fbpx

CHASM Article Library

coronavirus marketing and advertising customer relations

How Brands Are Using Digital Marketing to Bolster Customer Relationships During Coronavirus

coronavirus marketing and advertising customer relations

Use digital marketing to strengthen customer relationships during COVID-19.

As coronavirus spreads across the U.S. and the world rapidly, brands and their audiences are swiftly adapting to a new reality. Both external and internal operations are being modified: prepared companies are activating their business continuity plans in employee-facing efforts and pivoting to new digital marketing strategies on the customer-facing front.

 

What successful steps are brands taking to meet their customers where they are now? And how might companies emerge from a widespread challenge like the coronavirus? 

 

Here’s what the landscape currently looks like: social distancing efforts to keep the coronavirus at bay are ramping up, and employees have turned their homes into offices and their laptops into conference rooms. 

 

Shopping aisle crowds have given way to online browsing; and weeknight dinners and weekend brunches have been replaced by take-out and delivery orders. 

 

Retail and branch closures marked the second half of March 2020. Companies are adapting and embracing digital transitions, if the virtual happy hours are any indication.

 

Needless to say, these are challenging and uncertain times for brand marketing efforts and business continuity. But with strategic, honest, and reassuring steps, brands can ensure that their values and missions are aligned with those of the customer, while making sure that their internal processes are well-oiled and ready to roll.

 

Communicating with Customers during Coronavirus: Honesty, Empathy, and Clarity

 

Most planned marketing strategies have halted as brands opt to reach customers where they are: online and looking for information. This is not a time to capitalize on a crisis; but, brands can still communicate with their customers about what they are doing to prioritize safety and well-being at all levels to help customers make the same choices they did before.

 

The U.S. Chamber of Commerce, following the guidance of the CDC’s recommendations for businesses and workers, has provided helpful messaging for what that communication can look like.

Credit: U.S.Chamber of Commerce Coronavirus Response Toolkit

For small businesses who still want to communicate with their customers and keep them informed, but without the resources or time to fine-tune their messaging, the Chamber of Commerce has also provided shareable infographics on its website.

Credit: U.S.Chamber of Commerce Coronavirus Response Toolkit

 

Each of the graphics has a “Preview” option pop up as the cursor hovers, and leads to an option to “Share/Download.”

 

Drafting a Business Continuity Plan

A business continuity plan is a system of prevention and recovery from potential threats to a company, per Investopedia. A business continuity plan outlines roles, responsibilities and processes that need to be put in place in the event of emergencies to ensure that business operations continue as robustly as possible for all workers. 

 

A survey of over 300 global companies conducted by Mercer in February highlighted some gaps companies needed to plug to ensure minimal disruption: 27.2% of those surveyed did not have a Business Continuity Plan in place and nearly 24% are developing one now. 

 

Investopedia summarizes the steps in creating a successful business continuity plan in clear and concise form:

 

Business Impact Analysis: Here, the business will identify functions and related resources that are time-sensitive. 

Recovery: In this portion, the business must identify and implement steps to recover critical business functions.

Organization: A continuity team must be created. This team will devise a plan to manage the disruption.

Training: The continuity team must be trained and tested. Members of the team should also complete exercises that go over the plan and strategies.

 

What does this look like during coronavirus?

Typically in a situation like the coronavirus crisis, companies issue directives to follow, such as work-from-home requirements, business travel considerations, upgrading and digitizing communication and collaboration, and keeping employees and clients informed of the steps the company is taking to weather emergencies.

 

One immediate step for brands to take for the employees and customers—if they choose to go ahead with an elaborate communications strategy—is to keep them well-informed. 

 

In the case of the coronavirus, that means keeping an eye on regular updates from the World Health Organization, the U.S. Center for Disease Control, local political leadership, and health experts.

 

Sweetgreen, the fast-casual salad chain, appears in a later example for laudable frontline efforts—but, through email marketing, it has also achieved the goal of keeping its customers informed about its practices in keeping with CDC guidelines.

 

Beyond addressing health and safety practices at its locations, Sweetgreen also lets customers know at the bottom of the email that there is “no evidence to support the transmission of COVID-19 through food” per the CDC—which lets customers know that it is safe to order from Sweetgreen.  And importantly, it lets them know that Sweetgreen is monitoring official health information and updates as a key part of its customer outreach. 

 

Risk assessment and analysis during coronavirus

 

All business continuity plans discuss contingencies. Once a company identifies, evaluates and analyzes all possible risks and threats to its business, it conducts an audit of next steps: how exposed each department in the company is to each of the threats, the likelihood of a threat to materialize, and procedures to follow in the event of a threat. 

