Marketers Com Con reveals: Give the market a story, or it will define your story for you

Marketers should share their companies' stories on LinkedIn as people are noticing brand news more.

On Thursday morning, 4 June, CFO & CHRO South Africa hosted the fourth edition of its Marketing Community Conversations with LinkedIn guru Chris Burgess sharing ways in which businesses can navigate today’s world of work with LinkedIn. 

He advised that it’s important for marketers to share their company’s content on LinkedIn, especially during lockdown, as people are spending a lot more time on social media to get more information on current trends and events, including Covid-19. 

“The spotlight has been placed on brands during the Covid-19 pandemic,” Chris said, referring to a LinkedIn survey in which 48 percent of people said they’re noticing brand news more because they’re reading the news more. 

In addition, over 61 percent strongly agree that they care more about how brands are behaving during Covid-19, and that this is going to affect their decision to give brands their business in the future. 

“We really need to think about what we are doing to appeal to these current environments,” Chris said. “Most content right now is around employees and what we are doing to protect them.” 

He explained that marketers should be looking internally and asking what’s happening in their organisations and what content they can create from it. 

When creating this content, there are some fundamentals marketers should be practising: 

  • Never lose sight of your customers’ and employees’ needs
  • Demonstrate trustworthiness
  • Bring your brand values to life
  • Be supportive
  • Be human
  • Listen intently
  • Be mindful of tone, timing and delivery
  • Look forward while keeping your finger on the pulse

“If you don’t give the market a story about how your brand is responding to the crisis, the market will define your story for you,” Chris concluded.