As the world continues to be threatened by the coronavirus (COVID-19), many businesses are forced to rethink their strategy and evolve. For some companies, this could mean laying off their employees, suspending certain business operations and moving their stores online. Whether you’re an individual, small business or global brand, the pandemic has affected everyone and can either paralyze you or drive you towards success.
Many business owners may want to cut down on marketing activities amidst the global pandemic. In times of uncertainty, this could feel like the safest option. However, with the majority of the population spending much more time online these days, companies should shift their attention towards digital operations. By strengthening their online presence, businesses could grow their audience while staying connected with their regular consumers. Having a strong e-commerce platform, offering special incentives and investing in a good social media strategy will give your company a huge competitive edge.
Digital marketing can highlight how your brand is supporting the community during these stressful times. Some companies have donated a percentage of their online sales towards relief funds for the coronavirus pandemic, while others have begun offering free and helpful content for their customers. For example, gyms may be closed, but many fitness brands have begun posting free at-home workout videos along with tutorials for various exercises. Since everyone is stuck at home, consider what your brand can do to entertain and educate online.
During difficult times, it’s important to help one another and offer assistance when appropriate. For brands, this creates unique opportunities to post positive and uplifting material for consumers.
- DO: Communicate the proactive measures that your business is taking and inform your clients and customers about updated policies. Consider posting news-centric content that applies to your business, such as an infographic or a list of safety measures.
- DON’T: Capitalize on the crisis. This can apply to any tragedy, but avoid any promotional “coronavirus sales” and other tactless messaging. By showing sensitivity and compassion, businesses can build trust and a long-lasting relationship with their consumers. “People like to be affiliated with projects that they think are making a difference. The power of philanthropy and social entrepreneurship is huge, as it dramatically increases a consumer’s confidence in your brand.”
— Brand Strategist Alex McCurry, founder of Astra Media (Source)
Although business may be slower than usual, it creates an opportunity for brands to reach out to their customers and initiate meaningful conversation. This could mean providing regular web updates about the crisis, posting helpful tips and sharing reassuring newsletters to customers. Maintaining your social media platforms can also build customer trust, as it proves that your business can be resilient during these difficult times. Lastly, remember that your copywriting and marketing standard should still be the same. Although the situation is unconventional, your brand should continue to supply relevant information, add value, and reassure your customers that you are there to help.