 

Supremus Group, a consultancy focused on HIPAA, has put together several Risk Analysis templates that companies can guide their directives with. For a free option, the Department of Homeland Security has useful material with an easy-to-follow template, seen below:

Credit: U.S. Department of Homeland Security

 

In the case of coronavirus, some considerations include: paid sick leave, remote work and travel capabilities, office closures, health screenings for employees, and regulating how the office functions in terms of safety and cleanliness. 

 

Considering office and branch closures

Several brands, like Patagonia and Glossier, closed their locations in the U.S. and beyond by mid-March and in statements from the CEOs, explained their decisions and expressed their uncertainty in navigating an ongoing crisis— and determination to do right by customers and employees. 

 

As this Harvard Business Review article notes, these types of steps display critical empathy and humility “in the face of a force larger than all of us.” A letter from the CEO or Founder establishes this modicum of authority and trust between brand and customer.

 

Switching to remote work

A crucial step in re-adapting daily operations disrupted by coronavirus is making sure employees have resources to work remotely, like laptops, team collaboration tools, devices and VPNs. Setting up online communications channels, like Slack, Google Hangouts, Skype for Business (or Microsoft Teams), WebEx and Zoom, creates a seamless transition from in-office to remote communication.

 

Planning Ahead and Tracking Trends

Harvard Business Review recommends that brands track consumption and sentiment trends across their platforms, websites, social channels and e-commerce product pages to gain better insights that power their next steps. This type of tracking also helps detect opportunities and any “looming crisis.”

 

Brand Communications and Initiatives: Who’s Doing What?

As brands shelve their messages of marketing past, they are now reconsidering what messages are essential to relay to their customers. Most brands, at this time, know to tread carefully and to refrain from any marketing activity that could be seen as exploitative or as capitalizing on a crisis.

 

Some brands, like Square and LinkedIn, are rebranding some of their existing brand values to best fit their goals during the coronavirus crisis. Others, like Nike and Coca-Cola and many more, have set up donation funds to direct much-needed help to populations hit hard by coronavirus. Still more, like Sweetgreen and World Central Kitchen, focus on feeding frontline health workers—manifesting their original value proposition.

 

Read on to see how these brands and more are connecting with customers—and resonating with what’s on their minds.

 

Square: Boosting Local Business

 

Square helps sellers – from large retailers to local businesses and entrepreneurs— establish and grow their business. 

 

Thirty million small businesses operate in the U.S., and as customers remain housebound, small businesses are feeling the strain as they shutter brick-and-mortar locations. 

 

Square stepped in with its Give&Get Local marketing campaign to encourage customers to support their local businesses by purchasing gift cards, ordering online, and getting takeout. On the homepage, the customer uses a zip code to narrow down a list of small businesses in the area from which they can purchase gift cards. Square also filters all sellers by the nature of their business: like food and drink, healthcare, transport and so on.

Credit: Square Give & Get Local

Credit: Square Give & Get Local

Patagonia: Continuing to Save the Planet

Outdoor gear company Patagonia has made activism a core tenet of its brand and mission. It gives customers ample evidence—through its involvement in community grassroots efforts, climate change petitions, and sustainable practices— that it’s making good on its promises. 

 

Continuing in that vein around the coronavirus crisis, Patagonia revived its efforts around Patagonia Action Works, its activism wing, to encourage customers to devote some time during this crisis as volunteers to match their skills with vulnerable organizations in the climate, community, and biodiversity arenas.

 

Patagonia Action Works takes the user to their chosen city or Patagonia grantee, where they can filter by volunteer and skills needs and sign their name to all the petitions and causes Patagonia is focusing on. 

 

At a time when customers might be wondering how best to help those affected by the coronavirus, Patagonia has taken steps to ease the search with a ready database of causes.

Credit: PatagoniaActionWorks

Credit: PatagoniaActionWorks

 

Peloton: Staying home and staying fit 

People can no longer go to their gyms. 

 

Peloton, a fitness brand that makes in-home exercise its value proposition, stepped right in to fill the gap by offering new subscribers a 90-day free trial as opposed to a previous 30-day option. 

 

Considering most free trials expire in a month, this offer —which comes with several classes dedicated to strength, yoga, running, stretching, and cardio, and until recently, live studio options for all— is especially tempting for people who might not have considered Peloton as a viable fitness option before. 

Credit: Peloton App

Plus, the idea of the Peloton Community—the company often name-drops its trainers in its messaging, knowing that its subscribers will know who they are—is also appealing for people who still want to participate in group exercise from their homes. 

 

At a time when old subscribers and customers might be falling off, Peloton is making the bold move of tapping into a new subscriber base with its new offer. 

 

Sweetgreen: Staying healthy and putting frontline first

 

Sweetgreen, the fast-casual salad chain, pivoted to relevant digital marketing practices on all its fronts and let customers know how its practices would carry on, with regard to a) customers b) employees c) social responsibility.

