9 tips for marketing during the COVID-19 crisis
The global COVID-19 crisis is shaking up the world. It’s a hard and uncertain time for all of us, with lots of unknowns.
As marketers, we can’t play business as usual nor hide under a rock. It requires us to revisit our marketing strategy. The goal is to stay in contact to maintain or even build trust, so your audience remembers you in a positive way after the situation.
Here are our tips to ensure you don’t damage your brand image in a time of crisis.
1. Acknowledge the crisis.
If you keep sending an email newsletter as if nothing has happened it will look like your brand doesn’t care about its audience. Show compassion, be human.
2. Let your audience know if your business is affected by the virus and how on your website. Also, adjust your business hours on social channels.
3. Share what precautions you are taking to ensure service delivery.
4. Leave health tips to the experts and authorities, so you don’t sound patronizing.
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5. Avoid sharing COVID-19 articles unless they are directly related to your industry and helpful to your customers. COVID-19 is a politically loaded and polarizing topic. You want to avoid people getting into discussions on your social media channels.
6. If your industry is strongly affected by the current crisis and nobody is buying, consider switching to educational or inspirational content (DrumUp can help, see below).
7. Stay on top of your marketing numbers and review the performance, at least weekly, especially of your paid advertisements.
8. Reflect if your company has the expertise to help others in this pandemic. i.e. you could host a webinar or write an article on your experience with remote working or managing a remote team. Ask your audience to contribute if possible, but keep it within your area of expertise.
9. Maybe most importantly: Stay in (digital) contact now more then ever. Trustworthy companies don’t go into hiding, ever.
We need your help: Do you have any marketing tips for a time of crisis? Please share, so we can create a second mail on this topic to share with you all.
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