Adapting Your Marketing and Communication Strategies in Light of COVID-19
COVID-19 has already had a major impact on our country’s economy, and it’s likely that small businesses will need to weather this storm for the next few months as we get through this.
With the CDC encouraging consumers to stay home and avoid big groups of people, we’ve seen many small businesses elect to close their brick-and-mortar storefronts for the safety of their staff and customers.
That doesn’t mean that you should stop communicating and serving your audience. Not only is the current situation the perfect time to serve your community, it’s also a great time to review your current tactics and see how you can adapt.
Take a moment to read some tips on how to best adjust your marketing messaging during the coronavirus pandemic. I’ve also included some creative strategies from some of my favorite local brands as examples. Feel free to use some of these tips to implement creative tactics of your own!
Listen to your customer base.
I know that I’m not the only consumer who has received tone-deaf emails from credit card companies or banks in the last week. They sound something to the tune of “We want to let you know that we are dedicated to supporting you during this difficult time. You can pay your bills online!”
What these brands are failing to do is really listen to the concerns of their customer base, think of what their expertise is, and find ways to serve them during this time of uncertainty and confusion.
I’m not saying that you should be giving away all the free things if it would significantly impact your cash flow for the coming months. Your brand can serve your customers and community members by curing something as simple as boredom. Brick Road Pizza Co., a restaurant here in Grand Rapids, Michigan, has begun offering make-your-own pizza kits for pickup in their location. These kits are a great way for families to pass the time and bond with each other while quarantined at home.
Other local pizzerias like Lombardo’s Pizzeria and Vitale’s Hudsonville offer pizza kits as well. I have also seen bakeries offering cookie and cupcake decorating kits that play off of the same idea.
Be helpful, not greedy.
The COVID-19 situation is very serious, but once all of this has passed, people will remember which brands aimed to serve and which brands used fear-mongering tactics to squeeze more money out of people.
Your marketing efforts right now need to be focused on helping your community make the best of the current situation. If you’re a business that typically relies on in-person visits, think about ways you can use technology to continue offering those services, especially if they can be helpful to people right now.
Funky Buddha Yoga Hothouse, one of my favorite hot yoga studios in the area, has been offering free live classes on their Facebook page. This is an awesome way to continue serving their current customers and give a taste of what they offer to non-customers as well.
Another awesome yoga studio offering free live videos of their classes is AM Yoga, who is incorporating positive messaging in their recent social media posts as well.
Go virtual.
Small businesses that sell goods are quickly adjusting their strategies to focus more on their web stores. While many states have discouraged retail shops from staying open, it’s still perfectly safe to order goods online to ship to your house.
Dime & Regal, my favorite local handmade goods store, thought of a creative way to encourage their customers to buy online by holding a daily (virtual) scavenger hunt. They post a clue of a particular product on their website, and visitors that guess the product correctly receive a prize.
One thing that makes this tactic so ingenious is that it not only drives more traffic to their online store, but is a great way for the brand to engage with its customers and break up the monotony of being cooped up inside.
Stay positive.
Again, attempts to ensue panic in your customer base will not end well for the reputation of your brand. Positive, helpful messaging will land well with your audience, even if you sprinkle in a bit of (tasteful) humor.
Bit Baking Co., a local vegan bakery, started offering vegan “Quarantine Survival Kits” with free shipping to those that ordered on their website. Here, they’re playing off of families that are feeling a little “stir-crazy” while staying at home with the kids.
One important thing brands need to be aware of is that many people are scared for their health and that of their loved ones right now. Jokes about the severity of this virus would be seen as tactless, so make sure that any jokes you incorporate in your messaging are in good taste. Just use your best judgement.
If you’re not sure how to adjust your marketing messaging at this time, I’m happy to help. Sign up for a free 30-minute consultation below!
Hi! I’m Jennie.
Thank you for visiting my blog! I write about marketing tips for small businesses and how to succeed as a female professional. I write from experience about the things that I love.