{"id":3455,"date":"2020-04-20T09:00:49","date_gmt":"2020-04-20T13:00:49","guid":{"rendered":"https:\/\/360leads.com\/?p=3455"},"modified":"2021-08-17T08:59:23","modified_gmt":"2021-08-17T12:59:23","slug":"navigating-lead-generation-marketing-strategies-during-covid-19","status":"publish","type":"post","link":"https:\/\/360leads.com\/blog\/navigating-lead-generation-marketing-strategies-during-covid-19\/","title":{"rendered":"Navigating lead generation marketing strategies during COVID-19"},"content":{"rendered":"<p>These are strange, challenging times indeed for companies. Most are questioning their sales lead generation marketing strategies. No need to reiterate \u201cCOVID-19,\u201d as the major news media has that more than covered \u2013 so much so, in fact, that many of us have found ourselves needing to limit our exposure to it.<\/p>\n<p>As we all work to come to terms with whatever exactly this \u201cnew normal\u201d is, businesses everywhere have had to make drastic changes in a very short amount of time for their financial survival. It\u2019s a crisis. It\u2019s certainly stressful.<\/p>\n<p>But it\u2019s also, believe it or not, actually an opportunity.<\/p>\n<p>Yes, you read that right. An opportunity. No, not the \u201cprice gouging and fear mongering\u201d kind of opportunity ($30 CDN disinfectant wipes, anyone?), the \u201cbuild strong connections, offer real value and lead by example\u201d kind of opportunity.<\/p>\n<p>In times like this, you should be slashing budgets for your lead generation marketing strategies, right? Wrong. So very wrong. But, the fact that some of your competitors are likely taking the \u201chibernation approach\u201d right now will work highly in your favour. Hence the opportunity.<\/p>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_65 counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/360leads.com\/blog\/navigating-lead-generation-marketing-strategies-during-covid-19\/#The_worst_thing_you_can_do_right_now_is_disappear\" title=\"The worst thing you can do right now is disappear. \">The worst thing you can do right now is disappear. <\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/360leads.com\/blog\/navigating-lead-generation-marketing-strategies-during-covid-19\/#You_literally_have_a_captive_and_more_receptive_audience\" title=\"You literally have a captive (and more receptive) audience. \">You literally have a captive (and more receptive) audience. <\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/360leads.com\/blog\/navigating-lead-generation-marketing-strategies-during-covid-19\/#Research_tells_us_that_taking_the_risk_pays_off\" title=\"Research tells us that taking the risk pays off.\">Research tells us that taking the risk pays off.<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/360leads.com\/blog\/navigating-lead-generation-marketing-strategies-during-covid-19\/#Look_at_what_marketing_strategies_the_brand_leaders_are_doing\" title=\"Look at what marketing strategies the brand leaders are doing. \">Look at what marketing strategies the brand leaders are doing. <\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/360leads.com\/blog\/navigating-lead-generation-marketing-strategies-during-covid-19\/#Its_time_to_be_creative_and_lead_by_example\" title=\"It\u2019s time to be creative and lead by example.\">It\u2019s time to be creative and lead by example.<\/a><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"The_worst_thing_you_can_do_right_now_is_disappear\"><\/span><strong>The worst thing you can do right now is disappear. <\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>There is a saying in the industry: \u201c<a href=\"https:\/\/www.forbes.com\/sites\/bradadgate\/2019\/09\/05\/when-a-recession-comes-dont-stop-advertising\/#314975434608\" target=\"_blank\" rel=\"noopener noreferrer\">When times are good, you should advertise. When times are bad, you must advertise<\/a>.\u201d It\u2019s actually more expensive in the long run to leave and then try to regain your market presence. To really take advantage of the current situation, you need to speak when your competitors are silent.<\/p>\n<p>\u201cThe money you save by cutting lead generation budgets is actually pretty insignificant when you compare it to the profits lost in the long term,\u201d says Leigh-Ann Clarke, Vice President with marketing and communications consultancy <a href=\"http:\/\/www.cleversamurai.com\" target=\"_blank\" rel=\"noopener noreferrer\">Clever Samurai<\/a>.<\/p>\n<p>This theory is backed up by<a href=\"https:\/\/www.forbes.com\/sites\/bradadgate\/2019\/09\/05\/when-a-recession-comes-dont-stop-advertising\/#314975434608\" target=\"_blank\" rel=\"noopener noreferrer\"> Forbes<\/a> as well, who say that \u201cWhen marketers cut back on their ad spending, the brand loses its \u201cshare of mind\u201d with consumers, with the potential of losing current \u2013 and possibly future \u2013 sales. An increase in \u201cshare of voice\u201d typically leads to in an increase in \u201cshare of market.\u201d\u201d<\/p>\n<h2><span class=\"ez-toc-section\" id=\"You_literally_have_a_captive_and_more_receptive_audience\"><\/span><strong>You literally have a captive (and more receptive) audience. <\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><strong>\u00a0<\/strong>If there was ever a time for lead nurturing and acquisition, it\u2019s now. Most of us have found ourselves with extra time, working from home, online for the better part of the day, and, with social distancing being the new normal, longing for human connection and reassurance.<\/p>\n<p>There is an emotional receptivity that simply did not exist before. This is the time to build those relationships, because it\u2019s a proven fact that when customers feel inspired and confident, they are more likely to purchase.