Kim Arnold (one of Farillio's fave gurus – especially on marketing) crams so much value, wisdom and humour into this video interview.
Prepare to be uplifted, comforted, inspired and perhaps even 'unleashed' onto your customers in a different way – potties, pyjama bottoms, online puppy training and all.
You'll have to watch the footage to find out how all those stories play out, but we couldn't recommend Kim's guidance and insights to you more.
Communications, behaviour, and tone of voice... how to get it right in Covid-19 world?
Kim's a key expert to pay attention to.
For almost all of us, successful sales and marketing is critical to our abilities to re-stabilise our businesses and pick up the pieces caused by Covid-19, get the revenue back in, keep jobs in situ and once again pay our rent.
However, for many of us, we can't sell the way we've been used to and our customers may not be at all interested in or persuaded by our usual marketing methods.
Our usual customers may have dramatically narrowed to a small few and, for some of us, they may have disappeared or changed altogether.
We're having to re-evaluate our business models and look for different opportunities that probably weren't part of the plan when 2020 started.
Here's what Kim told us about what she's advising and seeing when it comes to businesses making good choices about whether they should be marketing to their customers at all right now...
...and, if so:
- Who the right customers are for them during this period
- What they're offering these customers
- How our behaviours (including our tone of voice and ways of communicating) may be changing.
What are the right channels for marketing a business in a Covid-19 world?
We asked Kim where she's seeing businesses succeed and whether those succeeding are doing anything fundamentally different to what they did before? Are they using different channels or methods to reach customers? Have customer attention and buying habits changed? What patterns or trends are emerging?
How important is the timing of our marketing communications right now?
Is there a wrong or right time for marketing right now? Kim had some really helpful insights on on this question.
How much marketing should be we doing?
How much vs how little marketing is best right now?
Lots of people have told us they're anxious that they need to keep publishing content so that they can be front of mind. Tons of us are turning to social media and learning whole new skillsets that we've never used previously so we can 'be online' – only to realise with sinking hearts that online is a crowded place, it takes time to belong and to become part of a community that eventually will be willing to hear your sales pitch, there are some strange etiquettes to learn, and actually, sometimes, it's not as friendly as we'd hoped!
So we asked Kim for her advice here. She had some hugely valuable views on this question, including whether quality trumps quantity in our communications, the value of long-form vs short-form pieces, and even what makes for really good marketing communication – might it be something other than content? She says: sometimes, yes, and explains what else we could be doing, cost-effectively, and more impactfully, than agonising over blog copy or how to post a tweet.
Which tools should we be using to market our businesses?
Are there any 'must-haves' or newbies to consider?
Kim had some clear answers and recommendations in response to this question.
As someone who's made email newsletters a fine art and highly memorable things of wit and wisdom, we weren't surprised to hear her advocate emails again; these continue to be the most highly effective and yet still under-rated form of marketing communication, even now, she says.
Her discoveries of new tools and helpful solutions and recommendations will be especially interesting to anyone doing video and webinar work right now.
Being you – true to your brand, your values and, most importantly, yourself
We've learned many things from Kim over the years that we've known her and she's been one of our experts from the outset. You can find her guidance and other videos in our marketing segment on Farillio and they're packed with pragmatism and helpfulness. What she's taught us most especially in these times, is that it's fine to be, as she puts it, 'a bit scrappy' and less polished, to experiment a bit and most of all, to be human and yourself.
It is the connections we're forging now, the insights into each other's lives, what we look like in our PJs with our offspring's cereal stuck in our hair, when we have our frozen Zoom-face on, how we handle things not quite going to plan, but muddling through together anyway, these are the things that we will remember, fondly, with a smile, and with purpose. No blog or tweet or email can really achieve that with anywhere near the same impact. We will remember each other; creating, sharing, continuing to make those memories together are possibly the most powerful marketing tools of all.