{"id":494,"date":"2020-10-07T01:44:59","date_gmt":"2020-10-07T01:44:59","guid":{"rendered":"https:\/\/abrahamgeifman.com\/?p=401"},"modified":"2020-10-07T01:44:59","modified_gmt":"2020-10-07T01:44:59","slug":"como-enfrentar-el-marketing-post-covid-19-sin-presupuesto","status":"publish","type":"post","link":"https:\/\/abrahamgeifman.com\/en\/como-enfrentar-el-marketing-post-covid-19-sin-presupuesto\/","title":{"rendered":"How to Approach Post-COVID-19 Marketing Without a Budget"},"content":{"rendered":"

The market will not be the same once we return to normal working and consumption patterns. The \u201cnew normal,\u201d or \u201cpost-COVID\u201d era, has implications for changes in habits, behaviors, and customs, as well as for the resources companies will have available to invest in demand generation and business positioning.<\/p>\n

Many readers who currently work within marketing organizations will experience reductions or complete elimination of their budgets, at least for the remainder of this calendar year. In the future, recruiting new talent will place greater emphasis on the ability to \u201cdo more with less.\u201d<\/p>\n

This leads to my proposal of seven initial ideas for executing zero-budget marketing initiatives, which I hope can contribute in some way to addressing this unusual situation:<\/p>\n

    \n
  1. Micro-Influencers<\/li>\n<\/ol>\n

    One of the best ways to amplify the reach of our content is by using influencers. Many companies used to pay celebrities, opinion leaders, and influencers for one or more posts tagging the product or mentioning their digital channels. There are also ways to identify \u201cmicro-influencers\u201d\u2014people with smaller followings but considerable influence on social media\u2014who may voluntarily amplify our content and generate a greater impact for us.<\/p>\n

      \n
    1. New Content Strategies<\/li>\n<\/ol>\n

      In My Previous Contribution: https:\/\/www.merca20.com\/estrategia-de-contenidos-en-tiempos-del-covid-19\/<\/a><\/p>\n

      I mentioned the importance of rethinking our digital-content strategies in light of our current circumstances and the empathy they require. In zero-budget situations, however, this becomes a priority. This is an important opportunity for organic content, and I recommend making the most of it.<\/p>\n

        \n
      1. Partnerships \/ Co-Marketing<\/li>\n<\/ol>\n

        Co-marketing, or partnerships between complementary products, is not new. Today, however, it represents an excellent zero- or low-cost opportunity. It involves connecting complementary products through organic content, product bundling, promotions, or distribution channels.<\/p>\n

          \n
        1. More SEO and Less SEM<\/li>\n<\/ol>\n

          I have mentioned on several occasions that SEO\u2014Search Engine Optimization\u2014is one of the best investments we can make in our digital assets. I often see businesses choose the easier path of paid search positioning, but now is the time to improve the organic ranking of our websites. It is not necessarily free, but it can be done gradually and at a very low cost.<\/p>\n

            \n
          1. Reviving Email Marketing<\/li>\n<\/ol>\n

            There is nothing better than owning our audiences, and customer and prospect databases allow us to benefit from them more effectively. Email marketing offers many possibilities, provided that we increase personalization, and this can begin with free platforms<\/p>\n

            6. New Organic Communication Channels<\/p>\n

            Who said our social media advertising must run on the leading platforms? Hundreds of social channels exist, and together they can provide meaningful reach for our digital communications with relatively little effort.<\/p>\n

              \n
            1. Social Selling<\/li>\n<\/ol>\n

              Finally, Social Selling offers a way to replace certain marketing or advertising efforts with one-to-one actions by eliminating cold prospecting and focusing on direct contact. Several low-cost platforms make it possible to identify decision-makers and approach them directly.<\/p>\n

               <\/p>\n

              And this is only the beginning. More concerns will emerge regarding the management of zero-budget initiatives, and the ability to adapt, tolerate frustration, and move toward no-cost tactics, organic actions, and partnerships will become a key differentiator among professionals.<\/p>","protected":false},"excerpt":{"rendered":"

              El mercado no ser\u00e1 el mismo una vez que volvamos a una normalidad laboral y de consumo. El \u201cnew normal\u201d o la era \u201cPost-Covid\u201d tiene implicaciones, tanto en los cambios de h\u00e1bitos, usos y costumbres, como en los recursos que tendr\u00e1n las empresas para invertir en la generaci\u00f3n de demanda y posicionar sus negocios. Varios […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-494","post","type-post","status-publish","format-standard","hentry","category-uncategorized"],"_links":{"self":[{"href":"https:\/\/abrahamgeifman.com\/en\/wp-json\/wp\/v2\/posts\/494","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/abrahamgeifman.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/abrahamgeifman.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/abrahamgeifman.com\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/abrahamgeifman.com\/en\/wp-json\/wp\/v2\/comments?post=494"}],"version-history":[{"count":0,"href":"https:\/\/abrahamgeifman.com\/en\/wp-json\/wp\/v2\/posts\/494\/revisions"}],"wp:attachment":[{"href":"https:\/\/abrahamgeifman.com\/en\/wp-json\/wp\/v2\/media?parent=494"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/abrahamgeifman.com\/en\/wp-json\/wp\/v2\/categories?post=494"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/abrahamgeifman.com\/en\/wp-json\/wp\/v2\/tags?post=494"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}