Ronn TorossianRonn Torossian

As governments worldwide step up policies to protect citizens from the impacts of the spread of the coronavirus (COVID-19), businesses have numerous ways to adapt to avert the adverse economic effects of nationwide self-isolation.

Here are some ways companies can adapt to the changing times:

Adopt webinars

With large portions of customers having more time—thanks to national-wide self-isolation—companies should include webinars in their marketing strategies. As more customers rely on digital sources, companies should offer comprehensive webinars that answer queries on their product offerings. With 91 percent of B2B professionals preferring webinars to other content formats, security companies can reach key decision-makers. Adoption of webinars can have long-term benefits because some companies may choose to improve their security as lockdowns are initiated. Apart from reaching decision-makers, the implementation of a webinar-based strategy introduces benefits for B2C and B2B companies.

Some of the benefits include:

Raising brand awareness. Webinars can allow companies to deliver exceptionally high-quality content while promoting their business. Because webinars require no additional overhead costs, once produced and hosted, the strategy offers a cost-effective marketing approach for companies.

Webinars help generate qualified leads. With webinar sign-up forms, companies can collect important lead information. Best of all, content in webinars helps qualify leads by presenting a security company’s product offerings.

Record informative videos

Companies can benefit from corporate brand videos. With corporate brand videos, they can convey their brand’s promise, making the company’s brand stand out in the target market. On the topic of how businesses can employ virtual reality, Intel’s video shows how companies can integrate brand promise to improve the effectiveness of the productions. During the Coronavirus crisis, companies can use videos to promote a call to action for the product or service. By employing unique elements of persuasion, they can help current and prospective clients find answers to questions that influence the acquisition process.

Adopt a cost-effective outreach strategy

Online and SEO marketing approaches serve to build trust and connect with people. That said, the way in which organizations structure such outbound engagements matters during a crisis, as well as when selling or serving directly. In this context, companies should assess their existing relationships with customers, the type of business, and the intent of communicating, to determine the most appropriate approach to build trust and connect with people during the new Coronavirus pandemic.

If a company’s customers are used to regular communication via social media, email or short messaging, such a company shouldn’t let the relationship taper during lockdowns. In fact, it should work harder to build trust and connect with people.

To emphasize, companies can serve as reputable distributors of factual information regarding COVID-19. In more precise terms, companies can use their platforms to share information gathered from health agencies and local governments.

This will play a key role in increasing awareness about where to get tested and symptoms to observe. At the same time, this will build trust and connect these companies with people.


Ronn Torossian is CEO and Founder of 5W Public Relations, a digital PR and influencer marketing agency.