 

Since early March, Sweetgreen’s typical marketing strategy has moved from highlighting new bowls or stories to strong delivery and takeout messaging. Sandwiched between these messages were emails candidly talking about branch closures, hand-washing practices, and transparency about wellness leave policies.

 

Credit: Sweetgreen                                                                                       

Sweetgreen, to much praise, also launched Impact Outpost Fund in partnership with World Central Kitchen to donate free Sweetgreen meals to hospital workers and medical personnel. 

Credit: Sweetgreen x World Central Kitchen

 

The double-whammy paid off for Sweetgreen: not only has it reassured its customers of the ways they can still eat Sweetgreen salads during an unprecedented time, but it has also reassured them that as a company, their mission to use food to heal and connect achieves their employee health and social responsibility goals. 

 

LinkedIn: Making learning resources free as a one-stop shop for all things economy and work

 

LinkedIn noted on a recent blog that searches for content on remote work grew by 2.6x from March 2018. As the world’s professional network, LinkedIn has programmed its feed to focus on three main things: bringing news and reports about the economy and workplaces for a dedicated coronavirus feed; bringing health and safety updates from experts, including the WHO and the CDC, and unlocking learning courses.

 

That last one falls in line with other brands, like Loom, making some of their services free to reach the most customers as the consequences of the coronavirus hamper the regular workday. 

 

LinkedIn unlocked 16 of its learning courses to make the transition easier; these include videos on working remotely, learning how to use tools like Zoom, ways to increase productivity and improve time management, as well as advice on how to balance well-being and productivity.

Loom: Making remote work easier and more accessible

 

Video-conferencing service Loom usage shot up in late February as more and more teams and organizations began working remotely. In a candid letter written by Loom CEO and founder Joe Thomas, he observed that Loom, if it kept its pricing unchanged, stood to make a profit as the global coronavirus crisis unfolded.

 

Calling it “obviously and unequivocally wrong” to pursue that model, Thomas noted that he’d follow the same path G Suite and Microsoft in terms of easing a transition from working in the office to the home by cutting the price of Loom Pro in half, extending all trials to 30 days from 14, and upgraded recording to unlimited on their free plan. 

 

Loom topped off its offer by making Loom Pro free for education: for all teachers and students from K-12, universities and other educational institutions. 

 

Thanks to these steps, Loom was able to maximize the value it added to its consumers’ lives: a product that helps those “who, for whatever reason, can’t be in the same room.”

 

IKEA: Positioning Products for the At-Home Customer

IKEA is a great example of how to position products and services in a completely unprecedented situation where large numbers of people are staying home. The landing page now reads “Home. The most important place in the world. We can help you make the most of your time together at home.” 

 

The customer navigates to a page with advice: how to construct a well-functioning home office, what toys and games to enjoy with your kids, how to get organized for spring—and all the IKEA offerings that can help them check off the list.

 

These are real-time considerations that stay-at-home workers, roommates and families are facing, and IKEA’s new messaging hits right at the heart of these conversations. 


Credit: IKEA

Merriam-Webster: Using Social Media to Keep People Occupied

The dictionary company has carved out a name for itself on social media platforms, especially Twitter, for giving language-lovers something new to chew on every day. It routinely publishes blogs about what lookups are surging and keeps up a wry patter with its audience. It also uses a Word of the Day feature as a consistent strategy to start discussion threads and push a daily social conversation, no matter what the world looks like on that particular day.

 

The coronavirus situation is no different. 

 

Since March 19, the Merriam Webster Twitter handle has started a thread listing several “beautiful, obscure, and often quite useless words.” 

 

While this is part of its typical digital marketing strategy, Merriam Webster caught on to the fact that its customers might be looking for a respite from constant news updates—and what better way to distract them than by gathering them en masse under a list of obscure and useless words?

 

Credit: Merriam-Webster Twitter                              Credit: Merriam-Webster Twitter

Nike and Coca-Cola: Leveraging Social Reach for Social Distancing

Footwear and sportswear giant Nike and soft-drink titan Coca-Cola both decided to use their considerable brand strength to emphasize social distancing by weaving in messages of unity and community. 

 

Nike has over 114 million followers across Instagram and Twitter, and Coke has nearly 4 million across the two platforms. Leveraging social reach is one way to deliver a message of reassurance and safety and bolster brand awareness. 

 

Nike debuted a star-studded #playinside #playfortheworld ad on all its platforms asking its followers to play for the world by playing inside. 

 

Sports stars including LeBron James, Carli Lloyd and Cristiano Ronaldo reposted the ad to their millions of followers with their signatures—an example of how the Nike brand can leverage its celebrity currency to push a social message.

