Marketing is complex at the best of times. Add the COVID-19 pandemic into the mix, and digital marketing becomes both more essential and more complicated. During this time, it's important to connect with your customers and to do it well. How can you do so in a way that meets the needs of your business and your customers in a quickly changing business situation?
A lot has changed in the world, but the need for sensitive communication has not. Inc. recommends that you take a two-pronged approach to digital marketing in a world engaged in the COVID-19 crisis:
Some campaigns may not make sense right now. If your customer base suddenly has a more limited income, marketing your higher-end products will not only flop economically, but it could backfire and make customers feel like you're not in touch with their new reality.
The same goes for your phrasing and imagery. Check any pre-planned campaigns and ensure that they work in light of the new circumstances in the world. Taking the wrong tone right now could seem insensitive.
On the other side, now is an excellent time to highlight the good that your company is doing for the community. In many places, clothing companies have shifted to making masks and breweries are making hand sanitizers. Other companies are reaching out to their communities in new ways as well, whether it's providing food for those in need or developing online support for learners and teachers. Be sensitive to the times, and consider highlighting the ways in which you are reaching out to your community.
While you don't control the world, what you do control is how you manage your business. You can let your customers know what your plans are, and you can do it in a calm way. Yes, show emotion and compassion, but focus on calmly explaining how you are managing the situation.
For instance, if many customers have contacted you with worries about backlogs and concerns that they will not get your product in a timely manner, address this upfront on your website. It may mean that you manage demand by having an earlier order cutoff, and you can communicate to your audience that this is working well. This sets customer expectations and also reassures them that your plan is working. They feel reassured that you have your business under control.
While this is sage marketing advice at any time, during times of crisis, people are particularly in need of consistent, concise, and coherent information.
It's best to be honest about your situation and challenges; however, you don't need to let your customers in on all of your thought processes. If you're unsure about information, you can let them know that the situation is changing quickly and that you have a plan to respond to situations as they emerge. For instance, if you are working on implementing better processes that will allow your employees to more effectively work from home, you can reassure your audience that you're working to make this better day after day. You can be honest about what you know and what you don't know right now, and let your customers know what you're doing to make processes better.
Marketing is a dialogue. Just as you would in normal times, connect with your frontline staff such as your sales team and see what your customers are saying. What are their fears? What are they asking for right now? Look at the searches that bring new customers to your website as well. These also let you know what people need. Make sure that your marketing reflects these emerging needs of your audience. While they may be the same as they always are, it's quite possible that some of your audience's needs have shifted, and you need to change your marketing to grow along with them and ideally to anticipate their needs as well.
After listening to your audience, commit to continuing this dialogue on an ongoing basis. Listen, respond, and repeat. Regular communication with your customers helps them know how you're responding right now and reassures them that you've listened to their concerns. Let your customers know how you'll connect with them, then follow through.
Right now, some businesses are slower while others are overwhelmed by customers. All are negotiating a radically different normal. According to Forbes, "marketers are likely to be at the front lines of developing new business strategies in real time while simultaneously learning to work virtually for the first time. " Recognize this. Know that you are going to stumble and struggle and succeed in unexpected ways. Don't hold on to your marketing plans if they're not working; be ready to change them to something that works for both your customers and your employees.
This is a long crisis. It's not like a hurricane or other natural disaster that is specific to a single point in time and is then focused on recovery. Nor is it focused on a single part of the country. This particular crisis impacts everyone in different ways, but it does impact everyone.
This means that as a business, you not only need to consider your marketing response, but you also need to consider your employees' capacity to market in new ways and to sustain that marketing. As you develop your marketing plans, consider your ability to do training and connect with your employees about their bandwidth to take on new marketing projects. Ensure that any investment that you make in marketing plans is sustainable in the long term as your business shifts in response to the pandemic.
As you pivot to meet new marketing needs, talk with your employees about how they feel about your business and marketing during this time. Make sure that they are fully on board. During this time of added stress, it can be tempting for employees to vent on social media, and this can be brutal for your business's public image. Conversely, if your employees feel positive about your business and how you are navigating the COVID-19 crisis, they will often promote your business on social media, and this can be a positive for your business's reputation in the broader community.
At Connection Model, we're your digital marketing hub. As you shift your marketing plans, connect with us for support. Contact us to request an assessment today.