Sales Strategies

5 Changes in Digital Marketing Strategy during the Coronavirus Pandemic

While no one knows what the post-coronavirus reality will look like for marketers, one thing is certain: In an environment where physical interaction is expected to be reduced for an extended period, digital channels are now more important than ever.

Learning from the country’s most severely affected by the pandemic so far, online channels will play an increasingly crucial role as more people are required to seclude themselves at home. In Italy, where the overwhelming number of cases has necessitated a complete lockdown, Internet traffic has been on the rise. During the early stages of the response to the coronavirus, Internet traffic in Italy increased by between 8% and 20%. Once the government ordered quarantines across the country in mid-March, online traffic soared 30 percent above regular levels.


This is where marketers can make a difference. When it comes to providing consumers with personalized, relevant and current information online, marketing technologies will play a key role. The same applies to responding with empathy to a new set of needs and constraints imposed on consumers.

Brands and companies are rushing to change their marketing strategies to meet business objectives in this new environment. To help marketers make the right decisions, we offer the following 5 Changes to the Digital Marketing Strategy during the Coronavirus pandemic:

1.      Redefine your business goals

An altered landscape requires a deep reassessment in terms of marketing strategy and overall business goals. Marketers can use their work-from-home time to reflect on their brand purpose and define a new set of messages.

Start you’re brainstorming process with questions like: What do your customers expect from you at a time like this? What do they need to hear? Can you make life easier for them by offering longer pay and return periods? Does your brand satisfy a critical need in these uncertain times?

If so, make your critical contribution the central focus of your messages. If not, will your brand need to redistribute marketing budgets and redirect consumers from physical stores to online stores? So updating your marketing plan and budget allocations is the next step. The funds needed could come, for example, from events, which 41% of US B2B marketers planned to increase in 2020 before the virus spread.

2.      Save messages for critical communications

Before sending a coronavirus-related email to your entire database, remember: you are communicating in a highly message-overloaded environment right now. Consumers are overloaded with messages from their employees, doctors, mayors, governors, and schools. They have to install new apps that allow them to work and study at home, so make sure your message counts, and use targeting to your advantage during this time.

Canceling an event, product launch, or service offering? Do you have critical information about product inventory or delivery times? A new policy to aid COVID-19 relief; Of course, a message to all affected consumers will be justified. However, silence is golden when it comes to addressing the pandemic by email right now. It is not a marketing trend or a must have, although many companies are joining.

In that sense, carry out a thorough audit to control the frequency of your regular marketing automation. How much is too much? How often do your clients want to hear from you in a time of crisis? Crossing the line can annoy customers who have to deal with massive disruptions at a rapid pace, perhaps even souring your brand reputation for life. Let them come to you, making sure that consumers can easily find answers to your questions (see 4. Reception)

3.      Use Omni channel to your advantage

Redefine your company’s goals and help identify the strengths of your brand’s Omni channel offering. All brands with physical stores are having their hands tied by the current state of mandatory government closings of their stores and have to redirect their customers’ traffic to their online stores. Even before these closures, US shopping malls were already suffering, with 40 percent of consumers avoiding them, so marketers had some time to respond.

Make sure that marketing automation – including geo-fenced triggers – no longer sends push notifications for visits to physical stores. Instead, create campaigns to reward online purchases, for example by doubling reward points on digital purchases or creating discounts and BOGO offers. Do you have the key data to identify your most loyal customers outside the network? If so, how can you specifically convert them into online customers?

While people wait at home for the situation to be resolved, a little personal recognition goes a long way. Using consumer data from profiles on your customer data platforms (CDP), offer personalized experiences across channels and devices. Although the actual shopping experience is difficult to replicate online, individualized product recommendations created with AI engines and delivered at scale or special offers will make your message stand out from the rest.

4.      Put your inbound marketing to the test

Considering the expected increase in online traffic, are you prepared for more consumers to proactively find your business? Or come indirectly through the magic of SEO and SEM? Take the guesswork out of testing all of your inbound marketing strategies – including websites, chatbots, resources, videos, how-to content, brochures, and more. For a wide range of search journeys;

Has your geographic marketing been updated to redirect localized searches to your online store instead of physical locations? Do your stories and video blogs offer answers and strategies to the current questions? And what about voice search?

