Most of us are experiencing a quarantine and working from home. If you're a small business owner, everything about how you operate has changed. And if you own a non-essential business, you've probably had to shut your doors at the moment. Now you're wondering, what to do with your marketing? How to keep in touch with customers? How to find and sell to prospects? What about advertising? What types of messages to create? What are the things to think about and do right now? What are the priorities? In this video, I discuss your marketing playbook during the quarantine, and more specifically: 1. How to stay top of mind with customers and prospects 2. Understanding what your audience is going through and how their needs have changed 3. What you should be doing right now in terms of marketing and communication TO SEE A PRESENTATION OF THIS DECK https://youtu.be/Y_hNboabMEU FOR TRAINING → The next training starts on May 12th, 2020, visit https://apply.bizhack.com/?source=alexdc CONTACT ME: → Visit https://bowman.blue CONNECT WITH ME ON: Facebook: https://www.facebook.com/alexdc Instagram: https://www.instagram.com/alex_dc Website: https://bowman.blue/

1. Alex de Carvalho
Bowman Blue
alex@bowman.blue
Force Majeure: Marketing
During Pandemics

2. www.bowman.blue
§ MBA from INSEAD
§ 20+ years in digital marketing
§ Co-founded SmartFocus Email Marketing in 1998
§ Worldwide Social Media Lead, IBM
§ Regional Director, Constant Contact
§ SayWhat: Hearing Aids (Widex-Sivantos)
§ Adjunct Professor
§ University of Miami, Social Media (2007 - 2011)
§ Florida International University
§ First Knight Foundation Innovator in Residence
§ Dean’s Advisory Board, School of Communication + Journalism
§ Miami-Dade College & MDC IdeaCenter (continuing ed)
§ Startups and community associations
§ Co-founder, RefreshMiami 2006
§ Founder, Social Media Club South Florida 2008
§ Digital Media Assembly
§ Marketing and tech events
§ Social Media Day South Florida
§ BarCamp Miami
§ Ignite Miami
Background & Highlights
§ Honorary Consul of
Finland, South Florida

3. www.bowman.blue
Bonus: Every Covid-19 Commercial is Exactly the Same:
https://youtu.be/vM3J9jDoaTA

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7. Credit: Hugh MacLeod, Gapingvoid

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1. Be prepared to pivot as a business
2. Stay top of mind for customers & prospects
3. Buyer Personas & Buyer’s Journey: The Power of Storytelling
4. Work on your digital to-do lists & backbuner items
5. How do you make a difference in your community?
Summary

9. www.bowman.blue
• Non-profits and charities
• Health and medical
• Business management
• Finance
• Beauty and personal care
• On-demand media
• Greetings, gifts, and flowers
https://www.wordstream.com/blog/ws/2020/03/18/covid-19-google-ads-data
• Real estate
• Home improvement
• Home furniture
• Automotive
• Retail
• Jobs and education
• Legal services
• Travel and tourism
• Bars and restaurants
• Live entertainment
• Conferences
• Sports and fitness
• Building and construction
• Industrial and
manufacturing
*Based on a sample of 15,759 US-based WordStream client accounts in all verticals
who were advertising on Google’s Search throughout 2020 thus far.
The Good, The Bad, & The Ugly

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1. Be prepared to pivot as a business
2. Stay top of mind for customers & prospects
§ Be Calm and Don’t Panic: No Knee-Jerk Reactions
Summary

12. Markets are relationships.
Relationships are conversations.
Conversations are stories.

13. ... Are you listening?
What are people discussing?
Who’s doing the talking?
Is the content accurate?
What are they passionate about?
Can you identify relationships and
communities?
Are they meeting up online or in Zoom?

14. www.bowman.blue
1. Be prepared to pivot as a business
2. Stay top of mind for customers & prospects
§ Be Calm and Don’t Panic: No Knee-Jerk Reactions
§ Don’t go dark! Adjust marketing campaigns and budgets
§ Adjust non-essential activities and announcements
§ Unique circumstances = special offer
Summary

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16. www.bowman.blue
1. Be prepared to pivot as a business
2. Stay top of mind for customers & prospects
§ Be Calm and Don’t Panic: No Knee-Jerk Reactions
§ Don’t go dark! Adjust marketing campaigns and budgets
§ Adjust non-essential activities and announcements
§ Unique circumstances = special offer
3. Buyer Personas & Buyer’s Journey: The Power of Storytelling
Summary