 

Of course, customers want to see action, too. An Ace Metrix survey report from late March noted that 84% of over 2,400 customers think brands have a responsibility to help the general public in weathering the pandemic.

 

In that vein, the Coca-Cola Company donated $13.5 million in grants to nonprofits and had its plastic recycling wing partner with the nonprofit MakeIt to donate and transport plastic sheeting to make face shields for first-responders. 

 

And on April 7, the brand also made the significant decision to turn over its social channels to the organizations and nonprofits it was working with—both to keep its consumers informed and in what seems like a strategic move to shift from its usual lighthearted marketing tone.

Credit: Coca-Cola Twitter

#RaiseYourSpirits: Bacardi’s three-pronged marketing strategy

 

The spirits company Bacardi has moved its marketing strategy forward in three directions to help bars and bartenders who have lost business with its #RaiseYourSpirits initiative. Partnering with Deliveroo Editions, Bacardi is set to bring customers cocktails from 120 local bars and pubs in London and Manchester. 

 

The brand has also tapped into what has occupied a large share of marketing strategy in recent years: influencer marketing. Bacardi signed on bartenders to make YouTube tutorials with cocktail recipes for all its customers at home, and has also booked them for training events after the crisis passes. 

 

Finally, per Yahoo! Finance, Bacardi has also repurposed its factories for Bombay Sapphire gin and Dewar’s Blended Scotch Whisky into hand sanitizer production centers.

 

This approach of pivoting to need-of-the-hour products for frontline workers as well as refocusing priorities for customers at home is an ideal way to ensure that the brand aligns itself with positive messaging surrounding its response to the pandemic. 

 

World Central Kitchen and Washington Nationals: Feeding Solutions

 

In an example of brands working together to achieve a common goal with expanded abilities, chef Jose Andres’ nonprofit organization has joined hands with professional baseball team Washington Nationals. 

 

World Central Kitchen, a global nonprofit disaster relief organization focused on providing food to those hit by natural disasters and human rights violations, has partnered with the Washington Nationals to ferry food to communities in need.

 

World Central Kitchen and the Nationals are using an empty baseball stadium to increase their abilities to get prepared meals out to those in public housing and at-risk communities. They started with 1,000 meals a day and hope to expand to tens of thousands each day, per Eater.

 

This is not the first time World Central Kitchen has stepped up during the coronavirus crisis: as the quarantined Grand Princess cruise ship prepared to dock off the coast of California in early March, the nonprofit provided meals and prepared to-go lunches to disembarking passengers and crew who remained on the ship. 

 

The Heart of It

The coronavirus is a crisis no one saw coming. As the world fits into a new normal, brands, too, are reconfiguring what their place is in the changed lives of their customers. As Harvard Business Review concludes, what is important to keep in mind is that  both brands and customers will have to learn together with confidence and humility during these uncertain times—where leadership and goodwill are showing up in new, unexpected, and potentially lasting ways. 

Brand Strategy Marketing
computer keyboard with blue copywriting button on it

Write Rock Solid Copy in 7 Super Easy Steps

computer keyboard with blue copywriting button on it used when writing rock solid copy

What excites you about something you read on the internet? 

 

The copy. 

 

When I say ‘copy,’ I, of course, mean the copywriting that went into it. The words you read that urge you to act.

 

Copywriting is part art and part science, with a bit of experience and generalism mixed in. 

 

In some ways it’s a lot like being a lawyer, just more fun…

 

As a lawyer, I can say that.

 

Anyway…

 

As we mention on our copywriting services page, copywriting is the act of writing words designed to further a brand’s awareness and persuade a particular group of people to take action. Copy is usually written in a manner that is both artful and concise, and uses a tone that aligns with the brand being promoted.

 

Let’s think about this for a moment because it’s easy to confuse what copywriting is with what it is not.

 

Copywriting is the act of writing words designed to further a brand’s awareness and persuade a particular group of people. Copywriting has a specific purpose: it must be designed to engage a particular group of people. It’s not writing to write, it’s writing to raise awareness, engage, convert, and eventually sell specific products or services to particular groups of people. 

 

How does one write rock solid copy? 

 

Writing rock solid copy isn’t difficult, it just takes a bit of practice, dedication to the craft, and, most importantly, the ability to play with words.

 

profile of user persona graphic used when writing rock solid copy

1. Know your audience

 

Knowing your audience is the most important and easiest way for you to write rock solid copy. Without knowing their audiences, not even the best writers can write copy that’s effective. 

 

Effective copy is engaging and high-converting.

 

Effective copy sells. It’s that simple.

 

It’s written in a way to maximize interactions with customers and increase the likelihood of selling them a product or service. 

