Brands across the globe are in a unique position right now. The COVID-19 pandemic has drastically changed consumer behavior, which means that brands need to adapt to this “new normal”.
The reality of the situation though, is that brands still need to make sales if they want to survive through this time of uncertainty.
That’s why it’s essential that brands avoid coming across as tone deaf with their marketing campaigns during the COVID-19 pandemic – it’ll leave a lasting impression on shoppers.
So, if you’re just getting started with your own business, or you’re already running one, it’s time to take extra consideration when you’re launching marketing campaigns.
And that’s exactly why we’ve created this post – we’ll cover the most important things to consider when you’re marketing your brand during this unprecedented time.
Let’s dive in.
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Think About Your Audience
It’s always been important to market your brand with your audience in the front of your mind.
But that’s more vital now than ever before. A recent study from Edelman found that “71 percent agree that if they perceive that a brand is putting profit over people, they will lose trust in that brand forever.”
Trust is so important when it comes to business, and the COVID-19 pandemic has people on high alert. People purchase with their emotions, like Steve Jobs famously said: “people buy stories, not products.”
So, think carefully about how you’re currently framing your brand and your products before you launch (or continue to run) any marketing campaigns.
Is there a possibility that you can come across as tone deaf? Is the story that you’re selling too pushy or irrelevant in the current climate? If so, it’s probably a good idea to rethink your messaging.
And, if you do need to hit the brakes on some of your marketing campaigns it’s equally as important to remember that this “new normal” that we’re all in won’t be like this forever.
What’s really important is that you plan your marketing to help your audience feel a little bit more “normal” during this time of uncertainty. Just be honest with your audience – people are searching for honesty right now.
Focus on Value
If you want to succeed with marketing during the COVID-19 pandemic, you need to focus on the value that your products provide.
Why? Well, there definitely isn’t a lack of people shopping online right now.
As we help thousands of businesses to move online, our platform is now handling Black Friday level traffic every day!
It won’t be long before traffic has doubled or more.
— Jean-Michel Lemieux (@jmwind) April 16, 2020
As you can see from this tweet, traffic to Shopify stores across the web is skyrocketing.
That’s fantastic news for ecommerce businesses, because people are now forming new spending habits, and they’re buying things online more than ever before.
The important distinction to make though, is that money is tight for a lot of people right now, so shoppers are focusing on purchasing products that truly bring value to their lives.
So, the focus of your brand, and your products, now more than ever, needs to be on the value that you can provide to your customers.
Go Above and Beyond
People are looking to brands, big and small, to react in a positive way to the ongoing COVID-19 developments.
So far we’ve seen LVMH, the owner of fashion house Louis Vuitton pivot their perfume production lines to make hand sanitiser.
We’ve also seen Nike focus on developing personal protective equipment (PPE) for frontline health workers.
And that’s just a couple of examples. Brands across every industry are going above and beyond and contributing their resources towards helping combat the COVID-19 pandemic.
Now, we’re not saying that you need to pivot your whole offering to something that focuses solely on preventing the spread of COVID-19, but we are saying that you can help (and it’ll help your marketing campaigns convert too).
You could donate a percentage of your sales to a charity aimed at supporting people affected by the coronavirus. Or, depending on your niche, you could even go local and partner with other brands in your community and build lasting connections.
There are plenty of options for you to explore, but going above and beyond during this unprecedented time can leave a lasting impression that’ll pay off in the long run, with just a little extra effort.
Try Out New Channels
It’s a great time to rethink your current marketing strategies.
But it’s also a great time to think about what you’re not doing.
Let’s be honest, there’s a lot that you can do when you’re marketing your brand. And if you’re already taking advantage of paid marketing channels, like Facebook, or Instagram, then maybe you could try out content marketing, free marketing channels, make a blog or YouTube channel for your brand.
Well, content marketing has always been a low budget marketing tactic. But, when you consider that the COVID-19 brand trust study from Edelman found that 85 percent of people want brands to use their power to educate, there’s never been a better time to start.
So, why not explore how you can use content marketing to bolster your brand’s approach to marketing during the COVID-19 pandemic?
Think about the content that will resonate with your audience. What is it about your brand (or similar brands) that they love? What information related to your brand does your audience actively search for? What keeps them coming back for more?
Identify what your audience are interested in, and try to create content that addresses their needs. It’ll build trust with your brand and it can end up landing you some sales.
Monitor The Situation
Now that we’ve given you some tips that’ll help you to make sure your marketing campaigns land during the COVID-19 pandemic, we can’t stress how important it is for you to monitor the situation.
Remember, we went from normal life to this “new normal” within the matter of a few days.
And there will be more changes on the horizon, too. That much is certain.
What’s important is that you stay on top of the developments, and keep an eye out for how your brand, and the people who you’re selling to are going to be affected by COVID-19 in the coming months.
If you can do that, and use the other tactics that we’ve mentioned in this article, you’ll be way more likely to succeed with marketing during this pandemic.
Oh, and try to stay positive. Things will change, but we’ll get through this together.
So, that’s it from us. Is there something else that you’ve found helps your marketing campaigns during the COVID-19 pandemic? Let us know in the comments section below, we read them all!
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