How to market responsibly during COVID-19

There is no denying the fact that the coronavirus pandemic will test us all.

You’ve probably already seen the impact of COVID-19 on your day-to-day life with events cancelled, working from home and having to juggle home jobs with your work commitments.

While the government has taken some actions to protect businesses and employees during this crisis, marketers and business owners are battling the predicament of how to talk about their products and services in the age of the Coronavirus pandemic.

It seems too easy to hide under a rock for the next 2-3 months, do nothing and hope for the best once this all blows over.

But business can’t stop.

The reality is that we need to keep trading for the sake of the economy and the future of mankind.

But as marketers and business owners, we need to do it responsibly. And not just stop marketing all together. With that in mind, we’ve put together our top tips for marketing responsibly during COVID-19:

1) Adapt marketing campaigns accordingly

Decide what campaigns should be paused, especially ones that might not be appropriate for the current situation. You don’t need to scrap them entirely but think about how you can use them when the world ‘gets back to normal’.

You also need to consider what campaigns to prioritise during this period that are more mindful of the situation and focus on the needs of your customers over anything else.

2) Be personal and approachable

It might sound cliché but people still buy from people, and the more you show your human side during this time, the more your customers will feel connected. You need to lean into human stories, be more personal in your approach and don’t be afraid to show vulnerability.

3) Don’t capitalise on the crisis

If you’re planning to send out a ‘COVID-19 Sale Now On!’, please stop now. The world is currently full of worry and fear and trying to capitalise on the pandemic may result in some short-term wins but you’ve got to think long term. Add value to customer relationships by being informative, truthful and empathic – those are the customers that will still stick by you during and after all this.

4) Showcase how you can help

The fundamental basis of marketing is being able to serve and satisfy your customers profitably. If what you do can support people’s lives whilst on lockdown, that’s the story you need to tell. Even if your product/services don’t directly help people in quarantine, you can still provide value by educating, entertaining and inspiring.

5) Prepare for a post-lockdown world

While we don’t know when this lockdown will end, it is fair to say that the businesses that have been busy planning, being proactive and are looking after their customers will be the ones that are going to come out the other side of this.

Use this time to work on your business and get a plan in place so that you can hit the ground running in a post-lockdown world.

Wishing you all the best during this unusual time.