 

The only way copy will be effective enough is if it’s personalized to a specific group of people. And to accomplish this level of personalization, you’ve got to know your audience. 

 

 

2. Understand your audience

 

Knowing who your audience isn’t enough. To truly engage, convert, and sell your audience, you’ve got to understand its members.

 

What makes them tick? 

 

What do they want and why?

 

What do they need and why?

 

What are their priorities and why?

 

Understanding your audience opens up a world of opportunities. 

 

Knowing your audience makes sure that you’re targeting the right group of people. It would be a waste of both your time and money if your messaging fell on deaf ears because you weren’t targeting the right group.

 

Understanding your audience helps you ensure that your messaging is well-received by your audience. Once you truly understand your audience, you can craft copy that is both impactful and compelling… copy that sells.

 

Conversions aren’t hard to get.

 

Writing compelling copy that speaks to your audience’s wants and needs is where the struggle comes in.

 

People want to buy stuff. It doesn’t matter what business you’re in, whether it’s B2C or B2B, or if you’re in some abstract business in the middle of nowhere. 

 

People like spending money. Spending money gives us a sense of power and, for most, this brings them joy. 

 

If they don’t buy your goods or services, they’ll buy your competitors’ instead. 

 

It’s not a matter of ‘if’ they’ll need what you’re offering, it’s a matter of ‘when’ they’ll need it and if you’ll be pushing the right messaging before then.

 

 

3. Connect with your audience

 

Once you know and understand your audience, you’ll be able to connect with it in a way that each of its members think you’re speaking to them individually. 

 

Have you ever felt that way? Have you ever heard someone speak to the masses, maybe on a podcast or at an event, and think ‘wow, that person’s talking to me!’

 

It seems a bit hokey if you’re unfamiliar with copywriting and its purposes, but that’s the goal.

 

Every customer is special.

 

Every customer is unique. 

 

Every customer needs to perceive an individualized interpretation of the copy you craft in order for the copy to be effective. 

 

Connecting with your audience is easy. 

 

Honestly, it is…

 

You might be thinking…

 

Well, why do people struggle to connect with their audience if it’s so easy?

 

The answer is simple…

 

You might not like it. 

 

You don’t have to like it.

 

But it’s true…

 

People struggle to connect with their audience so frequently because they’re lazy. They don’t want to put the time in and research their audience, know their audience, and understand their audience. 

 

They want to jump from zero to two without achieving one.

 

In other words, they want to skip the necessary steps that lay the foundation used to connect with their audience. 

 

How can copywriters reasonably expect to connect with a group of people they know nothing about? 

 

They can’t…

 

There’s no way around putting in the work necessary to know and understand your audience. Put in the work and you’ll be able to connect with your audience pretty easily.

 

 

4. Know your keywords

 

Connecting with your audience is only part of the equation. Knowing your keywords is critical because in order to sell something, you must know what you’re selling. 

 

Too often, marketers will try to sell something without using the right keywords and their messaging won’t resonate. 

 

You might be wondering how you’ll know which keywords to use.

 

If you are, that’s great…

 

I’ll be posting on that soon in another post.

 

The important takeaway, here, is knowing what keywords work for both what you’re selling and your audience is critical. 

 

If you’d like to discuss keywords for a specific campaign you’re working on, you can request a free business evaluation report and one of our experts will be happy to provide some insight.

 

social media icons over desktop computer used when writing rock solid copy

5. Know and understand your platforms

 

Knowing, understanding, and connecting with your audience, and knowing your keywords, is useless if you don’t know your platform. 

 

Where will you be posting your messaging and connecting with your audience?

 

Are you using Facebook?

 

Maybe LinkedIn?

 

Or how about Instagram? 

 

Maybe you’re using Google Ads and linking them to a funnel on your website?

 

The platform you use isn’t the focus of this post, that’ll be in another post on its own. 

 

The focus here is knowing and understanding the platform you choose. 

 

What exactly does this mean?

 

Well, what platform will you use and why? Why are you using Facebook or LinkedIn over Instagram, or any other combination of platforms over the others? Why?

 

What is it about the platforms you choose that will enable you to better reach and connect with your audience?

 

Are you choosing different platforms based on where your personas are? If so, how’d you come to this conclusion?

 

You need to thoroughly understand why you’re choosing to use certain platforms over others and how they can directly impact your ROI. 

 

Are you using funnels? We like funnels and think they’re great, but they need to make sense. 

 

There’s a time and place for each platform, you just need to pick the right time and place when engaging in your marketing efforts.

 

It’s not about being a naturally great marketer.

 

It’s not about being talented or gifted.

 

It’s not about knowing something other people don’t know. 

 

It’s about putting in the hard work when nobody is looking.

 

It’s that simple. 

