Marketing withinside the age of coronavirus can sense like shouting into the ether. It’s an extraordinary time for lots of folks (and their enterprise models) to mention the least. Fear, stress, and uncertainty are a conventional tax on all of us.
And yet, there may be nevertheless paintings to do. So, as entrepreneurs and professionals, how can we adjust?
There are 3 important demanding situations you’re in all likelihood dealing with proper now as a marketer — or will face soon.
- Business: For airlines, fewer people are flying. For retail, fewer people are shopping.
- Messaging: Consumer attention is focused on the coronavirus, not your brand.
- Mental Health: As one colleague told me earlier today, “I’m just drained.”
Here is a list of recommendations on how you and your social media team can adjust. Thanks to those who added their insights below.
You might have the least control here. That’s ok. Focus on what you can do and get creative.
1. Keep Calm, Have a Plan
“[Most] business will not grind to a halt from this”, said Scott Monty, Executive Advisor. “If that’s the case, communicate your plan and what alternatives that leave your customers.”
More crisis communication principles from Scott.
2. Focus on Brand
Many social advert parents are seeing a decline in overall performance metrics this week. Consumers are nonetheless spending time on social (perhaps even more), however, they’re simply now no longer shopping for great deal stuff. Outside of groceries and Purell.
You can also additionally want to tug returned on a number of your advert spend proper now. Especially commercials centered on overall performance/conversion. Consider placing assets into advertising that will increase your logo affinity and maintain your pinnacle of thoughts over the following few months.
3. Pivot Your Product
One colleague is seeing a 70% drop in income for his or her retail customers in Malaysia. In response, they’re operating to convey extra of the in-shop revel in online to power Ecomm income. They also are analyzing how Chinese agencies followed those equal challenges.
“Look for methods to install your offerings that make up for face-to-face stories being misplaced at present,” stated Chris Brogan, founding father of the StoryLeader system.
What are you able to do to make your product less complicated to apply at this precise time? Research what your enterprise friends are probably trying out in China, South Korea, or Italy.
First of all, reassess all the content and campaigns you have going out. Down to your customer service response and daily low-lift social media content.
4. Pick a Lane
Imagine the worst coronavirus news is sitting right next to your post on Twitter or Facebook. Does your messaging sound awkward? Tone-deaf?
“Some brands are going to be fine with business as usual, some should keep quiet, some should go into PSA mode,” said Nathan Allebach, Social Media Manager at Allebach Communications.
“A good social content action right now could be brainstorming creative PSA posts.”
5. Scale Back and Keep a List
Adjusting the volume and type of social media content you post is probably a good instinct right now. Give some additional care to the empathy and tone of your social content.
Since there is less attention to go around, don’t be afraid to post less content. But don’t stop coming up with ideas. Keep a running list of those ideas for when things get back to normal.
6. Invest In Trust Content
Consider investing in long-form projects and campaigns.
Trust Content is content that allows you to spend more time and more meaningful moments with your audience. It’s great for building trust in your brand. Which is a good place to spend time right now. Consider creating long-form articles, video series, podcasts, essays, entertainment, training content, and more.
Great execution of trust content are well researched, list blog posts that can act as an authority builder and SEO play. A recent example is Salespanel’s blog post on 50+ Top Digital Marketing Blogs.
7. Adjust Your Social Listening
While social media time-spent is likely going up around the globe, the way consumers spend that time and the types of conversations they have are different during a crisis. How are your customers, employees, and community talking about the crisis?
Zone Hou, a founder of the digital marketing agency Media Volery, recommends a review of this for all in-house teams. “Start monitoring conversations if you have not already, especially if you’re in an industry that’s highly affected. And be ready to activate your internal spokespeople if your brand needs to communicate important messages.”
Social media managers are already in a stressful role, and a prolonged crisis does not help. Remember to check in on yourself, your team, and your industry friends.
And the fact that so many folks are suddenly working from home adds even more of a challenge. To keep things manageable, consider these recommendations for keeping a positive outlook.
8. WFH Plan
Make sure you have the tools and processes needed to work from home (here’s a good tool list from Sarah Evans).
9. Get Offline
Find an at-home workout that works for you. I’m doing more short yoga classes at home. Invest in offline activities that recharge you.
Remember to reach out to friends. Make a phone call (yes, those still work). Use FaceTime. Start a group chat. Ask for help when you need it.
11. Review Your Media Consumption
Set boundaries on your personal social media time and news binging. The coronavirus news is unending. Your consumption of it should not be.
You got this.
If you want any additional strategic support, please let me know. We’ve opened up additional consulting time this month and I’m available to help you work through any challenges you might be having.