As the world hunkers down and self-isolates, we’re all glued to digital means of communication and information-gleaning. While checking for the latest developments in the fight against coronavirus, remember that promotional products end-buyers are also looking for ways to continue serving their customers. Suppliers and distributors can use inbound marketing tactics to let customers know they can help.

Inbound marketing is the process of creating valuable digital content for your audience to consume on their own terms that can position you as a subject matter expert and thought leader, minus the hard sell.

Not surprisingly, spending habits have changed drastically in a matter of weeks. According to Suzy, a consumer insights platform, more than 70% of Americans are now “very concerned” about COVID-19, with top areas of worry being family health, personal health, job security, the economy and spreading the virus to others. That’s up from 47% just two weeks ago. Almost 60% believe the crisis will last for three months. Concerns are very primitive at the moment, and marketing must be sensitive to that.

In these strange times we’re living in, it’s more important than ever to position yourself as a calm, focused marketing partner who’s got your clients’ backs as they try to figure out their next business steps. As states implement restrictive health measures, communicate with customers about current business hours and any restrictions on turn times. Disseminate immediate logistics information, while also thinking more strategically about how to weather the situation alongside your clients, and form relationships with prospects along the way who will remember you when things settle down.

“We all have to stay in action,” says Erin Joy, founder and CEO of Black Dress Circle, a St. Louis-based business consulting and coaching firm for women. “Even though we don’t know exactly what’ll happen, executives and business leaders who stay engaged will drive creativity right now and will survive and stay on top.”

Offer useful information on social media.
Millions of people are spending even more time on social to keep up to date with virus news, but messaging needs to be intentional and sensitive in the face of this unprecedented situation. “It’s a great time to benefit from more traffic,” says Dave Farrow, CEO and founder of PR and marketing firm Darrow Communications in Buffalo. “But make sure it’s not tone-deaf. One company said they’re open and cleaning, and they were eviscerated on social because the government’s telling everyone to stay home, no matter what. That’ll lighten up over the next couple weeks.”

It’s acceptable – in fact, expected – to put coronavirus up front in social media marketing. “State it right off the bat,” says Farrow. “Say something like, ‘You’re stuck in the house, so take this online course or check out these product ideas to fight the boredom.’ ”

Keep it simple, says Nancy Trent, founder and CEO of PR and marketing firm Trent & Company, with locations in New York City and Los Angeles. Don’t ask them to think too far in the future or about complicated tactics and promo campaigns. “You have to be direct and relevant because people have limited bandwidth right now,” she says. “Some are barely putting one foot in front of the other. Don’t expect them to be creative. Come up with ways to be relevant, and give them easy answers. For example, they want to know how to protect themselves and stay clean. Offer facts-based posts that can help them.”

The promo industry was hit especially hard this month with all the event cancellations across multiple industries. Distributors are reeling and trying to keep their event organizer clients engaged. Leverage Facebook to create groups that cater to their concerns. “Pump out relevant information to them,” says Joy. “Write posts, create videos and interview people from that industry. The bottom line is you can create really compelling content right now to draw your audience in. Write blog posts with useful information and good SEO, use it as a lead magnet and pump it out across social media.”

Most importantly, just be a listening ear for your clients and prospects. “We’re all scared, because this is uncharted territory,” says Trent. “One person might be super positive, the next might be terrified. Listen and be compassionate, because these are wild and crazy times. Help to create community. If people didn’t have the time for you before, now they do. Determine what they want and need.”

Foster relationships with video.
Remote employees are all in the same boat right now, so don’t forgo videos to customers just because you don’t have a fancy sound studio. In fact, giving your audience an inside look at your home office and what makes it unique can endear you to them and help to build relationships.

And don’t worry too much about your kids and pets making an appearance. In a video that became super-popular about three years ago, an American political analysts’ BBC interview from his home office was interrupted by his adorable kids. With everyone working from home, it’s back in the news as a fond memory.

Looking forward to every journalist on cable news having their kids crash their interviews for the next month https://t.co/RydtU247zL

— Kevin Townsend (@kevinstownsend) March 13, 2020

Use what you have at hand, says Trent. Put on work clothes, be professional, think about what you’re going to say and make sure it’s valuable. Don’t have a fancy-pants workspace? Don’t worry; just take the time to straighten up your desk. Include some product samples if you have them, like Bjorn Rheborg, a regional manager for Top 40 supplier Gemline (asi/56070), did for a recent video to distributors.