 

Focus on truly understanding the platforms you choose to increase the likelihood of a positive ROI from your efforts.

 

 

6. Trimming the fat

 

Copywriting is an artform that incorporates a bit of science. This causes a lot of confusion, especially for newer writers.

 

The issue often lies in balancing the subjective with the objective. 

 

What needs to be present and what doesn’t need to be present are two completely different things, but they’re often mistaken as being the same by newer writers and writers who haven’t put in the work.

 

You need to understand that copywriting isn’t writing for the fun of it…

 

As I mentioned above, copywriting is the act of writing words designed to further a brand’s awareness and persuade a particular group of people to take action.

 

Copywriting is purpose-driven. it’s that simple.

 

If your writing doesn’t have a purpose other than making you, the copywriter, happy, you’re writing is useless. Become a creative writer and you’ll achieve more.

 

There’s nothing wrong with creative writers. In fact, I’m a creative writer by training and copywriting relies on a great deal of creativity and generalism, both of which are required to successfully write creatively. 

 

The point here is that you must write with purpose and ensure that everything you include in your messaging supports your cause.

 

So, what does this mean for your writing?

 

The answer, which is in the title of this section, is trim the fat.

 

Too often, copywriters become attached to their writing even when it’s garbage. 

 

Don’t be offended, most writing is trash. 

 

The key to developing solid copywriting is knowing what to cut or keep and why.

 

Solid copy is purpose-driven, engaging, and concise. 

 

Excess words are non-existent in rock solid copy. 

 

 

7. Track and learn

 

No copywriter is perfect. This is especially the case with the rate at which the marketing landscape is changing. 

 

No writer writes gold the first time. In fact, no writer writes gold the first few times.

 

All writing requires refinement over time. 

 

You should consistently refine what you think is necessary and track your conversion rates using different analytics software (more on this in another post). 

 

New content and campaigns provide new opportunities to improve.

 

people at desk graphic of people writing rock solid copy

Looking to take your copywriting to the next level? Whether you want to better understand how you can improve your copywriting and write rock solid copy yourself or you want an agency with highly qualified experts to do the legwork for you, request your free business evaluation report today

 

This service is 100% obligation-free and will provide you with easy-to-implement strategies and recommendations personalized to your business. 

 

Don’t miss your opportunity to succeed today.

 

Don’t forget to Like us on Facebook and follow us on LinkedIn and Twitter.

 

Copywriting & Scriptwriting Marketing
webpage technology with hands

Time to Revamp Your Website? Quickly Convert More

website design illustration

How many websites have you visited? You’ve likely visited thousands. 

 

Every time you search Google, you see a link that looks promising and click it in hopes of finding what you need, when you need it. 

 

How you interpret the information on the site is, in part, based on how credible you perceive the site to be. 

 

How you perceive the site is, in part, based on its design and functionality. 

 

It doesn’t matter if the information on the site is written by one of the foremost experts on the subject matter, you still judge the site based on its design and functionality. 

 

As web surfers, we’ve become accustomed to high-quality websites with rich functionalities. 

 

Most of the time, our only limitations are the ones we impose on ourselves. 

 

What makes your web surfing experiences different from those of your customers?

 

Nothing…

 

We’ve all become accustomed to high-quality websites with rich functionalities and judge the sites we visit based on a baseline of what we consider to be a high-quality site. 

 

If your site looks like it’s from the 1990s, you’re likely to come off as unsophisticated. This can lead to the inaccurate conclusion that you’re unable to assist your customers with their business’ needs. 

 

It’s not good for your reputation or sales.

 

Your website is everything, especially in an age where everything is moving to the internet. 

 

If you don’t have a website, you better create one. 

 

If you have a website, it better be good.

 

website preview graphic
So, exactly what do customers look for in a website? What is it about the user experience that can add that much value to your customers when searching for information?

 

First, you need to consider what people are used to seeing. As I’ve mentioned above, your customers are used to visiting high-quality websites just like you are. They’ve become accustomed to what is ‘normal’ for the times and anything that falls below this norm shocks them.

 

Second, consider why your customers are visiting your website. Are they trying to better understand your business and how it can help them or are they searching for information on a specific service that you offer? 

 

Third, you need to understand the purpose of your website and each of its pages. What function does your website serve and how does it add value to your business? Knowing the answer to this question is the only way that you can accurately determine whether your website adds value to your customers. 

 

Fourth, what actions do you want people to take on your website? Do you want them to complete a form or click on a call-to-action button for a free guide? What is it that you want your visitors to do?

 

And fifth, considering your answers to each of the four preceding questions, how will your customers interact with your website and what impression are you looking to leave on them?

 

Why is this all important? 

 

As I’ve said, your user experience is everything.

