The COVID-19 pandemic has changed every aspect of our lives- from how we communicate to how we conduct business. So how should you be marketing during a global pandemic?…
The digital marketing space is no different. The ever-changing industry was hit with something nobody could have predicted and had to figure out how to market in vastly different circumstances. Now that over three months have passed since the start of the pandemic, we can now reflect on insights about how it impacted digital marketing efforts.
It prompted many marketers to try new approaches in light of current events, some of which were more successful than others.
Using research, market trends and my experience as a consumer of advertisements, I have gathered 6 do’s and 6 don’ts of marketing during a global pandemic.
DO:
- Acknowledge that something is different.
Pretending that nothing has changed is disingenuous and not relatable. Your marketing has to reflect the current state of the world, but not dwell on it. The vast majority of industries have been impacted in some way, so proceeding like all is normal likely won’t work. Adjust your messaging to the current situation at all times. Be flexible and adaptable to change.
- Capitalize on new shared experiences.
I bet you are all Zoom aficionados by now and sick of watching Netflix all day. So are the vast majority of Americans. You now have even more in common with your customer base than before- you are (or were) stuck at home and needed to use the same means to communicate or entertain yourself. Therefore, using these new shared experiences to market is proven to be effective because it is more relatable. For example, Grow Pro has noticed that ads with a Zoom gallery screen thumbnail perform well compared to other ads.
- Understand how the pandemic impacts your target audience.
This pandemic is impacting every demographic and person in this country differently. You need to understand your audience deeply, and comprehend how they are dealing with the pandemic. If your target audience is older, your audience will have different concerns and feelings about the pandemic versus a younger audience.
No matter what happens, make sure that your advertising and marketing always stay on brand. I highly recommend trying to help your community during the pandemic, but in a way that makes sense for your industry. For example, if you are a martial arts school, you can offer at-home fitness classes for people who may not be able to go to the gym.
- INNOVATE.
If you do what everyone else is doing in your industry, you will NOT come out on top (although you may or may not have some success.) Companies that thrive during these situations understand their audience, how they feel about the current state of the world, and what kinds of things they would respond to. It is also important to note that marketing in a pandemic is similar to marketing in a recession, but there are other factors you have to consider. Advice that worked during recessions may not necessarily work right now. Take another look of how you could be marketing during a global pandemic.
- Be compassionate.
No matter what business you are in, compassion for your audience is reasonably expected. Be flexible, be empathetic, and understand how deeply this crisis will affect people: physically, financially and emotionally. It is a difficult time, and a little bit of compassion now can go a long way for your customer relationships and reputation down the line.
DON’T:
- STOP MARKETING.
You should not stop marketing during a global pandemic. Companies that market through times of economic hardship tend to fare better after than those who stop altogether. Additionally, it may be cheaper to market than before, considering many companies stopped marketing. When fewer companies are advertising, the price of ads declines, making it more affordable and easier to access more people. Use your budget to fine-tune your marketing efforts, figure out what is working, and conduct more research to understand your potential customers better.
- Say overused slogans like “in these unprecedented times.”
People are sick of them. At the beginning of the pandemic, every brand used a somber tone and phrases like this. It resonated at first, but once consumers were inundated with every brand marketing with that tone, they were over it. Brands have begun to understand this, and alter their marketing to be brand loyal but provide a different perspective.
- Advertise for something illegal/ puts people in danger.
If something you do violates your state’s laws about the pandemic, do NOT advertise/market for it. If your business would benefit from people hoarding goods, do NOT use that angle. Companies that are doing more to protect their consumers and keep them safe than the state mandates will gain a lot more respect and a positive reputation in the long run.
- Spread misinformation.
Refer to the CDC guidelines for information about the virus. Do not spread misinformation in the pursuit of more sales (e.g., understating the risk, claiming face masks aren’t needed, etc.). Saying that the pandemic “isn’t that bad” or that people “are exaggerating” makes your brand look bad, and like you don’t care about the safety and well-being of your consumers.
- Be sales-y.
Now is not the time for the hard sell. You must not look like you are using the pandemic to turn a profit. A way to still make money while not seeming crooked or opportunistic is to provide a service that benefits people, special discounts for essential workers, or a lower price than normal because of the economic situation.
- Find one strategy and stick with it.
You MUST be adaptable. The situation has evolved significantly over the past few months, so you should understand every update about the virus and how it impacts your business. You may find messaging and a tone that works today doesn’t work tomorrow. As mentioned before, many slogans have become overused, so companies adapted to change their messaging with great success.
Key Takeaways
Marketing has shifted significantly from traditional to digital in the past few years, but this pandemic has further proven how essential it is to market online. Companies that did not leverage digital marketing before are getting crushed because traditional marketing cannot work when everyone is stuck at home.
Having a solid internet marketing strategy that encompasses online advertising, market research and social media marketing will be crucial for thriving during and after the pandemic.
If you are not sure if you have the time or experience to conduct your own marketing campaigns, outsourcing to a digital marketing agency like Grow Pro can help you generate leads and have experts stay on top of trends and best practices for you.
Sources:
https://www.bluecorona.com/blog/recession-marketing-strategies/
https://www.socialbakers.com/blog/recession-marketing
https://www.newhope.com/branding-and-marketing/how-not-market-during-covid-19-crisis
