How to adapt your marketing strategy in times of uncertainty

Wow. What a year the last couple of weeks have been. COVID-19 has taken over. There’s a lot of stress, worry and uncertainty around right now – both personally and professionally. While I’m not a health expert and can’t comment on the medical situation, what I am is a marketing expert with extensive experience in reactive and adaptive marketing. So, for all you business owners/marketing folks/freelancers out there I’m here to provide you with some guidance on how to pivot, adapt and keep on track during this turbulent time.

The first thing to do is to ask yourself three key questions:

  1. What do you want your customers to feel?
  2. What do you want your customers to think?
  3. What do you want your customers to do?

From this you can work out where you want to head with your content & distribution.

Let’s start with how you want your customers to feel – let’s face it, right now, this may have changed from your usual tone/strategy. Building an emotional connection with your customers/followers (I will use these terms interchangeably) is the best way to ensure retention and attract new customers. People love relatable content and content that makes them feel good. For me, it’s about giving people hope and some positivity in their day – I want my clients/followers to feel confident and sure that there is a future past what we are experiencing right now.

Now, secondly, what do you want your customers to think? Again, in the context of my own business, I want my followers and clients to think they have the power to get through this. I want them to think that they have the strategy to go forward, connect with their customers and I want them to be thinking about the opportunities they have.

And finally: what do you want your customers to do?  I want my clients and followers to adapt their marketing strategy, reach out for help where needed and have confidence in adjusting their content tonality. 

Once you know the answer to these questions you can adjust your content and distribution channels accordingly. For example – for me right now it’s not about acquiring new paying clients it’s about inspiring confidence and helping struggling business owners/marketers. Therefore, with my content, I aim to provide positivity and tips for adjusting in this weird period. I’ve opened my doors to free consultations to work with my clients on how they can continue to build connections or a following base whilst not being physically open for business. For gyms/personal trainers this means focusing on building an online rapport with people & understanding opportunities to virtualise their services.  For coffee shop or restaurant owners – it’s helping people to re-create their favourite beverage or meal in the comfort of their own home, providing comical relief and keeping the conversation going for when business re-opens. It varies per business but the underlying principles are the same – think about what you want your customers to feel, think and do.

Once you’ve established the above, you can focus in on your channel strategy. Figure out which channels or tactics leave your brand at risk and pull back from them. For example – ensure that you are not monetising against any negative content, don’t be at risk of sharing fake news or information that is not validated by professionals. Be careful not to comment on areas that you don’t have the expertise in – authenticity and integrity are key. If email plays a key part of your strategy then assess whether the tone or content needs to change here.

Do share how your company is reacting to the situation – keep your customers up to date. This isn’t about switching off your marketing, it’s about being sensitive to the situation, your customers and understanding your role in this.

If you want someone to brainstorm with, provide advice then Pink Digital are open! We’re offering free consultations and advice until the end of April 2020 – get in touch via the form below, or if you’d rather, drop us a message on social.

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