First, to the average business person, marketing is promotion.
Marketing is what you say and how you say it.
It’s it is when you want to describe how splendid your product/service is, and why people should buy it.
Marketing, to many business people, is simply selling at a larger scale.
The reality, is that marketing sits at the intersection of the business and the customer – the great arbiter of the self-interests of the business and the needs of the buyer.
Marketing is tricky at the best of times, but now, more than ever, brands need to adapt to succeed with marketing campaigns.
Your brand still needs to make sales, but the path to making those sales might not be clear.
So, here’s a few tips that’ll help you to succeed with your marketing during the COVID-19 pandemic. Take these into consideration when you’re launching new campaigns during this time of uncertainty.
Consider Your Audiences
This is very factual for marketing, but it’s now more vital than ever.
Studies have shown that “71 % agree that if they perceive that a brand is putting profit over people, they will lose trust in that brand immediately.”
People patronize your business with their emotions, so be careful with the way you frame your brand, and your products during this pandemic.
Be serious with yourself. Don’t launch campaigns that are too aggressive for sales. And remember, it’s totally fine to take a brake on some existing campaigns right now and launch then again at a later date.
Therefore, it’s best to audit what you are currently running or what you have in your pipeline, especially any pre-scheduled content where launch is imminent.
Decide what should be paused immediately. Push timelines back on major campaigns that will likely be eclipsed, or pause entirely if you’re not sure if the content is appropriate. Just because a campaign has some elements that aren’t appropriate right now doesn’t mean it needs to be scrapped altogether; it’s likely that many things will be fine once the outbreak subsides.
Consider what to prioritize or pivot. You may want to move some things up temporary, or look for ways to successfully pivot some messaging. For example, a campaign centered on the theme of “Get closer to your customers” can pivot to “Support your customers” or “Customer relationships matter.” Audit your campaign visuals as well
The good news is that this content break may give you an advantage once things resume as usual. For now, you can start to prepare for the “next” cultural moment (post-quarantine) and determine what content will be most relevant and impactful then.
You should also keep an eye on the quarantine advisement in your geographic business areas, as every region is on a different timeline, so you can be proactive in your communication once things get back to normal.
Concentrate on Value
Money is tight for a lot of customers now, so they’re going to be a bit more careful than normal.
That means it’s time to focus on the immediate value that your products/services can provide to shoppers.
People are obviously still shopping, but you need to frame your products/services, and your marketing, in a way that shows how your customers are going to benefit from making the purchase right now.
once you focus on value, you’ll still be able to get sales.
Don’t Capitalize on the Crisis
This applies to any tragedy or crisis, but it’s particularly important to remember in this climate of worry and fear.
Keep people informed. Brands do need to communicate in response to the crisis, as it pertains to their business. For example, you should communicate about the proactive measures you’re taking, store closures, or policy updates related to COVID-19 Although these messages might be getting memed on social media, they do add value to customer relationships because they are informative.
Don’t be an alarmist. It’s important to keep people informed, but don’t add to the panic. Be mindful of overly dramatic language, as well as any additional information you’re sharing (e.g., credibly sourced news articles or tips).
Avoid bragging. Remember that many people are not working during this time and are genuinely worried. As a default, a spirit of humility and empathy should be a filter for anything your brand says in the near future.
Go the Extra Mile
We’ve seen that customers are reacting positively to brands, both big and small, that go above and beyond and contribute to combating the COVID-19 pandemic.
There are plenty of ways that you can position your brand to help out during the pandemic, even if it’s small.
You could donate a percentage of your sales to a charity aimed at supporting people affected by the coronavirus. You could do this on your own, or you could partner up with other brands in your niche.
There’s a many things that you can do, and it’s important to remember that the costs that you’ll incur by supporting COVID-19 initiatives will pay off in the long run (and they’ll likely help you to convert customers).
Try out New Channels
Think about your current marketing strategies, and then think about what you’re not doing.
There’s so many things that you can try when you’re marketing your brand. Already using paid marketing channels? Try and build a blog, or YouTube channel for your brand.
Content marketing has always been a cost-effective marketing tactic, and the brand trust studies found that 85 percent of people want brands to use their power to educate, so there’s never been a better time to start
Or, you could try out some influencer marketing campaigns. People are spending a lot of time on social media now, so it could be a golden opportunity for you to strike some partnerships with influencers in your niche.
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