Almost everyone is confronting some form of change over the past few months and many industries have revised strategic marketing plans over the past few months in an effort to adapt. Consequently, consumer habits are shifting across many industries. As people are grasping onto the “new normal,” businesses also need to evolve. Strategic marketing efforts are not immune. For that reason, let marketing plans be flexible to support your brand. MARKETING DURING A CRISIS is never easy, but we have a few tips to help you along the way.
1. Shift Your Marketing Strategy
Step outside your comfort zone. Consider using different forms of media in your advertising. This could mean implementing audio and podcasts in your overall strategy to raise visibility and target a new audience. Likewise, a SOCIAL CAMPAIGN could help you branch out. When you take a risk to try something different, your marketing can feel more authentic as a result.
Adopt digital marketing techniques. Many people are spending more time at home, and because of this, it is easier to reach your audience through DIGITAL PLATFORMS. Consequently, there are a few tactics we recommend for your integrated marketing strategy. Include email blasts, retargeting ads, and social media campaigns. Remember, adjust your plans to fit the new ways people are spending time.
Let your message be heard. Be prepared to broaden your audience. Or perhaps you will find a new audience entirely. Optimize your online presence to increase online business to reach your targeted demographic.
Build relationships. This is an opportunity to establish trust. Communicate frequently, respond quickly, and deliver on your promises. Remember to have empathy. You never know what your customers may be experiencing, especially during this time.
2. Evaluate Your Messaging
Messaging in strategic marketing should reflect the current climate. For most brands, the focus isn’t about specific products and services anymore. Instead, talk about how you HELP THE COMMUNITY. Empathy, adaptability, and unity are key traits for brands to embody, now more than ever.
Break away from the noise. Recently, most people have been inundated with brand messaging campaigns. In the current climate, it is important to stand out if you want your voice to be heard.
Be relevant and helpful. Your tone should be full of compassion. People will remember your kindness. Reassure your audience with consistent communication.
Create a short-term plan. As we all know, the situation is unpredictable. Avoid long-term plans and focus on short term results that are beneficial to your brand and create value.
Use social media and public relations hand-in-hand. Align your messaging so your social media and public relations efforts are complementing one another and working together. Avoiding conflicting messages helps to build brand trust.
3. Include Partnerships in Your Marketing Strategy
There are some great examples of businesses stepping up to do the right thing. This should be a key part of any successful marketing strategy, regardless of the industry. If you have stability, leverage it to help others. Whenever possible, distribute excess resources to those in need and unite stakeholders to work together towards common goals.
Connect your clients. WORKING TOGETHER often yields better solutions. Align your brand with nonprofits, healthcare, and government.
Be a role model. SUPPORT THE RULES and recommended practices based on healthcare standards – this crisis effects everyone. Above all, set an example for stability and success.
Collaborate with other brands. This is a tried-and-true strategy. For example, several local restaurants recently teamed up with GOPUFF. While brick-and-mortar stores are closed, delivery is the next best thing.
Be Part of the Solution
Right now, the only way to be essential is to be part of the solution. Because every situation is unique, strategic marketing during a crisis can be challenging. Use an INTEGRATED MARKETING CAMPAIGN to reach your audience, create a flexible strategy and evaluate your messaging. Build partnerships to elevate your brand, generate awareness and give back to the community. Use these steps to move your marketing through a period of crisis in a way that commits your brand to memory, even after this time has passed.