17. www.bowman.blue
Digital Marketing in a Nutshell
What the
buyer
wants
What
you want
You need to be here…
…and relevant
§ You need to help buyers:
• Discover relevant content that
addresses their needs;
• Learn how you can help with their
needs;
• Try or experience your offerings that
solve their needs; and
• Buy your offerings in a frictionless way.
Content is the fuel that powers
the buyer experience

18. We have segmented customers into six personas who guide
our design, marketing and content decisions

21. Bruniquel Cave, France
175,600 years ago

22. Stories connect the dots …

27. Joseph Campbell

28. www.bowman.blue
1. Be prepared to pivot as a business
2. Stay top of mind for customers & prospects
§ Be Calm and Don’t Panic: No Knee-Jerk Reactions
§ Don’t go dark! Adjust marketing campaigns and budgets
§ Adjust non-essential activities and announcements
§ Unique circumstances = special offer
3. Buyer Personas & Buyer’s Journey: The Power of Storytelling
4. Work on your digital to-do lists & backburner items
§ Connect on social media
§ Be found online & SEO
§ PPC / Google Ads
§ Google My Business, Online reviews
§ User Experience / Customer experience design
§ Content Marketing
§ Email marketing
Summary

29. www.bowman.blue
Your content and digital marketing should:
§ Attract and engage the target buyer
§ Convert a target buyer from a visitor to a prospect
§ Advance the prospect to the next step of the buying journey allowing them to:
• Learn with each engagement
• Progress at their own pace
• Build relationships with you

30. • Buyers may engage with
multiple types of content at
any given moment and in
any order
• Content works as linked
parts of a flexible ecosystem
• Each content asset in the
ecosystem connects to
another, to drive our buyer
through the funnel
LinkedIn
Post
Blog
post
YouTube
video
Online
Hearing
Test
Gated
paper
Infographic
Try
Buy
Discover
Learn
Boosted
Facebook
post
Social Media
Performance
Media
Search
Focused on getting buyers to the right content through engaging
experiences that incite them to action
Quiz or
Test

31. What information does the buyer persona require at each
stage of the buyer’s journey?
What does the overall buyer’s journey look like?
Where does each Buyer Persona start in the funnel?
Buyer Persona Information Needs

32. Which Personas are ready to engage or to purchase?
What are your narrative objectives at each stage of the
buyer’s journey?
What are your calls to action and offers?
Buyer’s Journey

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36. Content and marketing efforts are carried out to support
each step of the buyer’s journey, for each persona

37. Content blueprint

38. Content calendar for all channels
S M T W T F S
1 2 Tips for
Spring
• Newsletter
• Facebook
• Twitter
• LinkedIn
3 4 5
6 7 Motivation
Monday
• Facebook
• Pinterest
8 9 10 11 New
Product
• Newsletter
• Facebook
• Twitter
12
13 14 Motivation
Monday
• Facebook
• Pinterest
15 16 Staff Pics
• Facebook
• Instagram
• Newsletter
17 18 19
20 21 Motivation
Monday
• Facebook
• Pinterest
22 23 24 Event
Photos
• Facebook
• Twitter
25 26
27 28 Motivation
Monday
• Facebook
• Pinterest
29 Sale
• Newsletter
• Facebook
• Twitter
30 Newsletter
• Email
• Facebook
• Twitter
regular newsletter
blog post
theme days
multimedia
news/promotions

39. www.bowman.blue
1. Be prepared to pivot as a business
2. Stay top of mind for customers & prospects
§ Be Calm and Don’t Panic: No Knee-Jerk Reactions
§ Don’t go dark! Adjust marketing campaigns and budgets
§ Adjust non-essential activities and announcements
§ Unique circumstances = special offer
3. Buyer Personas & Buyer’s Journey: The Power of Storytelling
4. Work on your digital to-do lists
§ Connect on social media
§ Be found online & SEO
§ PPC
§ Google My Business, Online reviews
§ User Experience / Customer experience design
§ Content Marketing
§ Email marketing
5. How do you make a difference in your community?
Summary

40. Although we are living in an
increasingly globalized world, it is local
communities rather than nations that
are becoming more important
Chris Clark,
British Telecom
Chief Executive

41. How do
YOU
make a difference
in your community?

42. www.bowman.blue
1. Be prepared to pivot as a business
2. Stay top of mind for customers & prospects
3. Buyer Personas & Buyer’s Journey: The Power of Storytelling
4. Work on your digital to-do lists & backburner items
5. How do you make a difference in your community?
Summary

43. Alex de Carvalho
Bowman Blue
alex@bowman.blue
Force Majeure: Marketing
During Pandemics