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When times are tough, communication becomes more essential than ever. Communication is the glue that holds people, commerce, and the economy together. As human beings, we have an inherent need to connect, and as we’ve seen and experienced in the last few months, much of that communication is now taking place online. Communication continues regardless, and it’s during times like these when a solid inbound marketing strategy is vital to keeping those channels of connection open.
Inbound marketing is more than just a powerful communication tool between your business and consumers, it builds trust and strengthens bonds. It positions you as a resource and part of a solution. It is where you offer hope and information that helps people move ahead. During difficult seasons, we naturally spend more time online searching for trustworthy content that is comforting and helpful. The good news is that if you already have a true inbound marketing strategy in place, then you’ll be there for them. If you don’t, now is the time to start.
Here’s why inbound marketing is so incredibly important, especially during tough times.
Inbound Marketing Works, And Even More So During a Pandemic
Human nature responds to pain differently, but almost everyone reaches a point where they just want to move forward. They want their vision for the future restored. People are starting to look around at what they have, pick up the pieces of the COVID-19 madness and continue on. It’s natural to want to learn from others how to do that, to want to be inspired by others’ stories, and to know what you can offer them in helping them rebuild their dreams. The last thing they will want to see is poorly targeted messages focused solely on making a sale. Fortunately, inbound marketing works to understand the needs of your consumer and match your message to give them what they really want to see and hear right now.
By producing relevant content such as blogs, white papers, videos, podcasts, and ebooks, you also create opportunities to communicate and connect on a value-giving level, meaning that your communication isn’t always just reaching out and asking for more sales. This will show consumers that your business cares first and foremost about educating and equipping them for making purchase decisions, greatly increasing your chances of being trusted and generating more sales.
Inbound Marketing Over Time
Like anything, it takes time to build your inbound marketing strategy. The strength of any business's online presence is determined by the strength of its content. Fortunately, inbound marketing revolves around the creation of solid, valuable content.
Blog posts, webinars, infographics, white papers, videos, and more are all created using strategic SEO best practices. People are at home and spending a lot of time on the internet - use this to your advantage and be there for them.
Influencing Continues
As time passes and people navigate through the stages of revisioning, rebuilding, and restoring, it follows that their needs on that journey will also change. Ask yourself what it is that they are looking for in different areas: economically, commercially, and personally.
Buying decisions are affected by these areas, so examine what you can offer that will inform, support, and guide them. In unprecedented times, they are looking for answers, and it’s important you provide answers. Be relevant to their needs and be consistent in your support. That’s how you position yourself as an industry leader and expert and keep people coming back for more.
What Are You Waiting For?
Realizing YOU have a business that likely needs rebuilding just as much as your consumers do keeps you empathetic and responsive. You understand, better than anyone, the power of communication. Inbound marketing is the one tool that won’t sacrifice long-term gain for short-term revenue. It is the most powerful tool your business has to intentionally and carefully build your business brand for the future.
For that reason, now is as good as any time to get started. Effective communication during this time is vital to the success of your business. People will remember that your content helped them through a difficult season. And in marketing, being remembered is half the battle. 
