The coronavirus pandemic has clearly had a disruptive effect (and definitely not the good kind) on a number of industries and fields. Marketing is no exception.
This isn’t meant to worry anyone. On the contrary, due to the sudden changes many businesses have had to adapt to, in the coming years, they’ll rely on marketers to help them promote their goods and services in unique ways for unique circumstances.
Their marketing strategies are more likely to be effective if they keep certain key points in mind. Whether you’re a marketer serving another company, or you’re simply marketing your own business, the following are crucial tips that will help you succeed as a marketer during the coronavirus pandemic.
4 Essential Marketing Tips During the Coronavirus Pandemic
Bring People Together Digitally
The current pandemic has already forced many people to stay in relative isolation to limit its spread. There’s a good chance this trend will continue to rise before it decreases.
Thus, people are going to look for opportunities to socialize with others in the digital realm. You can give them those opportunities as a marketer. For instance, thanks to the experiential marketing trend, many businesses and organizations now promote their services by organizing branded events for potential customers to attend.
That’s obviously not an option when your customers may be trying to avoid large crowds of people. However, thanks to online virtual event platforms, you can adjust your strategy by planning branded events customers can “attend” via their computers.
Adjust Your Budget
As the above point makes clear, you may need to make some changes to your overall marketing strategy due to the coronavirus pandemic. This will likely involve re-allocating your budget. With more of your customers in isolation, you may need to prioritize digital marketing channels over others.
Emphasize Valuable Content
Anyone who has already spent a few days or weeks in isolation due to the coronavirus pandemic knows being stuck indoors can start to get quite boring. People are coping with the sudden change in lifestyle by consuming large amounts of content they can access online.
Remember that when developing your content. While it’s always been important to provide your customers with valuable content, given the current situation, you need to consider what type of content you can offer that will specifically help people adapt to their circumstances. This might take the form of entertainment or practical advice, for example.
Be Genuine
Again, while marketers will still play an important role during the pandemic, it’s understandable if you’re feeling a little stressed and concerned right now. You’re not alone. Thus, while you certainly don’t want to spread negativity and fear, you can reflect on your own feelings when developing marketing content. Both you and your customers are going through the same global experience. Connect with them on a genuine level in your campaigns.
Of course, the essentials of marketing still apply. It’s still smart to monitor your channels and campaigns to determine which deliver the strongest return on investment. You still need to automate when possible to save time. Just remember that changing your strategy for the times is another way to ensure your marketing efforts remain successful in the age of the coronavirus.