive in the Marketplace

Customer retention is less time-consuming and rigorous over acquiring new customers when managing your marketing budget – don’t you think?

By maintaining your marketing activity, you reflect stability and resilience towards consumers in an uncertain marketplace; whether online or offline. This can also help in building customer loyalty when delivering upon brand promise for long-term success. Engagement of customers and their loyalty is the main source of increased profitability, as abandoning any marketing efforts’ rate creates leeway for another competitor to take charge.

Remember, consistent and persistent marketing amongst the right set of people when addressing their needs is most effective; any crisis marketer must optimise this within rising digital behavior worldwide.

 

3) To build Customer trust whatever the marketing channel

Plan your retention initiatives. It can improve your customer lifetime value and acquisition during any crisis.

Investing during crisis and pandemic times makes your business grow when most others might be planning to suspend their marketing efforts. By doing this, you will add more value to your business and develop more loyal customers.

Be thoughtful by building trust and showing gratitude to your customers with discounts, extended services or experiential offers. This will lead to a healthy growth cycle helping your company to stand out in the market.

 

4) To take advantage from the Buyer’s market interests

Brands and marketers must spot and take advantage of digital marketing that benefits consumers and leads progressively along the online buyers’ journey. As with time and adapting lifestyles within our current climate, people spend more time online to stay connected with close ones living afar and to keep up with the current developments around the world. Be innovative and focus more towards meeting your audience online through united messaging tapping into the emotional messaging of digital.

As a result, allocate your marketing budget and prosper from these opportunities to increase your digital marketing’s effectiveness, optimising your website and updating them through social media as a content relationship-builder towards your business goals.

 

What do you think about your company’s marketing spend during crisis outbreak?

Comment below on how your market presence has sustained if you’ve reduced your regular budgets and strategic approach towards your most effective marketing channels?

How to copywrite for Winning Email

Intro picture (Keyboard)

 

Ever asked yourself ‘Why don’t I find myself writing and crafting enough email?

Some of you may give excuses such as:

  • Email’s dead – it doesn’t convert at all!”
  • I’m terrible at writing.”
  • My copywriter or digital marketer handles that.”
  • “Can’t be asked with all I’ve got on the plate.”

 

Regardless of the misconceptions of email marketing being traditional and downright overused, this marketing channel still matters for online campaigns and outreach.

Hope you’re still reading B2B and B2C marketers?

Yes, email is a popular method of keeping in touch with your fans, potentials and retained subscribers in business.

No one ever disputes that.

However, the art of creating great email with impact relies on your ability to understand your audience, tone of voice and embracing the passion of written language.

For all buzzing marketers, entrepreneurs or C-Level executives; here are some helpful tips on copywriting for winning email:

 

Too much text and you’ve lost them

Email copywriting isn’t easy for excited marketers.

One of the greatest mistakes is bombarding your final recipient with a gazillion rows of text and font sizes.

Text and handwriting

Whether it’s your latest blog release, seasonal offer or company update, too much text drains out the attention span to 0 in this aesthetically visual world of today.

Although you wish to keep the reader sufficiently informed, every great email marketer must master breaking down and summarising text for the best retention possible.

 

People are receiving and reading emails endlessly everyday.

Off smartphones when getting out of bed, on cramped public transport, and even off computer screens just 10-15 mins before lunch breaks.

What makes your email any different?

How can you make your final message shorter and succinct?

 

Ask yourself these 2 questions and ensure the text quantity is enjoyable for a happier, retained subscriber.

 

Understand your audience and tone of voice

Who’s your fan or customer?

Do you consider their wants, needs and aspirations?

How do you address them?

TOV

 

Once you’ve answered these questions according to your knowledge, you’ve cracked only 50% of planning successful email copywriting.

The other 50% is consistent execution of this amongst your targeted email database.

If you’re in B2B, you’ll be dealing with a specific number of professional individuals subscribed or contacting you for 3 reasons:

  • Industry news
  • Client liaison
  • Ongoing business development.

 

For this reason, keep the email copy straightforward, contextually goal-orientated and mutually beneficial for greater engagement.

 

For B2C companies and brands, your email copy and tone-of-voice should be friendly, product or service-focused within a scenario, and spark an emotional response upon leading towards your call-to-action.

This way, both clients, customers and fans acknowledge you’ve considered them first when crafting your email text, and with favourable results and patience; they’ll be engaged with positive expectations of your email outreach.

 

Always proof-read and contextualise

Like any other important piece of literary work you’ve written – proof-reading into context is vital for any winning email copy.

Treat every word and punctuation usage with vigilance as you would stepping across a rushing river on a vertically-led, dispersed rock path.

Every email campaign’s copy for your marketing outreach must be organised and follow a story-like rhythm.

