Marketing during a crisis can feel… weird. You need to make money. But you also don’t want to come across as crass or insensitive.
Plus, you genuinely want to keep the relationship with your customers going. And to help in any way that you can.
What to do?
Ask yourself the same question you would in normal times. What kind of content is most likely to resonate with my clients?
That means asking yourself what they are likely going through right now and tailoring your content to that.
Do you deal with a lot of parents? They’ve most likely got their kids home right now.
Is your clientele on the higher end of the socioeconomic scale or the lower end? Far more workers at the lower end have lost their jobs or are considered essential workers and putting their lives on the line.
While there will be specific nuances based on your particular audience, here are four things you can do to make sure your business content connects with your clients right now.
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Four Tips for Effective Marketing During a Crisis
No one really wants to interact with a nameless, faceless company right now. And everyone is doing the “we’re all in this together” refrain. But if you can highlight a personal story that ties back in to the business, people will be far more likely to read.
Obviously, you don’t want to get too personal. But a little window into the humans behind your business can make a big difference.
This is a big one.
For some businesses, this will come naturally. For example, if you’re a lawyer or therapist, you’re likely already offering advice regularly – both in your work but also in your marketing through blogs, newsletters, and social media.
Even if you sell t-shirts, though, this can work. Post on the best ways to get stains out. Or how to know your size. Or how to make shirts last longer.
And just about every business can get in on this last one: share productivity or stress relief advice.
With so many stuck at home, people are hungry for this type of content. Find a way to tie it to your business and you’re set.
Create a Contest
Invite your customers to participate in a contest.
Most creative use of your product. Ideas for a new product name.
If you can afford to do so, offer a prize or discount.
As a nice bonus, you can even have people vote on the winner at the end.
If you decide to go this route, check with a lawyer to ensure your contest rules pass muster and that you have the right to share the final content in the way you want.
Be a Resource
How is this different from offering advice? Because here we’re talking more about keeping up with the latest changes. And then communicating those to your audience.
If this is COVID-19 related, make sure it’s specific to your industry or audience to differentiate yourself from the news outlets already inundating people with stories.
Above all, you want to avoid sounding businesslike or salesy when marketing during a crisis. The last thing most people want right now is to be sold something. Instead, offer something. Show them that you value their business — and why they should value you.