🔊 A checklist for businesses during the coronavirus crisis

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Plus, why the vocabulary around “lean” and “agile” needs to change.

Mar 20, 2020

Good morning marketers, keep hanging in there.

During the coronavirus, pretty much nothing is business as usual. Businesses are taking it day-by-day as demand crawls to a halt while would-be customers hunker down for the foreseeable future. Before you worry about exhausting all your efforts to keep “business as usual,” there are several steps you should be taking now to ensure your customers can get answers when they’re looking online. Here’s a quick rundown:

Update local listings – Update your Google My Business listings to highlight any operational changes. Do the same thing with any listings in other directories, like Bing Places, Yelp, TripAdvisor, and all your social profiles (Facebook, Instagram, Twitter, etc.).

Update your business site – Make use of FAQ sections or even dedicated pages to easily direct people to information about your current operations or any new changes they should be aware of. Goal: Keep them up-to-date and make it effortless for customers to stay informed.

Updates for e-comm retailers – Make sure your available stock is up-to-date. Closely monitor and update the product schema on your product pages and in your feeds to indicate availability. Make use of Google’s new schema properties for virtual, postponed, and canceled events.

Updates for event managers – Set the eventStatus markup property to EventCancelled or EventPostponed on their pages. For events that have moved from in-person to online, use VirtualLocation as the location type and set the eventAttendanceMode to OnlineEventAttendanceMode.

This whole thing right now? It’s a lot, but we’re here for each other. Keep pushing through and remember to breathe. There’s a Mindful Moment to help you below, along with news on how Snapchat is building a digital resource center for mental health during the time of crisis.

Taylor Peterson,
Deputy Editor

Soapbox

Our vocabulary needs to change

“Lean” and “agile” are not just words that venture-funded software companies need to embrace. The entire vocabulary for the engagement needs to change.

Every campaign and creative idea needs to allow for testing and iteration.

Ad operations need to be nimble and turnaround times fast.

Every process must be built with the understanding that everything could be upended tomorrow.

Agencies need to avoid over-complication and process for its own sake. They need to become flexible and solution-oriented. Martech should be deployed based on client budget and needs. They should avoid becoming indispensable to their clients or building in complexity only to create high switching costs. This can often go against the instincts of many traditional agencies, but is really the only way to go.

– Kris Belau is the VP of digital marketing at Firewood

Mindful Moment

We’ll be sharing daily mindfulness exercises to help us all take some time to decompress. If you have a suggestion, please email me at [email protected].

Is there anything more soothing than the sound of waves gently crashing? Today’s mindfulness suggestion was sent in by Josh Carter, paid marketing manager at UK-based professional development training firm STL. Take a moment to close your eyes and “Do nothing for 2 minutes” while listening to the ocean waves: Do Nothing For 2 Minutes.

How to adapt your marketing in the consumer privacy era

The rules of marketing continue to change – especially in light of data measures like the CCPA and Apple ITP. Consumers now expect privacy-oriented marketing from all brands. Fail to adjust to their privacy preferences, and you’ll undoubtedly see a negative impact on your bottom line. This eBook from BlueConic outlines what your organization must do today to thrive in the increasingly data-conscious, constantly evolving marketing landscape.

Read more! »

Social Shorts

Snapchat’s Here For You

Snapchat fast-tracks new app feature in light of coronavirus. In February, Snapchat originally announced the upcoming launch of Here For You, a new dashboard in the app that shows resources related to mental health – including anxiety, depression, stress, suicidal thoughts, grief, and bullying. The plan was to roll out Here For You in early April, but given the current pandemic climate, Snapchat fast-tracked the release and launched the new feature yesterday.

Next week, Snapchat said it will be adding a dedicated ‘coronavirus’ section to Here For You to provide Snapchatters with access to information from credible sources, like the Ad Council, World Health Organization, the CDC, Crisis Text Line, NHS and other partners creating content related to the crisis.

Why we care. Here’s the thing: this isn’t something that marketers can take advantage of. Rather, it’s a prime learning example of how a brand like Snapchat is building products and content that brings value to its core audience (Millennials and Gen Z) without expecting a monetary return. With Millennials becoming a core focus of coronavirus outreach, Snapchat’s move to bring more trustworthy and factual information to its massive audience is proof that small gestures during times like these can go a long way to build trust in the long run.

"What should I look for in a call analytics solution?"

There’s nothing like curling up with a good book — or good Marketing Intelligence Report — when you’re stuck inside. MarTech Today’s Enterprise Call Analytics Platforms guide is an insightful and informative read that will help you understand the current landscape of call analytics platforms and what trends you should watch for.

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