<\/p>\n<p>It\u2019s also an ideal time to examine all points of your sales funnel and marketing strategies (which companies like <a href=\"https:\/\/360leads.com\/\">360 Leads<sup>\u00ae<\/sup><\/a> can help you with). And if your client base includes any essential industries like healthcare or grocery stores, you should assume they\u2019re looking for anything that might make their jobs easier right now.<\/p>\n<p>\u201cBy making an effort to connect now instead of staying silent until things improve, you can make enough of an impact for them to choose you over a competitor,\u201d adds Clarke. \u201cAnd true connections beget more connections. For instance, a personal recommendation is even more prized than flashy advertising when customers are cost-conscious. Reaching out is how you will get those coveted online reviews, social media shares and word of mouth references.\u201d<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Research_tells_us_that_taking_the_risk_pays_off\"><\/span><strong>Research tells us that taking the risk pays off.<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>We might not have a collection of research on advertising in a global pandemic, but we do know that companies that invest in marketing during an economic crisis do better.<\/p>\n<p>McGraw-Hill Research\u2019s Laboratory of Advertising Performance studied the business performance of 600 industrial companies during the U.S. recession of 1981-1982. Those that maintained or increased their B2B <a href=\"http:\/\/www.cleversamurai.com\" target=\"_blank\" rel=\"noopener noreferrer\">marketing strategies<\/a> spending averaged significantly higher sales growth both during the recession, and for the following three years, than those that eliminated or decreased marketing.<\/p>\n<p>The study also found that those companies that were aggressive in their marketing strategies during the recession achieved a whopping 256% rise in sales over companies that chose to cut marketing spending.<\/p>\n<p>The American Business Press and Meldrum &amp; Fewsmith also have historically robust research on B2B advertisers in years of recession. In one study, they reported that \u201cThe findings of the six recession studies to date present formidable evidence that cutting advertising appropriations in times of economic downturns can result in both immediate and long-term negative effects on sales and profit levels.\u201d<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Look_at_what_marketing_strategies_the_brand_leaders_are_doing\"><\/span><strong>Look at what marketing strategies the brand leaders are doing. <\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><strong>\u00a0<\/strong>You may have noticed that some big brands have already released custom ads for the current pandemic conditions. You\u2019ll notice certain commonalities throughout all of them: they are highly relevant, subdued versus flashy, honestly and earnestly explaining what they are doing to better help their customers during this time. Many are also making the effort to thank the health care workers, while encouraging social distancing to prevent the spread.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Its_time_to_be_creative_and_lead_by_example\"><\/span><strong>It\u2019s time to be creative and lead by example.<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>If you haven\u2019t already, you\u2019ll want to share how your company has taken measures to prevent the spread of COVID-19, and ways that you have been supporting your community. This opens the door to ask how, specifically, you can help your current and potential leads.<\/p>\n<p>From webinars and interactive livestreams to downloadable eBooks and free trials, there are a plethora of \u201ccontact free\u201d and \u201csocial distancing friendly\u201d lead magnets to try. But remember: the last thing you want to be seen as is a company trying to capitalize off of a scary situation. Be available, be transparent, be relevant and most importantly, be empathetic.<\/p>\n<p>Remember, leaders rise in a time of crisis. In a time when there are plenty of voices of panic, you can be the voice of peace. When you\u2019re ready to get started with your sales lead generation marketing strategies, <a href=\"https:\/\/360leads.com\/contact-for-lead-generation\/\">we\u2019re here for you<\/a>.<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>These are strange, challenging times indeed for companies. Most are questioning their sales lead generation marketing strategies. No need to reiterate \u201cCOVID-19,\u201d as the major news media has that more than covered \u2013 so much so, in fact, that many of us have found ourselves needing to limit our exposure to it. As we all [&hellip;]<\/p>\n","protected":false},"author":3,"featured_media":3631,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"site-sidebar-layout":"default","site-content-layout":"default","ast-site-content-layout":"","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","theme-transparent-header-meta":"default","adv-header-id-meta":"","stick-header-meta":"default","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""}},"footnotes":""},"categories":[13],"tags":[20,93],"_links":{"self":[{"href":"https:\/\/360leads.com\/wp-json\/wp\/v2\/posts\/3455"}],"collection":[{"href":"https:\/\/360leads.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/360leads.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/360leads.com\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/360leads.com\/wp-json\/wp\/v2\/comments?post=3455"}],"version-history":[{"count":0,"href":"https:\/\/360leads.com\/wp-json\/wp\/v2\/posts\/3455\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/360leads.com\/wp-json\/wp\/v2\/media\/3631"}],"wp:attachment":[{"href":"https:\/\/360leads.com\/wp-json\/wp\/v2\/media?parent=3455"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/360leads.com\/wp-json\/wp\/v2\/categories?post=3455"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/360leads.com\/wp-json\/wp\/v2\/tags?post=3455"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}