Future ProofThe most important thing to remember is that this isn?t going to be forever. A lot of people are cutting non-essential spending and questioning whether marketing should continue. Regardless of how the pandemic is affecting your business, marketing should always be the last thing to be cut, to keep you present. The goal is to put yourself in the same, or even better position coming out of this situation. For example, if business is slower, now could be a good opportunity to put more time into SEO and climb the rankings ahead of your competition whilst they are sitting back.
Have a strategyAt any point in business, your marketing should have a strategy, but this is important now more than ever. Whether it?s a crisis management plan or reworking your original marketing ideas, everything must be carefully considered. It?s also worth noting every element of your strategy must be in place to make sure nothing is forgotten. For example, PPC campaigns can be easily overlooked as they can run themselves.
Don?t ignore itThe pandemic is happening. Your clients, consumers and employees only have one thing on their mind right now and that is their health. You need to show that you?re listening and that you care. With all of the uncertainty happening, many businesses are holding back from touching on the topic, but people who follow your brand will be looking to hear your news and know what you?re doing to get through.
Be sensitiveIt?s always important that you keep in mind the severity of the situation. This goes without saying but people?s lives are being dramatically affected by coronavirus as they are worried about loved ones and what the future will look like. You need to tread carefully and sensitively. It?s important to be positive and spread goodwill with your social media platforms, rather than crack a joke and share memes, share some good news or inspiration to your followers.
Don?t profitThis may seem counterproductive as the point of your marketing efforts is to increase sales. However, following on from the previous point, you don?t want to appear to be making money from the situation. For example, some companies are hiking up prices of essentials that they know people are desperate for. In the long run, good company morals will put your brand in a better position than a small hike in profits will.
Be positiveYou may adjust your strategy and sales may drop but this is because fewer people are buying right now, so they are likely to still be higher than they would have been if you hadn?t adjusted things in the first place. At times like this, it can be hard to see a way through and see how your business is going to grow. However, this is why you need to market harder than ever, to come out stronger and weather the storm.
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