Why is that?

Your final reader needs seduction from your email language so much that it becomes an enjoyable, attractive flow from start to proposed action.

Moreover, your language represents your business’ care into email – make the copy their pleasure to read and act!

 

Never forget your final goal

Whether you’re a non-for-profit to a profit-based business, your email has a task to achieve.

Some may be the best copywriters in town and spark unforgettable chemistry everyone marvels over with words, writing style and great context.

Yet, if you don’t make your end-goal clear and authoritative during the email’s latter stages; the efforts will have gone all to waste.

People always ask even before reading ‘What’s the catch or purpose of this?’

Even your loyal customers and clients too.

Subscriptions, downloads, social media follows, click for shop discounts – these are all key examples of common call-to-actions assisting your final goal.

Make your copy worth their eye-squinting, brain-processing and time for a favourable, higher chance of marketing conversion.

 

Try these simple yet crucial rules for 2 weeks and comment back below on any progress you’ve noticed for email success.

Happy email copywriting for 2019!

 

Can SnapChat rival with Instagram’s latest trends?

Snapchat logo quote

Can you think of live-streaming without SnapChat?

You probably can with Instagram Stories hot on the scene for millennials, Gen X’ers, celebrities and social media influencers now.

SnapChat was once one of first live-streaming apps appearing on social media, where users turned their smartphones into narcissistic devices that broadcasted viral stories to friends and fans about their everyday life.

With convenience to access, instantaneous nature and creative simplicity, the social network became an electrifying pass-time for youngsters frivolously sending each other pictures and videos (called ‘Snaps’) that expired after 24 hours.

The popular live-streamer allowed its users to become ‘miniature creatives’ from editing their content with fun stickers and post-produced image and geo-filters (e.g. the notorious stick-your-tongue-out, puppy filter loved by females snappers).

THEN….. all of a sudden, Instagram Stories showed up!

 

Yikes…..SnapChat’s in Trouble!

 From late Summer 2016 onwards, our cute magenta & peachy-looking camera decides to jump on the live-streaming wave and rival SnapChat with their doppelganger – ‘Instagram Stories’.

Instagram Story

As the name implies, Instagram Stories allows users to start broadcast live-streamed content amongst their followers; adding in enhanced features for creativity with your photos and videos like:

  • Multicolour pen tool & funky drawing for text-writing
  • Instagram Live’ for your fans
  • Auto-progression from one story to the next (SnapChat’s downfall ever since removing it)

Not ONLY JUST your personalised social album of posting pictures and video right?

So like any other trendy concept in-season, a lot of SnapChat users weren’t so brand-loyal after all as IG Stories increased in user base, depreciating the usage of our original live-streamer.

 

A Marketer’s perspective

SnapChat attracts young audiences, predominantly millennials and Generation X when leveraging its fun, trendy and in-the-moment lifestyle of buzzing media.

Instagram on the other hand, allows for a permanent footprint with your social activity through a user’s visual myriad of media on this platform.

If a marketer was promoting for a sports event or latest updates of your iconic figure, their marketing message must be:

  • Engaging and relevant
  • Fun to watch
  • Snappy and effective with its call-to-action

 

Otherwise it may end up like this:

snapchat in pocket

No digital or social media marketer wants this for their SnapChat presence as it’s lost opportunity for greater reach amongst your online community.

Care to agree marketers?

However, some other users may desire more permanence on their social media presence; even after the moment has ended.

Whether you’re a business, celebrity, role model in society or a normal social media user, we’re all marketers of what we believe in, do in everyday life and where we go in one way or another.

Posting up content for our Instagram pages expresses the value of visual storytelling about our lifestyles, favourite foods, holiday places to visit and interests onto others.

In case you may not know, Instagram marketing almost works like a two-way, visual conversation amongst your fans.

And no, I don’t mean simply messaging users privately one-to-one lool!

Messaging on social

Insta users and businesses with engaging content and high fan bases enjoy the best of social media marketing. The visual conversation comes from buzzing fan commentary and live video-broadcasts posted across this mobile channel, thereby influencing users which their content resonates with the most.

Think of it this way – the simpler and catchy your captions, higher your content’s impressions, likes and RELEVANT hashtag optimisation on Instagram all creates a digital combustion on this social media network.

SnapChat doesn’t allow you to combine all of these social media tactics permanently now does it?

That’s why persistence in your Instagram marketing makes you an ‘Insta-celeb’ ha ha!

So long as you’re popular for the right reasons within your industry as a brand, role model or marketer, anybody can master the visual creativity and artistic impact Instagram can have for your digital marketing strategy.

 

Do you think SnapChat still has a chance for the future of social media marketing?

Has it finally met its match or scheming something revolutionary to shock us all with?

We look forward to hearing your feedback!