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 If your life hasn't changed drastically in the last few months, prepare for it to be only a matter of time. The Covid-19 virus will affect everyone (perhaps the only exception is the confined participants of a reality show).

From a professional point of view, your habits will change, your company will be put to the test and what is left of the year will be different.

With few exceptions, we will all go through a period of low sales, clients will disappear due to insecurity with the economic scenario and financial adjustment.

 

Your company needs digital marketing now more than ever and this you must do to adapt


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And what is the situation of Marketing in all this history?

It continues to be extremely important, but it is time to adapt quickly, because in this crisis, there is no point doing more of the same. At this point, we have to think on two different fronts:

- What should I do to mitigate the problems now?
- How should I act today to avoid future losses?

 

 

The acid test for your brand is now

There is a natural tendency to talk about Content Marketing with a strong focus on its predictability and its metrics. In a quiet moment, that makes perfect sense.

But we are not living in a quiet moment!

Of course, monitoring visits, conversions, CAC, etc., is still extremely important, but this is the time to open your eyes a little and target something that has a great impact on the future of your business: how do you is your brand facing the current situation?

Your brand will be tested and this goes way beyond the marketing department. The way you treat your employees, your communication errors, your correct actions and the decisions you make to help society is being observed.

 

 And what can and should the marketing department do?

* Change your content for information that helps the immediate needs of people and calms them. There is surely some knowledge, in your area, that can help with this. Here at Andromeda we are investing in content about Home Office and texts like the one you are reading now.

* Stay close to directors to publicize positive actions to combat the virus and prevent messages that could be interpreted as opportunistic from being published on behalf of the company.

* Closely monitor the evolution of the local and global scenario.

* Evaluate all the ways the company can help at this time. In this article, for example, you can find information about Home Office. Also, we have written articles the last few months dedicated to helping small businesses and entrepreneurs.

 

 These are just a few essential examples for your brand to navigate this turbulent period and emerge with a positive reputation in the future. And of course helping others which is always the right thing to do.

 

And the generation of demand?

Well, the first step is to accept reality: the current moment will be scarce for almost all of us, that is, there is a real risk that your goal will not be reached.

On the other hand, it doesn't make sense for us to stand still. Sellers are counting on us and throwing in the towel is not an option! It is time to get creative and take advantage of every possible opportunity.

If you already have a content strategy in place, your funnel traffic will likely not suffer much impact, which will already guarantee visibility and potential customers. The problem will be to convert these leads into customers, since nobody is sure of closing new deals.


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This is where marketing comes in. Some examples:

- Use the informational content, already mentioned in the sales process, to reduce the anxiety of the leads. One tip is to ask marketers what their biggest fears and objections are, and create top-of-the-funnel content to help with that;

-  Examine the main objections right now and create middle and bottom funnel materials to get around them. Here you can use sales enablement materials, case studies and webinars;

- If it is within your means, offer discounts or special payment conditions for a while, until everything calms down. Although this action may not guarantee income, it can at least guarantee the maintenance of your clients;

- Reverse part of your paid media strategy from the bottom to the middle of the funnel, this will accelerate the generation of leads and, at the same time, are actions that can be carried out with marketing and sales automation.

Actions like these will ensure that the loss is not so great, as your sales team will be better prepared to deal with customer insecurity and help them make the best decision.

 

Preparing for the future

The advice we have given so far is to help you make the most of an extremely negative situation and reduce its impact on your company. Luckily this moment will pass and we have to be ready to return with everything.

Something that surprised us at the beginning of the Covid-19 pandemic was that the large number of companies that depend on events to generate demands was evidenced.

In some cases, we saw entrepreneurs commenting that more than 60% of their leads are generated at events.

For many companies, paid media is losing momentum right now, because:

-  Ads are generally focused on a bottom funnel.
-  People's buying intentions are very low, especially in B2B.

 

These two factors are specific, since the construction of your brand, reputation and audience lasts over time and will not cease to exist now. Therefore, routine marketing activities should not stop.

As we noted above, facing the litmus test to make your brand useful, relevant, and help others will not only help you survive this crisis, but will create a permanent positive impact. When everything calms down, you can bet it will help you do business!

The audience you are building over time is not going away either. Your top-of-the-funnel content will continue to be useful and sought after by people, whether in the office or in isolation.

 

Yes, there will be a fall, but it probably won't be that bad, and it's temporary too! So far, Andromeda Computer's traffic has fallen 6% on average.

That is, even if leads are not turning into customers now, at least you continue to generate them and your content is helping people who, in the future, will be better able to do business.

If you are one of the people who does not sleep at night due to event cancellations, I suggest that you start investing in creating your own channels.

It's no wonder so many companies are investing in podcasts, newsletters, and blogs today.

