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44. Marketing in a Crisis

How do you market your business in a crisis?

This week’s episode is an interview with Lewis Kemp, CEO of Lightbulb Media, a digital marketing agency. In a time of crisis, there’s an open debate on exactly how we adapt our businesses and marketing to match the situation.

Lewis and Alice discuss how businesses can approach the tricky business of marketing during a crisis, also discussing:

(1:25) Intro

(3:14) Approach to content, including consistency and tone of voice, video content and how it has become more popular

(7:42) Putting the work into content now to get the benefit later, the sales funnel, how to adapt your sales techniques

(12:34) How businesses are adapting to the situation and becoming more visible through their reaction to the virus, versus businesses that have increased a negative reputation through their reactions

(15:28) How we can all contribute in terms of knowledge, connections and networks and content, remaining visible rather than disappearing

(16:37) Recommendations for content marketing, keeping the value of what you provide when it is accessible

(19:49) The importance of networking and sharing information, how this can help with relatability in marketing, how LinkedIn has become more humanised and the conversations that arise

(28:45) Different types of posts you can do, how it can humanise you and give a different perspective to prospective connections

(25:48) The freedom that comes with producing more content at a time when other people are stepping back, how producing more content can make your content better as time passes, creating a stronger network even across different industries

(37:39) Finding the balance regarding promotion on social media in the current climate, including keeping the value and honesty

(40:53) Asking for help

(46:55) Closing comments

Lewis’ LinkedIn:

Lightbulb Media:

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