The COVID-19 outbreak has affected everyone across the world with businesses having to close their doors and some having to close permanently. The purpose of this article is to provide you with some advice on how you can adjust your marketing efforts in order to effectively connect with your audiences.
Treat Your Audience Like Family
Everyone across the world knows about the Coronavirus pandemic and over time everyone will either be directly affected by it or know of someone who has been. Therefore, any messaging directed at your audience must be personal & empathetic towards their possible situation.
Here is why:
Customers Want to be Understood
If you are attempting a hard sell, or you are using formal language to promote your company, people will feel like you do not care. You must address people as individuals and show that you do care in order to help build customer loyalty and trust.
Customers Will Remember You
If you are kind and considerate with the way in which you approach your customers and potentially help them with your services, then you will be remembered in the long term for being a business that is willing to adapt.
Change Your Delivery Method
For those people that have a brick-and-mortar business the way in which you usually deliver your services is completely off-the-cards. Therefore, you must adapt and be agile in order to ensure that you can potentially still deliver your services throughout this pandemic.
You must ask yourself the following questions:
- Can you provide your services remotely or by video instead of in person? (E.g. Teachers, Consultants, Fitness Professionals etc…)
- Can your products be delivered instead of being picked up in store? (Retailers, Food, Butchers, Bakeries etc…)
- Can you pre-sell products for when restrictions are lifted? (E.g. Hairdressers could offer a discount on pre-bookings so that they can manage cash flow)
- Are you in a position to utilise your services to help the NHS? This is a great way to utilise staff that you may still be paying, as well as showing that your business is caring. Customers will remember this.
Focus on Your Existing Customers
It is important that you are not trying the ‘hard sell’ right now so it is unlikely that you will be attracting large numbers of new customers. Therefore, you should now be focusing on your current customers. Try to think of new ways that you can continue to service them and ask yourself the following questions:
- What else can you do to help your current customers?
- Can you offer a discount for people continuing to use your services at home?
- Can you offer faster delivery at no extra cost?
- Can you offer a bulk discount for bigger upfront payments?
- Can you partner with another business to offer an improved service?
- Can you expand on what services you would usually offer?
Do not try to Capitalise on the Crisis
This should go without saying, but in any crisis or tragedy you should not try to benefit form the pain and suffering of others. This will completely turn off your customers and may even stop them from ever using your services again. While it is a good idea to keep people up to date with how your business is coping with the pandemic, it is important that you do not portray yourself in the wrong light, no matter how tough this hard time is becoming.
Written By Chris, SEO Analyst.
With 10 years of digital marketing experience, Chris has worked across a range of industries performing digital marketing efforts activity SEO, Paid Search, Social Media & Content Marketing. Clients include Honda, Tesco, Sports Direct, Three Mobile, Cineworld Cinemas as well as 100’s of SME’s.