Bearing in mind the above, keep in mind that it is a good time to update the frequently asked questions on your website, which also benefits your positioning in voice search, with new information regarding COVID-19 and the current one; Discontinuation of the sale in physical stores. Use data from web sessions and customer service centers (see 5. Data) to see what your consumers need specifically at this time;

5.      Analyze and measure everything

In this reality disrupted by COVID-19, new search patterns and trends will emerge almost daily. That’s why data analysis and reporting are more crucial than ever. Knowing which pages your consumers visit and what kind of searches they perform will help you fine-tune your marketing message on the fly (see 1.) and deliver relevant content that resonates.

Ask yourself questions like: Who are your most valuable offline customers and how can you push them towards online conversion? What emails and messages are creating the most engagement right now and can you create more? Do you have locally relevant information for consumers who live in a specific area? Can you identify nurses, doctors, cashiers, police, firefighters and others who keep critical services running while everyone isolates them, and maybe you want to send them a coupon or a token of gratitude?

For us at Selligent Marketing Cloud, having actionable data about consumers is key;

In times like these, it’s about harnessing that power and combining it with smart ideas for specific campaigns based on real-time data. While you’re at it, maybe it would be a good time to make sure you’re up to date when it comes to complying with CCPA, GDPR, and other data privacy regulations (you can always visit our Data Privacy and Security Center).


The coronavirus pandemic is causing alarming levels of uncertainty and frustration for everyone. But marketers are already responding with empathy and creativity. As theaters in the United States close their doors to the public, major movie studios are making the switch from releasing current blockbusters directly to streaming platforms. Live streaming of events and concerts is also underway and new marketing and advertising models will emerge in the process.

On the bright side, we collectively face this crisis in a world that is more digitally connected than ever. Can you imagine how the COVID-19 pandemic would have developed in 1995, when the Internet was in its infancy and critical information traveled much more slowly?

Today we have the tools to understand what consumers need right now and respond with personal relevance on an unprecedented scale. This will be key, as long as consumers physically distance themselves but remain digitally connected, perhaps closer than ever.

In the coming days and weeks we will provide more useful content around the coronavirus (COVID-19) and digital marketing. Also be sure to read our explanation on how Selligent Marketing Cloud is supporting efficient digital communications amid the fallout from COVID-19.

Sales Techniques

Ask to Sell

Often the outcome of the sale is concentrated in a few minutes of conversation, so if you want to sell something we should first try to attract the attention of our party and steal his real interests and needs. In fact, when you interact with another person must first understand who you are in front, enter his world and only then can we bring our ideas and make them accept.

The only way we know the reality of another individual in such a short time is to ask him intelligent questions. Avoid then, the long monologues and opt for a conversation “active” participant in making the other party.

The best way to implement this strategy is to impose time limits. For example, impose not to speak for more than 60 seconds without making sure the other person is a participant in the conversation.
But how can you verify the participation of the potential buyer? Simple with the use of questions. ‘S use of questions in the sales process is critical, because the way in which a question arises has the ability to influence the response expressed by the customer. In fact, the question can be formulated to elicit information on ‘buyer or to rational or emotional effects arise sull’interlocutore. During the early stages of the conversation you should ask questions that show facts and general information, not to embarrass the other party, to create a rapport and dialogue, and then you can ask deeper questions that require answers more complex and engaging.
Questions can be divided into:

Open Questions

Such applications allow callers to speak freely, so thanks to them we can use to acquire information, uncover needs and motivations of ‘party.
Open questions generally have the following characteristics:

  • Can not be answered with a yes or no
  • They begin with: when, what, how, why, where.
  • Require a response
  • Promote dialogue
  • They build a rapport
Closed Questions

Closed questions have the opposite characteristics to the open questions. Closed questions unlike those just discussed limiting the dialogue because they require answers brief and concise. It best to avoid such questions only in specific cases.
Generally, closed questions are used to:

  • Obtain feedback during a dialogue
  • Obtain specific information from the client
Clarifying questions

Clarifying questions are used to verify the exact understanding of what the client says and to show the buyer to have implemented its requirements. This type of question is reformulated with different words, more clearly or more concisely, the concept expressed by the customer. Clarifying questions also allow you to follow in improving the customer rapport. A good question can be enlightening: “If I understand correctly, you mean ….”
Generally are used for clarifying questions:

  • Express the concept in your own words and get approval from the other person
  • Clarify certain definitions used in the interview
  • Clarify what you mean the other person with words like “never” or “always”
Applications for Development

