The world is a very different place than it was a few months ago. Due to the coronavirus outbreak, billions of people are stuck at home, while businesses both large and small are seeing closures or reductions in customers. This unprecedented situation has left professionals in the digital marketing world scratching their heads about how to proceed. Strategies that worked a few weeks ago might feel insensitive or ineffective now; is it even appropriate to move forward with marketing efforts? The answer is a resounding yes: With these strategies, you can create meaningful marketing campaigns in the time of COVID-19.
Strengthen your online presence
With everyone stuck at home, that means people are getting a lot more screen time. This presents an opportunity to interact with customers in new ways that go beyond regular ads. Keep an active social media presence, and don’t just use these channels for selling — offer tips, advice, and useful trivia while engaging with the community. According to business and marketing consultant, Susan Friesen, other useful strategies include crafting blog posts and videos from experts or execs at your company. If you have partnerships with influencers, now’s the time to flex them! It’s all about making those human connections.
Adapt to a message of empathy
In a time when people are stressed about their health, their jobs, their finances, and their futures, “empathy is critical.” As the Harvard Business Review puts it: “The nuances of brand voice are more delicate than ever. Brands that use this time to be commercially exploitative will not fare well.” In other words, now is not the time to be opportunistic. Instead, find ways to express empathy, as some banks are doing by waiving overdraft fees. Another good example is Guinness, a St. Patrick’s Day staple that shifted its marketing during the March celebration to focus on staying healthy and safe. Your actions during quarantine will be remembered long after it’s over, so think about what you want your brand to be known for.
Support your industry & community
With so many people facing medical and financial crises, many companies are finding ways to help out, from donating proceeds to organizing celeb-filled events to raising money. Donating millions of dollars isn’t realistic for every business, of course, but there are still small-scale ways to make a big impact and support your customers and communities. For example, food delivery app Postmates started an #orderlocal campaign to highlight local restaurants, which are among the businesses struggling the most during the pandemic. Now is the time to explore brand-right ways that you can make a positive difference, too.
Digital marketing may look different during COVID-19, but it’s still just as important – possibly even more so. By shifting from a sales-focused mindset to one that’s more concerned with empathy, communication, engagement, and the community, you’ll emerge from quarantine with a healthy brand.