 

Take care of your team

Moments of uncertainty are complicated for everyone and, professionally, they require great effort and sacrifice. If you have a team, it is your responsibility to help them get through this.

So never stop paying attention to the physical and mental health of your team.

Asking them to not only keep doing a good part of the routine, but also face pressure from salespeople, come up with new strategies in a sensitive setting, produce more and more content, etc. can be extremely exhausting.

To complicate matters, everyone is probably already working in isolation, which helps with anxiety for many people and can further damage work and emotional exhaustion.

Hold frequent meetings, preferably with the computer camera on, always available to help and always ask how they feel.

If you are not a manager, pay attention to your co-workers, because we are in a moment of physical isolation does not mean that we should also isolate ourselves socially. Send messages, make quick video calls.

We are living in a unique moment, that is true, but we can take comfort in the fact that, at least, it is temporary.

Published in Digital marketing
Sunday, 20 January 2019 02:42

Social Media Management : 5 Advantages

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Over the past few years, businesses big and small have been forced to ask themselves where social media fits as part of their larger marketing mix. Enterprise level businesses might be considering relegating social management to their in-house marketing departments or hiring a new full-time employee to manage their social media marketing. Both of these solutions have some serious flaws that can be solved by hiring an outside social media management company. Here are five advantages of hiring a social media management company for your business.

1. Expertise

Social media is a rapidly changing world, and information about management tools, optimization strategies, outreach programming, and platform changes comes out daily. Staying on top of best practices and upcoming changes is critical to making sure your company is taking advantage of opportunities for your brand as well as maintaining a professional appearance. Simply lumping social media into your current marketing departments other responsibilities will make all of their efforts suffer; it takes dedication and discipline to stay up-to-date on the social sphere and manage growing communities. Most large businesses hire social management out as part of their ad agencies duties or by bringing on a dedicated community manager. Bringing on a social media management company is a solution that keeps your outward-facing presences updated and professional, without your marketing department taking a hit to productivity or adding an extra employee.

2. Dedication

That brings us to our next advantage, dedication. A social media management company can provide you with multiple touches on your brand, increasing brand monitoring and response efforts as well as providing a 24/7 hand at the till. Since the main focus of the company will be to manage your social presence, brand opportunities won’t get lost in the sauce. A real-time and scalable crisis-management team on guard can quiet the cries of an upset customer before they raise an angry mob.

3. Outside-the-box perspective

An outside social media management company can bring insights to your business that you wouldn’t discover when managing things in-house. This includes drawing on experience with other clients (more on this later) as well as the fresh minds they apply to the problem. By having an unorthodox viewpoint, they can also point out opportunities that your brand might have otherwise missed. Divergent thinking means more potential solutions, increasing your businesses chance of making the best decisions. If you only looked within for advice you’d end up making a lot of the same mistakes.

4. It Saves Money

This one seems backwards, but hiring a social media management company is going to save your business money. Rolling social into the duties of a marketing branch will end up only costing your marketing and your social media management. The fact is that monitoring, responding to, and updating social presences as well as researching and surfacing opportunities to grow your community is a full-time position. Thankfully, many businesses already recognize the burden of work up-front, and look to hire a full-time staff member for that purpose. The problem with this approach is that it will inevitably cost you far more and give you much less. Beyond the on-paper costs of a salary and benefits for your new worker, you’ll have to absorb the hidden costs like training and company perks that fall elsewhere in the budgeting mix. You’ll end up with is a single, albeit capable, team member to direct your efforts. By bringing in a company that specializes in social media management, you can expect a department that is capable of scalable response and you’ll get the benefits of the entire companies efforts, not just a single individual. For the same reason that you bring in an advertising agency to help create your branding and ads, you should bring in a social media management company to select your channels, build your audience, and optimize your content.

5. Experience

There is currently a dizzying array of tools and softwares designed for simply managing day-to-day social media activities and monitoring. A social media management company will be well versed in the available tools and be able to custom-tailor a selection that fits your businesses goals. They also can provide you with the benefit of software above your punching weight that they use for multiple clients. These are hidden costs of social media management that are absorbed into the cost of hiring a management company. Additionally, your enterprise will benefit from the experience with other clients that social media management companies have had, as well as their knowledge of research tools and awareness of competitors. These are all hidden benefits only available by outsourcing your social media needs to a company who specializes in the field. This experience also means that what might be an unexpected hurdle for your corporation will be a challenge that has been dealt with by your management company before.

These reasons only scratch the surface of the benefits your business receives by hiring a management company for your social presence. Companies that specialize in several areas can bring those perspectives to your social presence in ways that a standalone manager or management company might not consider. The added effect of these advantages, plus the potential cost savings compared to other solutions, makes hiring a social media management company a no-brainer.