 

Did you know that, according to Toptal, 88% of users are less likely to return to a website after a bad user experience?

 

88%!

 

Think about that for a second. You only get one chance, one opportunity to provide a good user experience or you’ve pretty much lost that customer forever. 

 

That’s insane, but that’s the internet. 

 

As I’ve said, user experience is everything. 

 

It gets even worse…

 

Bluespace states that “13% of customers will tell 15 or more people about their bad experiences.

 

But, the good news is that “72% will tell 6 or more people about good experiences.”

 

Although it’s not proportional, it’s safe to conclude that good user experiences have exponentially positive impacts on your business while bad user experiences have the complete opposite. 

 

By now you might have determined that it’s time to give your site a makeover. If so, don’t worry. Your site is one of many that needs a few tweaks. 

 

Thankfully, it’s easier to spruce up your site than you might think. 

 

First, take a less is more approach and focus on adding white space. “White space makes your content more legible while also enabling the user to focus on the elements surrounding the text.”

 

Second, separate your CTAs. Placing your CTAs side-by-side or stacked on top of each other can be confusing and reduce your conversion rates, according to Crazy Egg.

 

Third, make your site interactive, says SEMRush. “Making your site interactive makes your users more likely to browse your site for additional articles and to keep coming back.”

 

Fourth, optimize your site for mobile browsing. According to Oberlo, 63% of U.S. organic searches occur on mobile devices

 

image graphic of data

(source)

 

With these four changes, you can seriously transform your site. However, there’s one more HUGE change that you should consistently work toward improving: your page speed. 

 

The speed at which your website loads is critical to your user experience. Users are accustomed to websites loading instantly. Every second your customers sit around waiting for your website to load results in a huge decline in your user experience.

 

It also costs you a ton of money as well. 

 

According to Google, “the probability of bounce increases 32% as page load time goes from 1 second to 3 seconds.”

 

That last statistic comes directly from Google, the search engine that averages 40,000 searches per second.

 

And check this out…

 

According to Gigaspaces, “10 years ago, Amazon found that every 100ms of latency cost them 1% in sales. Google found an extra .5 seconds in search page generation time dropped traffic by 20%.”

 

Those numbers are staggering.

 

So, what is one to do?

 

The answer, of course, is work on your page speed. 

 

How do you work on your page speed? 

 

First, optimize your images using an image compression software. A few solid image compression softwares we like are CompressJPG and CompressPNG.

 

Second, compress any PDF files attached to your site. We like ShrinkPDF, which is a part of the CompressJPG and CompressPNG family.

 

Third, focus on optimizing any videos on your site or embed them using a popular hosting platform such as YouTube, Vimeo, or Wistia

 

And fourth, optimize and HTML, CSS, and JavaScript files on your site. This requires some technical skills and isn’t recommended if you don’t know what you’re doing. 

 

Once you’ve optimized the speed of your site along with each of the optimization areas above, you’ll begin to notice a huge difference in the traffic on your site. 

 

You can check your page speeds by using Google’s page speed testing tool.

 

people at desk graphic

 

If you’d like to learn more about how to optimize your website and make the most of your digital real estate, request a free business evaluation report and one of our experts will send you some suggestions. This service is 100% obligation-free. 

Marketing Web Design & Prototyping
remote workers on teleconference

Why Remote Work Should Become the New Norm

working remotely via teleconference

Working in an office currently means you’re exposing yourself to the Coronavirus (COVID-19). 

 

Many states have ordered businesses to close their physical locations, leading to many businesses operating remotely.

 

Remote work is great. 

 

It helps reduce stress.

 

Think about it, it’s an opportunity to be productive and add value to society without having to commute. Your time is your time and it’s not spent serving your employer. 

 

It also lets creative people be more creative. 

 

Let me ask you this.

 

When’s the last time you reached your peak creativity while confined in an office?

 

If you’re a marketer, you’re creative by nature.You’re likely stimulated by colors and other visuals, many of which aren’t present in offices. 

 

If you’re a business owner or executive playing marketer, you likely sit at a boring desk with drab colored walls around you. Or, even worse, the ever-popular eggshell white that comes standard with almost every new lease.

 

Creativity comes and goes, but requires consistent inspiration. 

 

Working from an office is not inspiring. It might be inspiring at times, but remote work is the future. 

 

One of the key benefits of remote work is that it enables you to work in different environments that inspire you.

 

People often think remote work provides opportunities for employees working remotely to slack off. While this is true, you shouldn’t have those people on your team if you can’t trust them.

 

Working remotely gives you the freedom to work in different environments, each of which may be more appealing than your desk. 

 

It helps you break a rigid structure that you must impose upon yourself each day in an effort to show up to the office each day. 

