The Best Way to Market and Grow Your Business During the COVID-19 Pandemic
There is no doubt that this coronavirus pandemic has changed modern life in more ways than we may currently realize. But, the changes in social interactions and consumer behavior do not have to spell the end for your business or brand.
By understanding the ways in which the pandemic has impacted the marketing landscape, and acquiring knowledge around the best marketing practices during COVID-19, it is possible for you to emerge on the other side relatively intact.
How COVID-19 Has Changed the Face of Marketing
Before you can adapt your strategy, you need to understand exactly what has changed!
The financial toll experienced by both consumers and businesses is real and it cannot be ignored. This strain has forced many decision-makers to slash marketing budgets and reduce marketing staff. But here’s the thing—your audience still wants to hear from you.
A recent analysis from the American Association of Advertising Agencies (AAAA) discovered that 43% of consumers found it reassuring to hear from brands they trust and 40% want to know how brands are responding to the outbreak. In contrast, only 15% didn’t want to hear from brands at this time.
The facts are clear -- failure to shift now will relegate your brand to the list of the “forgotten brands.” What’s more, deliver the wrong message and you may alienate the very people you are trying to reach. It’s complicated to say the least.
What has changed?
For starters, consumer behavior has been drastically altered. At the start of the pandemic, when stay at home orders were put in place, people were only leaving their homes for essential outings, if at all. Many people shifted their purchasing habits to online marketplaces and delivery services.
While stay-at-home orders are being eased across the United States, social distancing requirements remain in place. The coronavirus pandemic is not over, and many consumers feel anxious about the future so even with fewer limitations on movements outside of the home, there is no guarantee that things will go back to the way it was.
What we do know is that consumers are looking for brands that can help lead them through this crisis. Clever ad campaigns and slick messaging may have worked in the past, but today, consumers are looking for brands that don’t just state their core values but will actually act on them. Consumers now want to know what you are doing to actually make things better.
The marketing strategies that have worked in the past may end up appearing insensitive or completely tone-deaf today. Therefore, businesses have been forced to shift away from a hard sell and focus on improving the customer experience by offering advice, demonstrating understanding and care, making things more convenient.
Twitter platitudes coupled with a “stay home” hashtag, or generic “in this together” Facebook posts will not be enough. Customers want to see the receipts.
How to Transition Your Marketing Strategy During COVID-19
With the disappearance of in-person events and exchanges, digital marketing has become one of the key strategies for surviving COVID-19. If you are a brand that has been neglecting your online presence, it is time to make a change.
Here are a few areas of focus that can do a lot to support your overall marketing strategy during COVID-19:
Email Marketing
Email campaigns remain some of the most effective marketing strategies in the world. According to Oberlo, 293.6 billion emails were sent and received each day in 2019 and that number is expected to climb to 347.3 billion by 2023. For every dollar you spend on an email campaign, you can expect to see a return of $42.
While these numbers are pre-coronavirus, they clearly demonstrate the effectiveness of emails as part of an integrated marketing campaign.
Email marketing allows you to speak directly to your audience in a more intimate and personalized way. You can reassure the recipient while also indicating the ways you will support consumers. You can then direct them to resources and information that can be useful during this difficult time. You do not have to use this platform to push a product or advertise a sale (but keep in mind that discounts may be appreciated!), simply demonstrate your understanding and your empathy.
Social Media Marketing
With so many people stuck at home, social media is where you’ll find them. Use Facebook, Twitter, Instagram, LinkedIn, Snapchat or even TikTok to reach your audience in creative and unexpected ways.
Are you partnering with local businesses or charities to support your community? Have you shifted production to address urgent needs? Have you taken drastic measures to ensure social distancing practices can be observed for employees and patrons in your physical location? Share these details with your followers!
Social media platforms give you a platform to demonstrate exactly who you are as a brand. Post video clips and pictures. Respond to questions and comments. Run polls, quizzes, and contests. Be empathetic. Be responsive. And of course, be engaging.
Consider developing a content marketing strategy for your website that includes interesting and relevant blog posts and then share those posts on your social channels.
The more active you are in this space, the more engagement and interactions you will get, and the more valued and trusted your brand will become.
Brand trust and authenticity will see you through.
Virtual Events
Live events like conferences, concerts, and sporting events have been put on hold. The disappearance of these events has reduced traditional advertising and sponsorship opportunities. But, all is not lost! Virtual events have been popping up as an alternative.
If you aren’t finding virtual event opportunities that suit your brand, why not consider holding your own? It does not have to be a massive undertaking either.
Go live on Facebook, LinkedIn, Instagram or YouTube with a fun tutorial or information session. Reach out to local musicians and see if they would be interested in participating in a backyard concert series or virtual happy hour.
People are craving distraction and normalcy. Why not help them find it?
Best Practices for Marketing During COVID-19
There are a number of different ways that marketing leaders are making changes and shifts during the coronavirus crisis and the path that works best for you will depend on your specific brand, your industry, and your customer base.
But, with that in mind, there are still a few best practices that can, and should, be applied to all COVID-19 marketing plans. Remember:
Lead with Empathy
The impact COVID-19 has had on your audience cannot be ignored. Every member of your marketing team needs to be proactive in listening to customer concerns while monitoring changes in customer behavior.
Phrases like “the new normal” are pervasive and the fact is, some of the consumer behaviors that have arisen during this crisis are likely to stay, so you need to be paying attention.
The predictions for the future seem to change on a daily basis and this has been hard on everyone. Your bottom line may have been negatively impacted by a sudden lack of sales, but you cannot lose sight of the fact that this drop may be linked to a lack of income for your consumers.
If you can clearly demonstrate that you understand the fear, the uncertainty, and the struggle, your voice will not only translate, it will resonate.
Be Authentic
While there may be hundreds of businesses that do what you do, none of them do it the way you do it.
Tell people who you are with your actions. Ask yourself what you can do to help. Tell real stories and offer to help any way you can. Remember always that you are most effective when you show people instead of tell them.
Develop a thank you message for front line workers, or give a shout-out to your employees that are doing everything they can to ensure continuity of service.
You can also start a donation drive for a specific charity or organization in need. Offer to donate a portion of your proceeds to a particular cause like local food banks or financial support for hospitality workers or other shuttered industries.
Not only will this help your community in a time of great need, but your audience will remember. They will remember that you cared, and they will remember that you gave them the opportunity to help, even if only in some small way.
Be Agile
Agility and adaptability is the name of the game these days. It is hard to plan for a future when you have no idea what that will look like or when it might ‘arrive.’
Some estimates suggest the coronavirus may be here for some time and that social distancing measures may be in place even longer. You cannot wait to act.
Actively monitor your target customers. Sends surveys and questionnaires to find out their pain points and take action on the responses you receive. Monitor chatbot conversations and closely follow the activities on your social media pages.
Be prepared to shift your messaging to match shifts in customer intent, attitudes, behaviors, and needs. Proper brand communication is key and you cannot get there without listening and observing changing patterns.
One certainty to emerge from this pandemic is that few things are certain and things can change in a heartbeat. Be prepared and open to more shifts if necessary.
COVID-19 has engendered fear and anxiety around the world while placing significant stress on global and local economies. It is hard to say what will happen long term and even harder to say what it will all mean for the marketing industry. But it is clear that you cannot disengage and you cannot become frozen by the uncertainty.
Lean into the situation, listen to your customers, gather insights, and use all of this data to not only support your business during these unprecedented times but to support your customers as well. After all, it is true what they say, we are all in this together.