What do you think now about the management of social networks? Are you interested in obtaining the benefits of relying on an experienced agency like ours? 

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Published in Digital marketing

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Photography, illustration, typography and motion graphics—graphic design creates and blends these elements into appealing images that capture attention, sell products and services, and open new markets. In other words, graphic design helps your business in several ways. Some may even surprise you:

1. Employee pride and productivity

All happy, healthy workplaces have a strong core of brand identity. Employees embrace and commit to the organization’s brand, and are proud to be a part of it. In turn, that buy-in commitment leads to more satisfied, productive employees. Good graphic design cultivates a positive brand identity—by reflecting a company’s vision—that permeates everything from company websites and communications to business cards and staff apparel. The opposite is true too. For example, if you’ve ever worked at a company whose poorly designed website is difficult to read, navigate, search or purchase from, you know how annoying and frustrating that experience is for both staff and grumbling customers. If your employees aren’t happy with your company logo or website, why would your customers be any different?

2. Saves time


JPG, TIF, EPS, PDF or GIF—which file formats do you need for your website photos and images? What about your business cards? A graphic designer knows which file format to use, and when, for the best results. Same goes for RGB vs. CMYK color modes, paper weights and uses, types of website content management systems (CMS), and whether your web or magazine ad is scaled properly and has enough color contrast to be easily readable when it’s published. Thanks to their in-depth training, mastery of industry software, and years of hands-on experience, graphic design professionals know all of this so you don’t have to waste time trying to figure it out yourself.


 

3. Saves money


Even if you have a limited marketing budget, it pays to invest in good graphic design. Cheap design often means poor design. And poorly designed graphics can be expensive. That may sound counterintuitive, but without the expertise of a professional graphic designer you may end up with a product that does not print clearly, is expensive to print due to color management or layout problems, or is not formatted properly for print or online publishing. Changes, delays and redesigns cost money, so that cheaper crowdsourced logo you bought may end up costing you more than one from the higher-priced experienced graphic designer.

4. High-quality visuals increase viewer interaction
Want to increase your company’s social media views, shares and followers? How about product sales and customer base? Whether it’s e-newsletters and websites, blogs and social media, or printed materials—high-quality visuals grab attention at a much higher rate than applications using low-quality, stock or nonexistent imaging. Online shoppers, especially B2B buyers, cite image quality as one of the most important criteria in their purchasing decisions. Graphic design uses high-quality photography, infographics, illustrations and video to create more successful marketing tools.

5. Graphic communication: it’s more than a trend
Every waking hour, most of us are inundated with information from mobile phones, computers, TV, radio, billboards, magazines and more. And our attention spans are getting shorter because of it. To keep marketing efforts effective in spite of this cultural change, companies now have only a few seconds to capture viewers’ attention and keep it. Images are the perfect solution. They have the power to communicate complex messages much faster than words can. But, in order to do this—as well as improve your appeal to automated audiences (search engines) to optimize your web rankings—images must be unique, relevant and high quality. Graphics design can help your business successfully transition into this new era of concise, high-speed communication.

6. Attract and keep customers interested
Whether you’re redesigning your website, creating a new logo or launching a campaign, it’s best to use fresh graphic design created especially for you. This ensures you maintain a unique identity that attracts attention, differentiates your offerings, and will keep your customers coming back to check for new content. Food packaging is a great example of the importance of attention-getting design. Grocery stores carry hundreds of snack chip brands. And even though many of us review nutrition labels, it’s likely our purchases rely heavily on the appetizing attractiveness of a chip bag’s design and how quickly and accurately it tells us what we’re buying.

7. Strengthens your brand
Can you think of a strong company/brand that doesn’t have a highly recognizable logo, color scheme or typeface? Not likely. Graphic design creates a quickly identifiable “face” for your brand that helps differentiate and promote your company. If you have no competition, you may be able to get by without good graphic design and branding since you’re the only source in town. But, for the rest of us high-quality branding is vital for maximizing our potential and success.

Your company logo, typeface, colors, website layout and marketing materials establish an immediate impression of what your company is like—traditional vs. trendy, serious vs. fun, powerful vs. laid back, etc. Graphic designers work with you to pull these visual elements together in a way that will positively brand and convey your desired company image.

Since “consistent” means reliable, make sure your graphic design identity is used consistently throughout your company in internal/external communications, marketing and advertising materials, websites, and products. Inconsistency, such as using multiple versions of logos, typefaces and colors in your various business applications will make your company appear sloppy and unprofessional.

Every brand has a distinctive stamp, the design is responsible for expressing it in the most optimal way

 

You don't have a plan for your business yet?

 

Digital Marketing Plans

Web Development Plans 

Published in Digital marketing