Shari Wright Pilo
Speaker: Shari Wright Pilo | Hosts: MATI Jerusalem
• The Marketing Dilemma: To promote or to pause?
• Strategies for remaining visible during challenging periods.
• Building sustainable marketing systems and clear messaging.
About the Speaker
Digital marketing consultant with 30+ years of experience in sales and startups.
Who is this webinar for?
- Business owners who want to stay closely connected with their customers and not disappea
- Community managers and entrepreneurs looking for creative ways to maintain business activity and relevanc
- Business owners who need practical tools for self-management and content creation that strengthen
What will you learn in the webinar? (Brief Syllabus)
Introduction
In times of uncertainty and crisis, small business owners often feel conflicted about how to communicate with their audience. On one hand, there is an essential need to keep the business running. On the other, there is a fear of appearing insensitive or disconnected from a complex reality. The key lies in understanding that marketing during these times is not a standard sales task but rather an act of service and presence.
Understanding the Customer’s Mindset
The first step in building a strategy is understanding where your customers are right now:
- They are distracted and primarily focused on security and news.
- Their emotional capacity is limited and they are overwhelmed with information.
- Their financial priorities have shifted, and they are scrutinizing every expense.
- However, they are spending more time on screens seeking connection and information.
Core Principles of Crisis Marketing
To remain relevant, focus on three central pillars:
Visibility The biggest mistake is "going silent." If you stop posting, customers might think the business is closed or inactive. You must continue appearing in your customers' feeds consistently to remind them that you are here, stable, and ready to help.
Value This is the time to become a source of utility. Sharing knowledge, professional tips, or solutions to problems created by the situation strengthens your position as an authority and builds goodwill among your audience.
Gentle Offers You can and should offer services, but do so with sensitivity. Instead of "Sale ends in one hour" tactics, use phrasing that emphasizes your availability and how your service can provide relief right now.
The 12 Posts a Month Plan
Instead of trying to post every day, work with a steady plan of 3 posts per week:
- Business Update: What is happening in the business? Have hours changed? How are you coping?
- Helpful Tip: Something the customer can implement immediately thanks to your expertise.
- Gentle Offer: Presenting a specific service currently available to the audience.
