It seems this virus has turned the world on its head. Countless events, jobs and activities have been cancelled, and it seems everyday we get more bad news. Through everything, though some good has come through. We see more humanity in people now, communities are coming together to help and support neighbors, and the world is coming together to fight this virus.
So where does marketing fall into place here? The world has changed, so marketing must follow. This is a time where it seems there is no right answer, and it’s true, there will never be one right response to a situation like this, but we’ve put together tips from our digital marketing experts to help you weather this storm gracefully.
Right now, people are responding to messages of optimism and empathy. The goal in advertising right now is not necessarily to sell, sell, sell, it is to reassure your consumer and show them that you care about them in this tough time.
Messaging that is promoting events too soon or anything showing human contact can come off as tone deaf and inconsiderate.
Every company is sending a mass email to their stakeholders right now with their detailed response to COVID-19. The first couple might have been read, but now, these messages are repetitive and ignored. So, if you are planning a response message, or are doing something to help those on the frontlines, or just have an uplifting message for your consumers, get creative with your delivery.
Use social media ads to promote to your members, go live on Instagram, create a TikTok and share your message in a creative 15 second video. If you want to be heard above the redundancy in this trying time, you have to stand out from the crowd.
Take Advantage of Increased Social Media Use
Facebook reported that Facebook Usage was up 37 percent, and messaging on all Facebook-owned platforms (including WhatsApp, Instagram and Facebook Messenger) has seen more than a 50 percent increase in the last month. The point is, your audience is present and consuming content. Share with them! Post more often with messages that are entertaining, realistic, empathetic and caring. People want to engage now more than ever due to the lack of human contact.
Test Test Test
Sometimes even marketing experts are stumped on what to do. We are in unprecedented times, so no one knows the exact right way to handle things. What we do and recommend to our clients is to start testing. Remember if you are testing advertising, to change only one variable at a time to get an accurate result. Try a few options and see what people respond best to, then run with it or test another variable.
Another key point in testing right now is to remember that the results are applicable in this time only. In other words don’t use this time to test overall strategies to be applied to marketing in “normal” times, as the results will be skewed.
Marketing in this time is changing quickly, so be flexible and unafraid to change your approach or test new strategies. Evaluate consumer responses daily and respond accordingly. Remember ACTIVE is here to help! If you have any questions or would like assistance in your digital marketing campaigns, please contact your account manager.