Adjusting Your Marketing Strategy During a Pandemic
It’s safe to say that your life is pretty different now than it was six to eight weeks ago. We are no longer gathering for family dinners with our loved ones. Our favorite restaurants are closing their doors, gyms are putting away their weights, and CEO’s are now helping to home-school their children.
Just like everything else in the world right now, we’re sure your current marketing looks a little…different. Instead of getting your customers through the doors, you’re requesting they stay home. So how do you adjust? And, how FAST do you adjust?
We’re here to help walk you through what a current marketing strategy should look like as we recover from a pandemic.
Adjusting Your Marketing Strategy During COVID-19
It seems like it only took a few days for national brands to change their messaging once the shelter in place orders took effect. For example, many national companies started to include phrases like “during this difficult time” and “now, more than ever” in their commercials and display ads.
Companies and national brands are struggling with how they can keep promoting their businesses in a way that is empathetic and still produces a return on their investments. In some cases, like many of our medical clients, how can they promote services at all if their doors are closed? We have some suggestions.
Pivot Your Marketing Messaging
“One of the first things you need to make sure you do is pivot your messaging, and quickly,” says Spence Hackney, president of Proclaim Interactive. “This is a time of compassion and support, it’s not a time for a heavy ask.”
We encourage you to release your own “Coronavirus Statement” if your business or your customers were directly impacted by the coronavirus. Make sure you provide clear and straightforward information that the customer needs to know to continue doing business with you.
Moving forward, you will need to tailor your brand’s COVID-19 messaging to who will be reading it, and remember that tone and content needs to reflect the audience and purpose of your message.
Social Media is Key
Now more than ever, your social media profiles are KEY.
“During unusual times, your social profiles are your lifeline to your consumers,” says Ali Molitor, Proclaim Interactive Social Media and Email Strategist. “In more instances than not, people will check your Facebook profile for an update about your company more than they will your website.”
Even though these important updates should be placed on your website, you can capitalize on the popularity of social media and ultimately reach a larger population. Here’s what we suggest you do:
- Post your initial update and pin it to the top of your Facebook profile.
- Share weekly updates.
- Share photos of how your staff is adjusting/keeping customers or patients safe.
- Use graphics and videos.
“We have seen a great return for our clients when it comes to video messages,” says Ali. “Your patients want to see you.”
If you have an update to share, try recording a video message instead of using text or a static image.
Create Your Own Covid-19 Content
During this time, there are very trusted resources such as the CDC. However, it can benefit you to write some of your own branded content related to what it is going on.
Posting an update to your website in the form of a blog describing how you are coping with the situation and how your brand is ready to reopen and get back to “normal” is always a good idea.
If you are a medical practice, write content surrounding your policy changes with titles such as “Policy Changes Post Covid-19” or, if you are an OBGYN, “Pregnancy and Covid-19.”
Having branded content on your website can help show you as an authority and a trusted source of information. Plus, having an article on your site can help your Google rankings for SEO purposes.
Know Your Audience
During a time like the present, you may find yourself talking to an audience you aren’t normally used to. It’s important to know what each group cares about, and honestly, what some groups don’t.
These audience groups include:
- Baby boomers
- Family members of healthcare workers
- Those who have a chronic illness
- Someone with a loved one who has coronavirus
When you know your audience, it becomes easier to target your audience with your content. These topics may include:
- How Can I Protect My Child from Covid-19?
- How Can I Use Technology to Stay Connected?
- What Can I Do About my Anxiety During COVID-19?
- I’m an Essential Worker: How Can I Keep My Family Safe?
This is a chance to communicate tips, best practices, and advice with each of your specific audiences.
Proclaim is Open and Here to Help
We understand the importance for our clients to continue doing business and our role to help them succeed. As clients rise to face new challenges in the coming weeks, we remain committed to providing much-needed support for each unique situation.
“We are here and open for our clients. We know that what happens now will affect the rest of the year, that’s why we are making sure we’re here to help our clients with all of their needs,” says Spence Hackney.
We will continue to help get accurate information out to the public, make sure websites are working well, and help clients make good decisions.