Context is extremely important when it comes to marketing. When an event occurs that is drastically changing life as we know it, brands must make sure to address the issue in a way that is tactful and empathetic. While this may mean completely rethinking your strategies, here are some basic tips on how to address sensitive moments such as the COVID-19 pandemic:
Adjust Your Campaigns
While some brands are able to quickly change the course of their campaigns when necessary, it may not be feasible for others. If you already have content campaigns running or have content pre-scheduled, it is a good idea to go through it and make some decisions. This does not mean that you have to completely start over; some content just needs to be saved for another time. Decide what needs to be immediately paused or what can be pushed back to a later date. Next, consider what messaging needs to be adjusted. For example, a campaign focus on getting closer to customers could be adjusted to “Support your customers.”
Rethink Language & Imagery
With digital marketing, messaging can sometimes get lost in translation. Imagery and language can be taken very literally, so be sure to keep that in mind when generating content. During this time, avoid visuals of people touching and big crowds. Social gatherings outside of the house should not be encouraged. Consider the language you are using in your market as well. Figurative language like “Get closer to your customers” or “Stay in touch” may not be the best idea, as it can be misconstrued. Remember that these tips are focused on the content you are actively posting; you do not need to edit all of your past content. However, if you have a large image of people gathering on your home page, it might be a good idea to change it for now.
Keep Customers Informed
Let your customers know about any closures, policy updates, etc. in relation to COVID-19 as it pertains to your business. Inform them of the measures you are taking to keep your stores safe and clean. While it may feel repetitive after seeing every other business in your town do the same, it is truly valuable to your loyal customers. Remember that many people have lost their jobs or are unable to work during this time, so be empathetic in your messaging. Also, refrain from using the pandemic as an advertising tactic. Do not advertise a “COVID-19 Sale!” or other insensitive advertisements.
How Can You Help?
If your product or service can help people, support them, or improve lives in some way, highlight that aspect. Perhaps your product can help someone do their job from home, or maybe it just gives families something to do while quarantined. Even if your product or service isn’t particularly helpful during this time, you can still do your part by creating helpful, inspirational, educational content. Remember to focus on helping others, not on capitalizing on this pandemic.
If you need assistance with your marketing during this time, don’t hesitate to contact Viamark of New Bern!