With the coronavirus taking the world by storm, business owners and consumers everywhere are panicking. While grocery stores are struggling to keep their shelves stocked, other businesses like restaurants and bars are being forced to shut down. Crisis marketing is critical for all businesses right now.
If your business has been forced to close, you may think that there’s no point in continuing to market your services online. This is a common misconception.
In fact, if you want your company to reopen after the crisis is over, it’s critical that you continue marketing–and with a special strategy.
Communication is key to crisis marketing.
The most crucial piece of advice that we can give you is:
Don’t think about today, rather, think about how you want your company to be perceived once everything goes back to normal.
However, this does not mean to ignore the current crisis. The last thing you want is for your customers to think that you don’t care or are taking advantage of the current situation.
The copy and creative you choose to communicate with your customers must be strategically worded. The key is to stay at the forefront of your audience’s mind without looking like you’re benefiting from the global pandemic. There are a few different methods you can use to do this:
Social media posting
Platforms like Facebook, Instagram, Twitter, and LinkedIn are ideal for pushing out brief updates to your followers and interacting with your customers. If you are not on social media, now is the time to sign up–regardless of your industry.
Email marketing is the perfect middle ground between social media and blog posting. Sending out a mass email to your email list is a great way to reach out to your customers directly and stay at the top of their minds.
Having a blog is one of the best ways to communicate with your customers. This is the perfect way to answer any frequently asked questions and post long-form content addressing the new changes you will be making.
Regardless of the avenue you choose, you can stay relevant by discussing what you’re doing to help your community, employees, and customers. Create content, whether on your blog, social media, or through email (preferably all three), detailing how you’re being proactive, what you’re doing to flatten the curve, updating customers on your new store hours, as well as discussing sanitization efforts.
Crisis marketing sets a positive example.
It’s no secret that times are really dark right now. The majority of our country is sitting in their homes, quarantined, and riddled with fear. But, your crisis marketing can set a positive example.
It’s hard to focus on the positives at a time like this, but now is the perfect opportunity to be the light for those sick or stuck at home. In your content creating efforts, make it a point to only focus on the good things. For example, using this time to publicly thank all of your customers and employees will surely bring a smile to their faces.
Laughter is the greatest medicine.
Going live on Instagram or Facebook and providing entertaining content is another great way to spread the light. However, be sure to avoid any comments or jokes that could be deemed as insensitive.
Wendy’s sets a great example on Twitter, sharing a link to their Twitch URL and telling users to come hang out with them online.
This is an ideal time to instill trust in your consumers, and you can do so by showing that you care. The content you’re putting out now should be centered around helpful and useful information, rather than marketing your products or services.
Crisis marketing special offers
The last thing you want to do in times of crisis is ratchet up your prices. Instead, show your customers that you’re there for them and understand that many Americans are unemployed right now.
For example, many restaurants that are still open for take-out and delivery are waiving delivery fees. Wendy’s is even offering free frosties with every drive-thru order. On a larger scale, companies like Ford GM and Louis Vuitton have large warehouses that are currently out of commission. These companies are offering their spaces for the production of medical equipment and hand sanitizer.
Because the majority of Americans are sitting at home on their phones right now, engagement is likely to be higher than ever. If you do decide to offer special deals or discounts, make sure to let the public know by sending out emails, creating blog posts, and posting on social media.
While your sales will likely fall in coming months, implementing a good marketing strategy now will inevitably help you in the long run when things return back to normal. We encourage you to be mindful of your own personal sanity as well, and look for the light at the end of the tunnel.
We’re here for you. For more crisis digital marketing tips and tricks, check out the Bizzuka blog. Stay safe out there, and wash your hands!