Be current: Stay current with the latest trends and technologies, and employ a multichannel strategy that includes print, email, a website and social media to engage your target audience. Ignoring even one of these can erode credibility and create a competitive disadvantage. Don’t allow that. Always be sure to leverage current trends and technologies, and ensure your website and email efforts remain optimized for mobile.

Be conversant: View your communications as a conversation, not a presentation. Avoid generic or keyword-stuffed content. Marketing is about engaging your audience, and tone and voice turn your business into a brand. Be a knowledgeable and supportive friend. An example of this might be, “A study conducted by global organization, Two Sides revealed that ‘88% of respondents understood, retained or used information better’ when they read type on paper.”

Be a leader: Promoting thought leadership for both your company and personal brands is the best way to differentiate, establish credibility and foster trust. Customers seek that assurance. Be seen as a leader and engage your customers with top-tier, helpful content. You are what your content says you are.

Be consistent: You need to complete your marketing plan consistently. Treat your marketing with the same importance you would treat your production workflow.

Be frequent: Touch your target audience at least every 90 days. Smart marketers shorten this to every 30 days. At the very least, make sure that you communicate with your customers as often as your competitors do. In the end, it will come down to who’s better at establishing trust and credibility.

Be careful: Despite recent reports that consumers are receptive to brand promotion and marketing during COVID-19, marketers still need to tread carefully in their customer approach. As audiences watch how brands are responding to this adverse event, messaging planned pre-virus may no longer be appropriate. This is a time to rethink strategy. A backlash is likely to occur towards brands perceived as exploiting the situation or not taking it seriously. Accordingly, strategies showing compassionate, decisive value and concern for consumer welfare should be the implemented direction.