“We’re going to find out what we have in common,” says Trent. “Use that to build community. Speak to them, be a resource. This is a wonderful time to build trust and relationships. Things are much deeper than just money and business right now. People need community and connection.”

You can also build engagement by hosting Facebook Live videos, which is a great way to gauge your audience’s hunger for different topics that you can turn into a video series. “During the livestream, offer valuable information and ask customers what else they want to see from you,” says Farrow. “You’ll have some trolls, but pay attention to the positive comments.”

Also consider creative, engaging webinars with relevant content that your audience can sign up for. “They want to hear from leadership,” says Joy. “Call them, listen to them, synthesize what you’re hearing and create content based on that.”

Send out the information to your contact list, and gather the email addresses during registration as warm leads for future marketing campaigns. Follow up with them after, particularly those who sent in questions during the webinar.

“See if anyone is receptive to working one on one with you using Zoom or Skype after it’s finished,” says Farrow. “Get something on the calendar.”

Particularly for event organizers whose plans got canceled and reschedules are uncertain, create community with videos. Invite other organizers for a virtual roundtable and invite customers to view it. “They’re looking for industry-specific information right now,” says Joy. “Use social media to connect with organizers and industry leaders and see if they’d be interested in joining you for a call. Then you can push the transcription across social and it becomes a lead magnet. Make sure the video has subtitles and captions because with people working from home with others, they might not be able to listen to it over their speakers.”

Hexa Custom (asi/60557), a Boulder, CO-based supplier that offers on-demand custom outerwear, is currently offering webinars that show clients how to use their customization platform and the impact their garments can have for brands. The company is a startup that launched just four months ago, so the business disruption has been especially scary.

“I’ve quickly realized that we’re an innovative, technologically advanced brand, committed to self-service virtual design and order submission founded on semi-automated production,” says general manager Sue Timbo. “Our business infrastructure naturally supports the challenges that customers are facing right now. With our factories back up and running in China, we’re here to [show] distributors…something new and innovative that will drive [clients’] brand recognition forward once the quarantines have lifted.”

Send appropriate, relevant emails.
Since the crisis began just a couple weeks ago, people’s inboxes have been barraged with “we’re here for you” emails from brands they haven’t heard from in months, maybe even years. That can diminish a brand’s image as recipients question the messages’ authenticity. Indeed, it’s been an ongoing shared joke across social media these past weeks.

> Delete email accounts
> Sell house, live in woods
> Find bottle in river
> Has note inside

"Our brand's COVID-19 response and pledge to our customers..."

— Joshua Self-QuaRayntine (@joshuaray) March 13, 2020

“This is an instructive moment for brands as they consider their go-forward posture on marketing, messaging and customer engagement,” Ryan Ku, head of strategy and brand innovation at San Francisco-based marketing agency Eleven, told Fast Company. “The takeaway for brands is to be helpful, relevant, informative, constructively distracting or authentically compassionate.”

Done with customers’ core concerns in mind – and not coming across as exploiting the situation for gain or just pushing out empty-sounding messages – this is an opportune time to build your email list. “Whether you’re a supplier or distributor, think about what your audience can do to weather this storm,” says Joy. “Once a week, send a very relevant email to them. This is a time to establish new relationships and deepen existing ones.”

This is still the “panic” stage though, says Farrow. Know that the emails you gather probably won’t all convert.

“Everybody’s holding onto their money and behaviors are very emotional, like hoarding toilet paper,” he says. “It might be a larger audience right now, but there are definitely more tire-kickers, those who aren’t going to buy. Ask yourself what’s acceptable right now in your industry and what people are looking for, give them free content for signing up and build your list that way.”

But the nature of the situation also means you may receive emotional responses to your emails. Field them as compassionately as possible, but don’t let them deter your efforts. “You can’t please everyone,” says Farrow. “And don’t encourage your clients to say, ‘We’re open for business, so come on over!’ You’re ignoring the situation and they’re supposed to be closed in many areas. That’s tone-deaf.”

In fact, says Joy, consider pulling all email marketing campaigns that are already scheduled and tweak the messaging and tone to avoid a brand misstep at this very volatile time.

It’s going to take a lot of brainpower and creativity, Joy adds, and she would know; she’s currently working towards a doctorate in the psychology of business, including how personal wellbeing drives success. Put structure into your day so you stay in action and keep serving clients at a high level.

“This is a marathon, not a sprint,” she says. “We’re going to be dealing with this for a long time. Develop a routine, build in breaks – especially a mid-day wellness break – because you need access to your cognitive abilities to make sure all of this happens. Lay back and take care of yourself.”