[Xtern Software] Marketing during COVID-19? What’s *that* look like?

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Our team has been having the same conversation for the past several weeks — how do we market ourselves during COVID-19 without sounding insensitive? This is not unique to us. This is a problem facing any business right now. We want to be able sell our product, in order to generate revenue, in order to keep folks on payroll. But in the midst of selling our product, there’s a huge elephant in the room — COVID-19. 

Everywhere you look, you are bombarded with headlines of doom and gloom. It feels bizarre to write an email that says, “I hope you are doing well,” when you have no idea if the recipient has a family member in the ICU. It feels absurd to say, “hey, buy my product,” when there are healthcare workers on the frontlines without protective equipment. 

This has been our marketing strategy so far: 

Tread lightly:

We’ve been engaging with our current customers to see how we can help them better utilize our products and services. No additional sales pitch or strings attached.

Read the room:

Is there a need for what we are selling right now? We think so. We believe there is an opportunity for businesses to improve their technological infrastructure. We also think folks may need a CRM to hit the ground running for when the economy reopens. For more on this topic, see last week’s blog

Be honest:

We know that organizing your contacts in a CRM can be a bummer. That’s why we recently sent an email comparing getting your data organized in a CRM to cleaning your windows 🙂 We get it! And we want to eliminate barriers to entry. We want to see you and your business succeed. And we’re going to be honest about the process to get there (and help you as much as we can along the way!). 

Be generous:

We are actively targeting nonprofits as customers. Now, more than ever, nonprofits need the tools to easily facilitate their operations.  

This is an imperfect process in a strange time. We’ll likely make mistakes along the way. But our intention was and is to run our business with honesty and integrity, and we hope that is evident.