With the current situation, the present and the future are extremely uncertain. While front line workers attempt to protect and keep us all safe and healthy, the rest of us are trying to figure out where do we fall in this new reality.
Now that most businesses have taken all the preventive measures needed to take care of employees, customers, suppliers and partners during this pandemic, it’s time to think about what’s the next step in our marketing strategy going forward.
The first thing we have to do is accept that uncertainty is always going to be a constant in our business. Under normal circumstances, most PR and marketing experts know perfectly well how to deal with a crisis – but our regular crisis management processes don’t work in this context. Let’s face it, nobody was ready for something like this to happen, but as professionals we have the ability to adapt to this uncertainty and learn how to move on.
Even in the middle of a pandemic, we have to communicate with our main players if we want to survive as a business – but we have to do it effectively to avoid shooting ourselves in the foot and making things worse. Smart marketing is now more important than ever.
Now is a good time to increase your marketing efforts while following these best practices:
You might be tempted to panic and stop all your marketing activities, but that’s the last thing you want to do. While you might have to pause some activities and tweak messages to be sensitive of the situation, it’s important to stay strategic. Pausing all marketing activities will hurt your business and hinder your ability to recover significantly.
Most of us can’t even grasp the real scope of the problem and how it affects people, and companies have to be sensitive with what they say. Your overwhelmed customers will probably have a long-term memory of how you made them feel during these uncertain times. Brands are going to be judged by how they have behaved during this pandemic, so you need to think twice about what kind of messages you are putting out there.
There is a clear line between entrepreneurial spirit and being exploitative. Prioritize the well-being of humans before concerns about your gains and losses. Don’t capitalize on current events and avoid predatory tactics at all costs. It’s important to be informative but sensitive to today’s situation.
Highlight how your brand can help
Ideally, businesses exist to provide value through their products and services. If your product/service can help during this pandemic, communicate the benefits and clarify your brand’s potential. If it doesn’t directly help people deal with the current situation, you can still provide value to people by creating helpful content.
Improve your online presence
Most people are online more than ever. You won’t be able to devote budget to trade shows, events or exhibitions for a while, so use that opportunity to create a solid digital marketing strategy. You might have to alter your website to reflect the current demand better.
Let us help you through these challenging times. We believe every client is unique and we customize their strategy to suit them completely. If you’re still unsure about how you’re going to deal with the upcoming new reality, don’t hesitate to reach out to us. There’s a lot we can do for you!