In times of crisis, it’s important for brands to make changes to their marketing strategy. Changes that will reflect and address these sensitive times in a thoughtful and responsible way. It’s a tough and confusing time for businesses and customers alike. Creating the right marketing approach could help your brand avoid mistakes, make the right choices and survive the crisis. These are some tips to help you develop responsible marketing during the pandemic.
1. Evaluate Your Marketing Content
Most brands have marketing content that has been prepared and prescheduled in their pipeline. It’s very important to take the time to audit and evaluate that content.
The first thing you should do is determine what needs to be paused and pushed back immediately. Large scale campaigns will most likely be eclipsed so if possible, reschedule them.
If you’re not sure whether the messaging of a marketing campaign is appropriate during the pandemic, then pause it entirely. Not doing this will come across as tone-deaf and can lead to backlash and a negative perception of your brand.
2. Watch Marketing Imagery & Language Used During the Pandemic
It is very important to consider the message you’re sending in your marketing material during the pandemic. Even if it’s unintentional at times when tension is at a high. It’s prudent to take a good look at the images and words you’re using to make sure they’re appropriate.
For example, due to social distancing guidelines, it’s best to swap out imagery that contains crowds, close contact, a full office or social gatherings.
In addition to changing up your visuals, change the language you’re using if it describes or encourages close interaction. Avoid using phrases that allude to staying in ‘touch’ or ‘keeping close’.
These changes should be put into effect as soon as possible across all your marketing channels. This includes your website, social media accounts, blogs, and email newsletters.
3. Be Tactful with Marketing Content
There is one thing you absolutely should not do under any circumstances:
Do not create a marketing strategy with intent to capitalize on the pandemic.
Avoid using tactless messages and promotions such as Coronavirus Sales. Use tact, empathy, and humility when communicating with your audience. Keeping in mind that thousands of people aren’t working during this time.
If you’re sharing information or marketing pieces relating to the pandemic, avoid using dramatic and alarmist language. Share information, especially if it pertains to your brand and business but don’t add to the panic.
Let your customers know about, if any, your efforts to assist with the crisis. And share details about the preventive measures your company is taking. Even if it simply pertains to policy updates or closures.
4. Marketing with Helpful Tips During the Pandemic
If your company provides a product or service that is helpful, make sure to highlight that. The most important thing about a brand is the value it can provide. So it’s crucial to share this info. Especially if the nature of your business can help support or enhance people’s lives during the pandemic.
Let your audience know about the benefits your product or service can offer. Whether you’re marketing something to pass the time at home, communicate with others, or help keep them informed and entertained during the pandemic.
If your main product isn’t directly helpful, then try instead to create helpful content. This way you’ll still be able to provide value to your audience through entertainment, education or inspiration.