Marketing during a pandemic has many challenges reaching your audience, effectively tailoring your message in the new world, increasing advertising spend while sales are decreasing. These are just a few of the challenges facing marketers today. Here are several actions you can take now to improve your marketing results during the coronavirus pandemic.
- Analysis Current Marketing
Evaluate what is working and what is not in this new era of social distancing and work-from-home norm. Most likely, what worked before the coronavirus hit is not going to work today. Determine what your top marketing tactics and creative are by, first, looking back on recent campaign results and, second, by testing your messaging and creative in upcoming campaigns. Once you know what works, repeat it.
- Enhance Online Presence
Social distancing has put physical distance between you and your customers interrupting your in-store sales. You can make up this distance by enhancing your online presence with an ecommerce section to your website, adding twitter to your social media or creating a Google Adwords campaign. People, in general and your customers in particular, are spending more time online to stay connected, get chores done and shop for their familys needs. So, go where your customers are they are online and on social media.
- Properly Frame Your Message
As always, it is important, to remember the mindset of your targeted customer at the time they will receive your message. During this pandemic, your customers and potential customers are anxious, fearful and facing economically unstable futures. When creating your message and accompanying graphics keep this in mind to effectively reach your audience and communicate your message.
- Build Customer Relationships
During a crisis, the businesses that adapt and deliver additional value to their customers will, not only survive the crisis, but they will thrive. To be one of these businesses, determine what your top three services are that your customers value during the pandemic and promote these services on social media and in your advertising. For instance, If you deliver your products directly to your customer, advertise this service as many people aren’t leaving their homes during the pandemic and would value free delivery of their goods.
Taking these action steps will improve your marketing results during these uncertain times by focusing on the marketing tactics that work, increasing the efficiency of your campaigns, delivering a relevant message and enhancing your customer relationships.