Companies should deliver value to consumers and create a roadmap for the future through the health crisis.
This article states how B2B businesses could better manage paid media during the pandemic to continue to deliver value while also building a pipeline for the future. The author recommends reviewing existing marketing plans and campaigns to evaluate whether they fit the current context.
Marketers should identify and address tone-deaf copies that could be perceived as insensitive in the current situation. Holding back on content which includes handshakes, high-fives, and crowds is recommended.
Brands should exclude topics like “Health” on Google to prevent their content from appearing next to COVID-19 topics, and causing offense inadvertently. B2B companies can leverage paid media tools like Search Ads 360 to monitor brand search volume, conversion rate, and year-over-year trends.
[3 minute read]