Marketing in times of crises
In times of crises, we try to keep the business up and running – but of course, there are some major changes that need to be implemented. This is also the case for your marketing activities. So what marketing strategy should you actually follow in a situation like this?
Focus on your existing clients
Well, first of all, don’t just stick your head in the sand and continue with your standardized marketing activities. If you were planning to get more customers the next weeks and you’re not in the ZOOM, Netflix or Campbell business, you better re-think that strategy right now and focus on the customers you already have.
Align your Marketing strategy to the market
This is a situation nobody could prepare for but it definitely needs proper planning and an appropriate approach. And no, we are not talking about crappy corona beer jokes or xenophobia. We’re also not saying that every post should be corona related – there’s enough of it already. What we do want to say is, that you need to make sure that your marketing strategy aligns with the current emotions in the market – and that’s great concern.
Your customers will spend more time on Social Media
So, next to buying toilet paper and pasta, there are not many people willing to spend much money in the upcoming weeks. And that’s why you have to get the most out of every penny spent on your marketing. You should focus on the customers you already have and make sure you keep them at ease. Don’t just reduce your marketing activities but adjust them – consumers won’t reduce their social media activities, either. Quite contrary, their usage will increases. Time for some “crisis-marketing”.
So, what should you do?
- Be informative: Don’t jump on every new coronavirus update just to get more reach. Focus on industry information that is relevant to your customers.
- Be transparent: Tell your customers about the impact the current situation has on your business. Make sure your customers know what to expect. Production bottlenecks or even lay-offs? Slower shipping times? Mention it all.
- Be supportive: Now more than ever is the time to show you care for your customers – they need it right now. Ramp up your customer service and make sure your customers feel calm.
- Be in control: Show that you are taking measures to support the health of your employees while keeping the business up and running.
So, how should you do it?
- Send out E-Mail newsletters with updates about the current situation in your company (measures taken, bottlenecks etc.)
- Pro-actively mention that your customer should reach out to your customer service
- Adjust your posts to target your current customers and change CTAs accordingly
Now go and create some awesome content for your customers. Or reach out to us if you need help or have questions!