 

Consider this…

 

Showing up to the office each day requires a lot more than a simple commute each way.

 

Being present requires you to wake up earlier in the morning, become fully attentive, and arrive on time. It also requires you to arrive home later than your work day, removing some personal time from your schedule. 

 

Even more time is eaten up when you consider all the events you forego out of fear of not making it to work the next day.

 

We’ve all heard “I have work tomorrow” once or twice and thought “what a bummer.”

 

But larger businesses are catching on.

 

They’re starting to realize what employees want and what marketers need.

 

According to FlexJobs, 90% of employees have said that flexible work arrangements would make them happier. 

And according to Buffer, 99% of people interviewed said they’d like to work remotely.

99% of people want to work remotely.

 

Think about it, why would businesses return to purely on-site operations after letting employees experience remote work due to the Coronavirus?

 

It makes no sense. 

 

Although Buffer’s data shows that 40% of people want to work remotely to benefit from a more flexible schedule, marketers can use such work to their advantage.

Working remotely gives you the freedom and power to explore.

 

It allows you to focus on what’s important to you while helping your organization reach its goals. 

 

It can also help you feel more engaged at work. Currently, 87% of workers feel unengaged at work. Is there any wonder why? 

 

Working in an office is boring. 

 

Sure, not every job is as glamorous as marketing and other creative professions, but even non-creatives are sapped of their energy and creativity. 

 

Most employees check out so frequently at work that they have about three hours of productive work daily.

 

That’s not even half a shift. That’s insane.

 

With all this being said, the question is how will businesses move forward?

 

Well, many have rushed to telecommuting out of necessity.

 

They quickly went against their long standing traditions of in-office work and have started using apps like Zoom, Slack, Skype, and Microsoft Teams to communicate. 

 

The internet is littered with screenshots of smiling workers on these apps and businesses are operating just fine. 

 

Sure, they’ve experienced a decrease in business, but that’s more because of the Coronavirus pandemic state of the world and not because their employees are slacking. 

 

Workers, especially marketers, need to work in spaces that inspire them. 

 

They need to do what’s necessary for them to cultivate their creativity so that it can be used to consistently benefit the needs of their organizations. 

 

There’s no wonder why Forbes predicts that 50% of the U.S. workforce will soon be remote.

 

Moving forward, businesses will begin to embrace working remotely. 

 

They’ll likely allow workers to engage in remote work a couple of days a week.

 

Gallup’s 2020 research suggests this is most effective.

We’ll see this shift and it’ll gradually take over the way work is approached on a global level. 

 

Coronavirus might have been the eye-opener businesses needed to begin embracing a remote culture. 

 

There’s nothing good about the virus, but hopefully businesses will be able to derive valuable lessons from their experiences during the pandemic.

 

What do you think?

 

Do you think working remotely boosts productivity and will businesses begin adopting remote work models once the Coronavirus has been contained? 

 

Let us know your thoughts in the comments below. 

 

Stay safe. Stay creative.

 

Marketing
One hundred dollar bill with mask on covid-19

Overcome Coronavirus (COVID-19) with Premium Marketing Services

One hundred dollar bill with mask on covid-19

We at CHASM understand that the Coronavirus (COVID-19) has taken its toll on businesses.

Businesses are struggling now more than ever.

Whether you operate a brick-and-mortar shop or an online retail outlet, you’ve likely been hit hard by the virus.

This is to be expected.

With 225 million people currently under stay-at-home orders throughout the United States, fewer people are willing or able to make purchases.

After all, it’s a pandemic.

It’s not something that happens often.

But it’s here and it hurts.

That’s why we’ve decided to offer both our current and new clients installment plans on any services offered by us.

Additionally, we’re making your first installment for you.

We’re committed to seeing you and your business succeed.

And if you’re looking to raise awareness around the Coronavirus for social good, we’ll help you with any of our services for FREE.

We’re committed to helping the world overcome the Coronavirus.

Learn more about our Coronavirus efforts or request your free business evaluation report and consultation today.

Marketing CHASM News
man speaking at a conference

Small Business Expo Rescheduled

man speaking at a conference

UPDATE: Small Business Expo rescheduled to later in the year because of the Coronavirus.

We regret to inform you that the Small Business Expo, which CHASM was scheduled to exhibit at in Miami, FL and Orlando, FL later this month have been rescheduled due to the Coronavirus.

We thank everyone who planned on visiting our booth in either Miami or Orlando

We’ll keep you informed with the dates on which the expos will occur and exactly where our new booths will be situated.

We are preparing several awesome giveaways and a presentation for each expo.

In the meantime, feel free to request your 100% obligation free business evaluation report and consultation today.

We’re committed to helping you and your business succeed. Please let us know how we can help in the comments below and our team will be in touch.

CHASM News