The world of marketing has changed dramatically during 2020, with a shift to local marketing and advertising and a focus on empathetic messaging as a result of COVID-19’s impact on businesses and communications.
Although there’s no hard and fast rule on how to respond in tumultuous times, there are some key things every business can take on board when marketing during a crisis such as COVID-19.
How can you use marketing during COVID-19?
It may feel like a sensitive time to approach new marketing and sales opportunities for businesses, but for many it can be the difference between a business succeeding or failing.
The key is to approach your messaging with empathy – aggressive marketing tactics are unlikely to be successful during these times, especially for items or services that can be considered unessential.
Use evidence and solution-based messaging – for example, many businesses have found long-term leases are no longer suitable for them. Hub Australia offers an alternative solution with flexible workspaces and short or long-term agreements and provides a range of material to inform and educate businesses on their available options.
Put yourself in your audience’s position
Offering meaningful marketing is easier during a time when most people are struggling with the same issues, especially during a period such as COVID-19 with national and global trends, need, and pain points all clearly visible.
Look at the marketing you are reacting positively and negatively to in your own life, and take lessons from it.
COVID-19 has created an environment where people may have more time to consider or reevaluate their purchasing choices, you can find an opportunity to re-educate your audiences on your business’s value proposition in terms that matter to them.
Talk to your current clients and customers
Having empathy and compassion for your customers should always be within your radar – every business works to help its customers fulfil their needs, and that hasn’t changed during COVID-19.
Always start by finding out where your client is right now. You can do this through research, media monitoring, or even just reaching out to your existing customer base for productive and frank conversations.
- What do they need?
- Is this a new need for them?
- How can your business or product help?
- How can you communicate this best to them?
For many, priorities change during a crisis, as pain points are highlighted in new ways. This can offer a business opportunity as new solutions can be offered and created, and communicated through effective marketing and messaging.
Carry these values in your marketing post-COVID-19
Marketing may adapt during a crisis like COVID-19, but that doesn’t change what is at the core of it. By focusing on what the market needs and how you can help solve their problems, your messaging will remain value-driven and clear.
At the end of the day, every business is attempting to contribute a solution to a problem, and every piece of marketing can come back to that single truth.