How to effectively market in a pandemic

From where to spend your budget to what social media channels to focus on, Touchpoints Marketing owner Victoria Prince (pictured), who has launched a new Marketing MOT to help firms look at more effective ways of promoting their business, answers the top questions facing companies.

Does marketing really offer value for money with budgets getting tighter? Is it a luxury rather than a necessity? Carried out right, marketing can

be one of your biggest assets during a recession. I’ve seen clients’ businesses grow 10-fold through correct marketing, but it isn’t a one size fits all approach – it’s about what works for each individual business. A robust marketing plan lays out

who the company is targeting, what value a product or service adds to the customer, and understands the best way to get that message to them at the right time. Without this information, you’re

simply adopting a “spray and pray” attitude, which would almost certainly cost more in the long run, spending money on advertising that isn’t hitting the mark and missing vital opportunities.

My business has had to temporarily close due to the lockdown. How can I make the most of when I do reopen and make sure my customers return?


1. Carry out an audit of your current activity and determine what’s working for you across all platforms, from your newsletter and website to social media channels and PR. Then only focus on your top performers.

2. Determine the signature product or service that will bring in the highest return for promoting. You can’t promote everything at once or your message will get lost.

3. Create an emotional selling point by highlighting the emotional connection and added value the product or service brings.

4. Simplify the process by creating marketing automations or even outsourcing to save time and money.

My first tip is to communicate as much information about the date you’ll be reopening and what you expect customers to do. For example, should they book? When should they wear face masks? What do they do if they feel unwell before they visit you? What will look different when you reopen? How are you keeping staff and customers safe? Secondly, use all your marketing

channels to get a consistent message out at the same time. When you send these messages out

Neuways joins Cyber Resilience Centre advisory group

IT security firm Neuways has joined a group of businesses that will help steer cyber security strategies in the East Midlands. The Derby managed service provider is a member of the Cyber

Resilience Centre for the East Midlands new advisory group. Representatives from a variety of industries meet regularly to discuss the

current cyber threat landscape, share best safeguarding practice and recommend ways the centre can work with the region’s businesses, police forces and local authorities to stay cyber safe. Neuways managing director Martin Roberts said: “Reaching as many

businesses as possible with the message that cyber security is the biggest danger to their success is critical. It’s great for the East Midlands to have the centre running and fully operational, as the Covid-19 pandemic has seen businesses across not only the region, but the entire country, become even more vulnerable to the increased amount of criminals operating cyber- attacks. Our aim at Neuways is to continue to support businesses and help them protect themselves as they navigate these uncertain times.”

20 business network December 2020/January 2021

via social media, to your email database, on your website and in any local press, then the consistency of words and imagery will help the message to be stronger. Finally, keep pushing this

message out as your customers may not see it the first time, or it might not “land” at the right time for them to take note. Make sure your business is

visible. With many people working from home, the use of digital channels is even more important.

Neuways offices

What can I do to make the most out of my digital presence, and which social media platforms are best for my business? Now more than ever, your digital presence is crucial in raising your profile and brand reputation as the world goes virtual and we see a rise in online engagement. Which method works for you depends on your business, and it’s always important to identify a clear strategy and have a targeted approach. Take the time to carry out a

social media audit, look through your channels and see where you’ve received the most engagement. Using Google Analytics, you can track sales from specific posts. Look for which posts are working

and which aren’t. Then simply do more of what’s working. Make sure your calls to action are clear and you highlight customer testimonials for social proof. Social media content should

always be a mixture of posts to sell, inform and explain so make sure that you provide a variety of content and post regularly.

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