Many countries around the world have resorted to social distancing and lockdowns to mitigate the spread of the COVID-19 outbreak. It has affected the global economy to a great extent and during these uncertain times, companies of all sizes are struggling to stay afloat.
That said, here are 5 effective tips that you can consider for your marketing strategy for COVID-19 times.
1. Tweak marketing campaigns and content timelines
Audit all your campaigns that are currently running or in the pipeline or any pre-scheduled content waiting to be launched.
Decide what needs to be paused: If you are not sure if the content is appropriate for a particular campaign, it is better to push the timelines.If your campaign has some elements that aren’t appropriate right now does not mean that it needs to be scrapped completely. Many things can bounce back once the outbreak subsides.
Decide what to prioritize: Look for ways to prioritize some of your messages. For instance, you can change campaigns themed as “Get closer to your customers” to “Support your customers”. Also, make sure to change the campaign visuals as well. The biggest advantage of this content break is that it may give you an advantage once things return to normal. Now, you can plan and prepare for the next big event (post lockdowns) and determine what content will be relevant and impactful.
Additionally, you can also keep checking for quarantine advertisements in your business areas so that you can improve your marketing communications strategy once things get back to normal.
2. Avoid capitalizing on the crisis
Capitalizing during any tragedy or crisis is a big NO. Avoid “Never before COVID-19 sales” or any other tactless messages. They are big turn-offs.
As a brand, try to reframe marketing language and communicate in response to the crisis. For instance, you can inform your customers about policy updates related to COVID-19, measures you are taking, store closures, etc. Although social media is flooded with these kinds of messages, they still add value to your customers as they are nevertheless, informative.
That said, don’t add to the panic. Be mindful of the language, tone, and context of the information you’re sharing. Also, make sure to add humility and empathy to your information as people are really worried during such a crisis.
3. Evaluate your creative images and language
Be it keywords, content, visual imagery, or the tone, you must evaluate them at this point. For instance, slapstick humor or visuals of people touching, etc., amidst the health crisis is not appropriate. If you have an upcoming campaign with tricky visuals, it is important that you revise the images or push the timeline to sometime later in the year.
Messages encouraging immediate interaction such as “get in touch” or “ get closer to your customers”, etc., should be reframed.
Remember, visual communication and words are powerful, so it is important to think about the message you are sending.
4. Don’t be ignorant
It is obvious that people are scared during a health crisis and so it is important to be positive and not ignorant.
What you can do?
Be human: Avoid sending automatic or robotic messages during a pandemic. Don’t tarnish your brand’s reputation just because there is a health crisis. You can offer your good wishes without being insensitive or offensive.
Dive into your core values for guidance: Use your organization’s core values to set the tone on how you will connect and engage your audience during such trying times.
5. Offer your help
As a brand, you must think of ways to add value to your customers even when they are on quarantine.
Here’s how you can do it.
Tell a story on how your brand can be helpful during times of crisis
If you cannot help people directly, you can create interesting content that can educate, entertain, and inspire people while they are at home.
To wrap up
It is difficult to ascertain the end of the pandemic. However, we’re expecting things to return to a better state sometime later this year.
It is recommended that you adapt a marketing plan to prepare for the transition thoughtfully and proactively. Try to be more productive and add value to your customers as much as possible during this trying phase.
We wish everyone good health and safety.
Stay safe. Stay positive.