During these uncertain times, “normal business” is far from normal. Businesses are running at reduced capacity, in makeshift home-offices, and adapting to a more virtual way of work. Every business has been impacted differently but impacted nonetheless. And similarly, many of our marketing efforts have also been affected. And so they should be.
Here, we explore several ways to manage your marketing compassionately during this time. To remain relevant, visible and attentive, but not deter prospects from engaging in the future.
Support, don’t sell
Many businesses are worried about simply making their bills during this time, rather than the new and better ways of working which you can help them achieve. The last thing you want to do is exploit the difficult position people and businesses have been plunged into. It’s a short-sighted view and won’t be beneficial in the long-term, especially if you tarnish your company’s reputation in the process. So, don’t be pushy with your marketing, instead offer something to help people get through this challenge.
Being supportive will associate your business as one whose main focus is to help their customers overcome challenges, rather than just make some quick money. And what this means is that the power of reciprocity comes into effect, and the prospect is more likely to return in future when times are calmer.
What you offer, may seem simple to you, but it can massively benefit others and save them a huge amount of time struggling through on their own. So, if you’re an expert in using a specific virtual platform, for example, offer a free tutorial or webinar on the basics of that platform.
Stick to your brand
As people are increasingly inside, and online, during these times, there is an opportunity to be seen by a greater number of people. Whilst they may not be ready to buy right now, being seen will help increase brand awareness.
Find the voice of your brand and stick to it. There will, of course, be a need to adapt to ensure your message is sensitive to people’s current situations. Are you trying to amuse, educate, or lift spirits? Whatever you choose for your tone, be consistent in your messages and stick to your branding.
Innocent is a great example of this. They’ve continued to post their witty light-hearted messages throughout the pandemic but have adjusted their tone to be appropriate. Think “100 things to do inside” posts – both amusing and relevant.
Make sure any advice you give is accurate too. Unfortunately, pandemics are an easy way to spread misinformation. So, stick to what you know to maintain the trust you’ve already built with your audience.
Revisit your scheduled content
If you’ve got any content ready and waiting to go, take another look at it and decide if it’s still relevant right now. There may be social posts or blogs which you need to put a pause on immediately as they’re no longer appropriate. This doesn’t mean they won’t be in a few months, so just hold them back for when the outbreak begins to subside.
Other projects could be prioritised in the interim or adjusted to become more relevant. Audit the content pieces you currently have in your pipeline, especially those already scheduled, and make a plan of content to promote over the next few months.
Get creative to deliver on projects
Undoubtedly there will be a change in how you are delivering your services. So, what can you do to continue working, though perhaps differently to before? Your offering may be different or less than what you would usually provide, but your customers and prospects will appreciate that you tried to go the extra mile when they needed it.
Think of Sainsbury’s and other supermarket brands. Many have a created a self-scan app so you can scan the items you want throughout your shop, pack as you go, and use the self-service checkouts to pay. Meaning you don’t need to come close to anyone throughout your whole shopping experience. By coming up with a creative solution, they have helped people to remain at the recommended two metres distance at all times, with minimal disruption.
Additionally, remember to remain optimistic, but don’t overpromise. Failing to deliver to an agreed target, which may have been achievable before the world got flipped on its head, will only disappoint clients. Instead, reiterate that you’ll remain committed to assisting your clients as best as is possible throughout COVID-19.
Don’t panic if your stats are down
There are many ways to measure the effectiveness of our marketing efforts, but one thing I want to emphasise is that the stats you normally aim for won’t be indicative of success right now. Organic traffic will likely be down, conversions are few and far between, and engagement lower than normal. Don’t panic.
Companies have other priorities they need to address in the short term, but these will return to normal, we just can’t be too hasty about it. By all means, keep measuring your stats. It will help identify when things are returning to the way they were, but for the time being, cut yourself some slack when the numbers take a drop.
In summary
All businesses are trying to find new and inventive ways of working right now, but they’re likely not looking to implement new change at the moment. So, whilst businesses get settled, we need to be as supportive as possible. What may seem easy to you, likely isn’t to someone else. Offer whatever expert advice you can, playing a supportive role, rather than trying to drive sales. Further down the line, you’ll see the benefit of portraying yourself as an expert and helping others. Be consistent in your messaging, and be kind to yourself if you’re not hitting targets right now. Remember, we will come out of this crisis eventually, so remain visible and prepare for when we emerge.
