Financial marketing strategy for the COVID-19 Outbreak
Despite the current uncertain situation with the COVID-19 pandemic, you need to consider your financial marketing strategy. While this is a complex time with many factors to consider regarding the operations of your firm, these three areas should be top priority:
Financial Marketing Strategy One: Internal
First, you need to assure your employees you are safeguarding them while they do their job. Inform your staff of the precautions and policies you have in place to comply with COVID-19 stipulations. For example, you can send them e-bulletins detailing the government recommendations and mandates. Then, outline and post policies regarding expected staff behavior for compliance and how you are handling “work at home” orders. These actions will demonstrate the responsibility and concern you have for your employees and their families.
Financial Marketing Strategy Two: Information
While internal focuses on your staff, the next action concerns your clients. With so many of them facing layoffs or businesses shutdowns, they need a trusted resource to turn to for information. Determine what data can you provide to help clients through the crisis. This info could be shared in e-bulletins or a page on your website with links to the information they need.
Financial Marketing StrategyThree: Awareness
Finally, you need to keep the awareness of your brand going as part of your financial marketing strategy. If you don’t, you run the risk of clients and prospects thinking you have closed or losing market penetration to competitors. These are the areas to promote in your awareness campaign during these challenging times time.
Operations – how are you performing your services
Protection – how are you safeguarding your staff and clients
Marketing – remind them that you are operating and the benefits you offer.
The Results of Financial Marketing Strategy
COVID-19 has created a situation few of us have ever experienced. However, most of us have faced difficult conditions from economic slowdowns to the 911 attack. In times like these, being proactive in the three areas show your caring, responsibility, and commitment to your firm, family, clients, and community.
About the Author
Paul Kowalski (or Pappy as he is called around the office) spent over two decades working at other agencies before opening Conach Marketing Group in 2008. The early part of his career was working with Fortune 500 clients at different agencies. However, working with smaller clients was his preference. This choice was because of the impact on a client’s business growth and forming closer, personal relationships.
When he was creating Conach, his goal was to bring those Fortune 500 strategies along with years of B2B marketing experience to small business marketing clients. As a result of focusing on business to business marketing, Conach specializes in construction marketing, financial marketing, and industrial marketing. Even though we are in Mid-Michigan, Conach provides marketing services to clients across the country.