The COVID-19 pandemic has turned every aspect of our society upside down. To best manage these changes, companies have had to adapt: organization, supply, working conditions, distribution methods… But that's not all; marketing has also been deeply affected by this health crisis. Are you still having difficulty adjusting your communication? Do you want to adopt responsible marketing in times of the COVID-19 crisis? Follow these 5 tips to achieve this:
1. Optimize your marketing budget
In a period as difficult as a health crisis, it is wise to review your priorities, especially in terms of budget. Indeed, if your business generates less income, it is better to reduce its expenses. You can then act at the marketing level.
It's about continuing to communicate to keep your brand visible, but doing it differently. In this case, by favoring inexpensive or even inexpensive marketing actions. Even if your target audience is consuming less during the pandemic, it's important to stay visible so you don't lose interest and loyalty.
For example, keep posting to social media and posting blog posts. But take a break from your big marketing moves, like big-budget events or super-expensive ads.
2. Show your involvement
If you have the possibility, it is also recommended to take concrete action to improve the current situation. Here again, the idea is to promote your image of your brand, especially in a context where the public feels powerless.
For example, you can donate equipment or money, lend staff with key skills or set up practical services for your customers. We are thinking in particular of home delivery and on-site collection, two services that have exploded in recent months. By offering the possibility of ordering by telephone or online, you improve customer satisfaction, while increasing your turnover.
Another way to show your commitment during the COVID-19 crisis is to distribute protective equipment to your customers, employees or business partners. Think especially of the mask personalized with your logo, an accessory that has become essential for everyone. In addition to being very practical, it will allow you to display your brand and thus reinforce its visibility.
3. Adjust your marketing actions to the situation
Then, it is relevant to review your actions and marketing messages during this complicated period. If you had already planned your future communications, take the time to adjust them so that they better correspond to the current context. And don't hesitate to postpone or even cancel certain operations that may be badly perceived (or even impossible to carry out, for health reasons).
For example, it may be better to postpone the launch of your new product to a later date. And if you've planned an event with your audience, how about hosting it online instead of canceling it?
Additionally, consider the impact of events and the emotions of your targets. Remember to communicate in a positive, motivating and encouraging way, in order to support your audience. Showing solidarity and enthusiasm will help spread a positive image of your company. Be careful though, you must carefully balance your messages so as not to appear insensitive, unconscious or unreasonable. You have to show that you understand the stakes of the situation, and that you are there for your audience.
4. Focus on your most loyal customers
Our fourth tip is to strengthen your relationship with your most loyal customers. On average, they spend more than other customers, buy more frequently and in larger quantities. Moreover, according to Pareto's law, 80% of your income comes from only 20% of your customers. Even if the health crisis has significantly reduced your sales, it is your loyal customers who will make your business thrive when the pandemic is finally over.
Here are some tips to maximize your relationship with your privileged customers:
– Boost their social media engagement – Offer discounts and promotions- Offer freebies – Adjust your e-mailing campaigns – Improve your online store
5. Optimize your content marketing
Finally, your audience is uncertain and needs reassurance. You can help by improving your content marketing. The objective is to answer the current questions of your customers.
If needed, start with an audit of your content: social media posts, homepage information, latest blog posts, etc. Are these contents topical or consistent with the current situation?
Next, think about the types of content that would be useful to your customers today. And if you have relevant information to add or update, do not hesitate to re-edit your old content to update it. You can even reshare old useful content in this time of crisis. Examples: articles on working from home, stress management, personal motivation or the best toys to entertain children at home.
In addition, also provide all the relevant information: delivery times, in-store collection conditions, potential delays, procedures ensuring the safety of your customers and employees, etc.
These 5 marketing adjustments are ideal during the current health crisis, but you can also apply them during any difficult period for your business. In general, you need to stay flexible and consistent, both with your marketing strategy and with your audience.