Marketing During a Crisis
Olivia Roehm | Account Executive
Crisis times are uncertain; no one likes it, but marketers get through uncertainty every day. It’s all about testing, optimizing, trying again! Because of our natural adaptability, we shapeshift into an emergency relief team during a crisis.
This is fantastic, and we’ve loved seeing the communities of all industries come together. Crisis will pass eventually, though, and we need to consider how to support others in this time as well as think ahead to how we will regain our normal business routines.
So, how do we do this for ourselves and our clients? What goal should we be after when making public statements on our websites, social media, and emails?
Leadership.
Our main message should be that we are here for each other in these times and we will continue to be here for each other past the crisis. Keep investing in your presence now, and you’ll come out stronger on the other side.
Here are some top ways to keep up your presence in this time appropriately and build your thought leadership credibility with your consumers.
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First, don’t be silent.
- Review your current planned social media posts, decide to postpone some now, and develop new messages showing how you’re providing emergency support and resources to your employees and customers. Be vulnerable with your goals through and after the crisis.
- Ask your customers what they need – offer opportunities for engagement.
- Maintain or increase your presence in local and industry media outlets
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Leverage your friendships.
- Reach out to your business partners – find out what tips and tricks they have for addressing these times and see if they have insights into the market that can help your forecasting.
- Now is the time to jump into your professional LinkedIn and Facebook groups to ask for ideas from your peers.
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Jump ahead of lagging competition.
- Consider doubling down on marketing now, when competition might be scaling back. Depending on your product or service, you may have a number of opportunities to offer discounts, support relief funds on behalf of your customers, adapt your offerings to adhere to protocols, and really show your customers you care to be there for them!
Regardless of what you decide to do during this crisis time, the crisis will pass. Once it has, what will be your business’ status? Will you have lost visibility, sales momentum, staff, perishable product, launch timelines…? So, looking ahead, what is it you need now?
Talk with your partners, your vendors. Ask them how they can support you during the crisis so you are both stronger on the other side.
*The author and business absolutely endorses following protocols recommended by health officials, and/or emergency requirements issued by federal, state and local governments.