Applications for development encourage the person to process what he just said or stated. Such questions are usually placed immediately after a question of clarification. In fact, after having obtained confirmation that you understand the customer needs, through the use of a new application, you can make some marginal elements to offer customers a different point of view. Generally, applications for development are used for:

  • Far develop what has been said
  • Get More Info
  • Begin to steal any customer feedback regarding our proposal
Directional Questions

Used as an alternative to applications development, applications directional damage to our conversation in the right direction. Once you have identified the needs and desires of the buyer these types of questions help us to channel the discourse in a particular direction. It ‘s important not to use the directional questions to try to manipulate or control your partner, because this kind of attitude could undermine the rapport (a situation of mutual trust) has arisen and reduce the chances of closing the sale.
Generally, directional questions are used to:

  • Move the box into a new perspective
  • Invite the other person to participate in an exchange of information
  • Remedy a closed question made earlier
Applications for Review

Requests for review require open and frank opinion.

Such questions are extremely useful because it ensures that the customer is following the speech, also asking for an opinion from the person you show interest, appreciation and respect for others’ opinions. With   these questions and reinforces the feeling you can carry on a conversation. Applications for review are generally used for:

  • The views of the customer
  • Show appreciation and respect for his ideas
  • Sharing ideas and feelings
  • Extend the dialogue
Asked who report to third parties

With this type of question refers to a situation similar to that of our potential customer. In practice, it refers to the client that his situation is similar to that of a third person with whom we worked. The introduction of a third person in our speech will bring the party to a favorable response. Although completely irrelevant in the speech dealt with, this third person will be acknowledged by our client as a “reference” for our business.
The report claims that a third party is generally used for:

  • Introducing a third person in the speech
  • Validate the reasons given by the interlocutor
  • Increasing the confidence of the interlocutor to us
  • Show face and the solutions to the problems discussed

The ‘intelligent use of questions encourages the other person to open up, to talk with you and to show the real feelings about the subject in question. Only through dialogue will have the chance to establish a rapport and build a solid business relationship with your client?


Marketing Strategies

Marketing strategies to negotiate with the big boys.

Here are some simple tips for sellers who aim high and dealing with large customers. For some of these 10 points can be granted, but I assure you that they are not at all and even today, too often, sellers are improvised, in which the major negotiations, pointing only to the sale of the completely uninterested customers’ needs.

1. Let the deal go ahead. Very few major talks end after one meeting or one phone call. Decide in advance what action you want taken and alternatives to offer to clients to ensure that the negotiations continue.

2. The traditional sales strategies do not work. It’s a big mistake to think of selling to using old marketing strategies such as: wills prefer red or green. Perhaps your sale will end without results. In addition, you risk that if the customer has a bad day you’re rushing out of his office.

3. Few or no questions. The large and small sales often revolve around problems and needs of the buyer. You will need several questions to understand what the customer needs, analyze them and provide appropriate solutions. Prepare in advance the possible question we ask your customer.

4. Put your finger in the wound. Learn as much as possible about the client’s problems trying to find out what the consequences are and have been resolved. To do this, ask questions order to focus attention on time, on production, sales, quality, or gain that is being lost because of the way in which the client is working today.

5. Let your customer to buy and limit yourself to ask questions that include a solution, let me explain to the customer how your product or service can help meet their needs. For example: What are the benefits to your business if you could reduce the cost of this 10%?

6. Do you offer benefits, not features? Be characteristic only when the customer tells you clearly that there are rules to follow or characteristics that the product should have. Remember; let the customer to make the sale.

7. Make sure that the people you talk to become your representatives. The most important sales involve more people, and sales are made at times when “important people” are not present. Through questions we must try to pick who the company is able to influence the choices and what are their needs. These are the individuals to introduce our products (who decides) the ideal solution for the company.

8. Present properly. The correct way to present something is to be told by the customer all its frustrations and needs and then decides how to resolve this situation. If you follow these two steps, is sufficient to show how your product or service solves the problem for a closed almost automatic.

9. Do not close immediately. When we reached the conclusion instead of closing the sale, use three steps: a) Make sure you meet the main needs of the customer. b) Provide a summary of the solutions offered. c) Close the sale or schedule a meeting with someone who has decision-making power.

10. Practice. Sharpen your skills and your new marketing strategies to small clients. Do you practice in negotiations with major customers that are waiting to find your weaknesses and do not want to deal with beginners. When you are ready, confident and certain you can deal with them.