What’s happening around the world, is impacting us all in various ways. The Coronavirus pandemic has had a ripple effect on the economy forcing businesses to shut down completely. Companies have been forced to reduce the hours of operation. Governing agencies have issued city and statewide shelter in place ordinance to encourage social distancing.
Startups and small business owners that are open, still have to find a way to remain profitable and relevant. The trouble that many businesses are having is finding ways to stay connected to consumers in a way that resonates with them, while being sensitive of what’s happening around us.
The effects of “social distancing” has led social media users to consume more content than ever before. Facebook’s Instagram platform has seen an upsurge of Instagram sponsored posts.
Marketers are finding themselves in a really compromising space. On one hand, products and services have to be promoted and advertised for the company to remain in business. On the other, it’s difficult for some marketers to understand what messaging should be used to promote and advertise the company’s brand and products, without coming across as insensitive. You may have to scrap yesterday’s content to start from scratch with a new digital marketing strategy. Why? For starters, due to the recent events around COVID-19 .
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Your customers are looking for empathy, compassion and sensitivity. From a PR perspective it would be a total nightmare to post anything that is not reflective of that.
It would be wise to tailor your messaging with empathy, extending well wishes, providing uplifting content. Try to be sensitive to consumer’s emotions, including finances. Example, it might not be a good idea to launch a luxury product at this time, or increase your prices.
Companies have laid off employees, hours have been reduced for some employees, people have experienced loss in wages, and small businesses closed down indefinitely. You want to ensure that your messaging doesn’t overlook those who are currently facing uncertainty with their finances.
Here are few content marketing ideas that may help you with your new digital strategy:
Communities across the nation are stepping up in a variety ways to show support of one another. Share how your local community members are helping others during this time. Amplifying community members and their causes shows unity. Your customers are paying attention to what companies are doing during this period.
People love heroes and supporting their efforts. Highlight individuals who are supporting the community. This type of messaging uplifts people’s spirits and encourages many to either get involve in their own communities or support local causes.
Companies still need to generate revenue to remain open. If you’re thinking about launching new products or services, keeping in mind your customer’s financial situation, bundle deals may be an option. Adding a new service or product may make the most sense for price sensitive customers and only if your company has the capacity to do so.
Sharing articles is another way to stay connected to your audience, without having to create content on a consistent basis. Research articles related to your industry. Ensure that the content resonates with your audience. Sharing information boosts engagement and keeps your audience members informed.
One of the great things about Twitter is the ability to converse with like-minded individuals. Twitter can be used as a tool to boost engagement, stay connected to customers and build relationships. Users can build a community around sharing articles, offering feedback, and providing informative tips to followers.
Companies have to remain profitable and relevant, even during these uncertain times. Use this opportunity to enhance your marketing efforts with content that enables the brand to stay connected to consumers.