Your Coronavirus Marketing To-Do List
We’re back with more helpful guidance on marketing during the COVID-19 Pandemic. In our blog series so far, we’ve looked at consumer behaviors, talked about messaging and spotlighted the need to be responsive to change. But in Part 3, we’re taking action! Review these tips for actionable steps you can take to better position your business during the Coronavirus crisis.
1. Reflect a Commitment to Social Responsibility
This pandemic has given consumers good reason and more time than usual to focus on the values of the companies they do business with. They’re choosing to align more closely with businesses that share their own beliefs and interests. And with a growing number of people in need across the nation, corporations are expected to step up to the plate.
Remember, branding has evolved. It represents many intangible elements and reflects your company ideology. Your brand identity helps humanize your business, making it more approachable and inviting to your audience. An excellent way to develop a winning brand strategy is through purposeful branding.
Help your community however you can. If you haven’t already, adopt a commitment to social responsibility, and be sure your actions reflect your words and messaging. The ideas and tips in this blog can help you accomplish these goals.
2. Place More Value on Generosity and Kindness than on Profits
Now isn’t the time for hard selling. Don’t overwhelm your audience with assertive product pitches and calls to buy. Use soft language, instead. Pivot to building a relationship with your audience and establishing a reputation your company can be proud of in these challenging times.
If possible and relevant, consider taking some of these actions:
- Offer longer free service trials.
- Extend coupon redemption periods.
- Sponsor food drives or PPE giveaways.
- Donate food to healthcare workers and other front line responders.
- Waive subscription or cancellation fees for the short-term.
- Offer a service or product giveaway to groups who’ve been hard hit. For example, U-Haul is providing college students free self-storage for 30 days.
Avoid the following:
- Offering steep discounts or price slashing. You risk setting up future expectations of unsustainable low pricing.
- Special discounts for in-store purchases. Don’t encourage consumers to leave their home to come into your store when delivery or curbside pickup is available. So, skip that “not valid for online orders or delivery” exclusion.
3. Create Valuable Content
Content creation is a great marketing tool anytime. During the pandemic is no exception — it simply requires carefully selected and curated content for maximum impact. Here are a few things to spotlight and a couple to avoid.
- Create an FAQ page that answers questions uppermost on customers’ minds.
- Communicate changes clearly and honestly.
- Let consumers know if they may experience delivery delays.
- Be upfront about out-of-stock products.
- Don’t over-promise or offer what you can’t deliver.
- Offer a data capture option (i.e. email address) for those who don’t want to buy now.
- Avoid images showing travel, large groups, hugs, hand shaking, and other activities that don’t align with social distancing.
- Support customer engagement through technology — live streaming, Insta Live and virtual experiential marketing like AR/VR.
4. Spread SEO Across Multiple Channels
Don’t limit yourself to a single channel or mode of delivery. Spread your messages and share helpful, insightful information via many channels. This may include your website, social media, blogs, emails, even paid ads.
As always, Search Engine Marketing is here to help you meet your marketing goals with branding, advertising, SEO, great websites and other effective tools. Please reach out if you want to learn more about our services.