Skype, the platform once synonymous with video calls, just shocked the world by shutting down after 22 years. How is it possible that a once-dominant business — with more than 300 million users at its peak — could fail?
“If it can happen to Skype, it can happen to any business that stops innovating or becomes invisible,” observes Jason Kocina, Media Relations Agency’s president of Digital Marketing, who has been helping businesses build their digital presence since 1995.
The high cost of invisibility
Skype became increasingly invisible to its audience as work-from-home-friendly Zoom, Slack and other upstarts gained momentum. By 2020, Skype’s user base had plummeted to about 23 million because it didn’t adapt to how people were connecting.
“Skype’s story underscores why being discoverable and relevant at all times is absolutely critical. When customers’ needs change, they look for solutions,” says Kocina. “If your brand isn’t there to be found, they’ll buy from someone else. A brand that isn’t routinely seen or heard from can quickly become forgotten.”
Brands that stay in front of their audiences get rewarded
Many businesses react to uncertain times by playing it safe and cutting back on marketing. But Kocina cautions: “That only makes them less visible. Competitors who boldly remain present will capture all the interest.”
Research shows companies that keep up their marketing during economic downturns often emerge stronger and more competitive. Need proof? Despite the sluggish economy, the world’s 500 most valuable brands grew their value by 10% last year according to a report by CMO Council.
The solution: Stay visible
Kocina routinely helps businesses implement strategies for securing brand visibility in a shifting marketplace. His advice nearly always includes:
● Be everywhere your customers look: “The way to avoid Skype’s fate is to proactively maintain a strong presence wherever your customers are searching for information or recommendations.
● Go beyond SEO: “It’s not sufficient to just focus on SEO and an optimized website. SEO must be paired with steady, high-quality content and outreach. Being findable on Google and AI is an essential piece of the puzzle.”
● Multi-channel presence: “Build familiarity and trust by being consistently visible in multiple channels, including:
○ In the news (earned media): Positive press and expert interviews keep your brand top of mind and add credibility
○ Owned content (website and social media): Give followers a reason to keep paying attention to your brand by regularly sharing industry insights, success stories, tips and other valuable content.
○ Direct communication (email marketing): Maintain a direct line to customers through email newsletters. Remind your customers you’re there to help. Emails are a proven way to nurture relationships and drive repeat engagement.”
● Be consistent: “It’s not enough to do one or two of these sporadically. Presenting a unified message everywhere will encourage people to recognize and trust you, making your brand familiar and credible.”
● Follow a structured approach: “A consistent multi-channel presence is attainable with the right plan. Media Relations Agency uses a proven 6-step marketing process (Strategically Aimed Marketing, or SAM6) to orchestrate these efforts. By following a structured approach like SAM6, you can confidently keep your brand in the spotlight month after month.”
Don’t let your brand become the next Skype
“You have an opportunity right now to ensure your company’s story is one of success, not a cautionary tale. Tell your story while people are listening and looking for solutions, and before it’s too late to make an impact,” Kocina adds. “Be the brand that thrives on this change — not one that fades away. Now is the time to step up, stand out and let your story shine.”
