5 mindsets to adapt your marketing strategy to the current crisis.

marketing strategie coronavirus

If you are an entrepreneur or a small business, you have most likely been strongly impacted by the financial crisis linked to the coronavirus.

We all have the same question in mind: when is this going to end? And the truth is, no one knows. One thing is certain: it is going to end. So let’s be positive and find some opportunities within the confusion.

Below are a few points of reflection that you may want to think about with the aim of 1) shifting our perspective on the current context, and 2) cultivate the soil for long term conversion after the crisis.

1. BE CREATIVE

A great way to adapt yourself to a new situation is to let our creativity run free.

We are facing challenges that we have never faced, so let’s find solutions that we are yet to explore! The current climate provides us with the option to approach problems with a new lens, based on the current constraints.

How do you currently sell your products? Is part or all your business accessible online? If not, have you thought about how online activities could support you during the down period?

If you are already operating online, have you thought about strategies to grow your brand awareness, or maybe even your online sales? Could you offer a new online product or service?

Try something new! The point is, now is the time to find new paths and opportunities for your business to keep operating during this period and grow stronger after the crisis.

2. BE SOCIAL

More than ever, we feel the need to be connected! Extra home time gives us the opportunity to stay connected with family and friends, perhaps even reach out to an old friend!

Have you thought about getting in touch with your customers? How is your Social Media game?

Now is the time to engage even more in conversations with existing and potential customers. By providing value and care through interactions, you are supporting the community. Genuine empathy can take your relationships with your customers to a higher level of trust and connection.

If it stays relevant to your brand, you can even change your tone and your content to be more casual and personal. How could you further bond with your audience?

As you engage in conversations, you may also generate social proof. Experts, users, clients… what are they saying about you? How could you build trust around your brand? Who should you start a conversation with?

3. BE GENEROUS

Listen to your audience, how can you help them?

Behind each business, there is a community. And behind your community are humans. We’re all in this together and it is crucial that we support one another.
For example, companies like LVMH and Monin have started producing and distributing hydroalcoholic gel for free to help to the community.

Think about what you can do at your own scale. What are you good at? How could this help your community? Be altruist and selfless and you will allow people to connect with your brand.

4. BE VISIBLE

It’s no surprise: everyone is spending more time on their computer, their phone or their tablets.

Whilst your customer is browsing from their sofa, can they find content from you? Do they engage with it? How’s your online presence?

Since we have more time up our sleeve, why not use it to review our content? Update existing content and create new pieces of content, check and improve our SEO, start or keep blogging to educate around your product or services. The options are endless, how can you be noticeable?

5. BE ANALYTICAL

Let’s take a step back and make adjusted decisions.

Now is a good moment to sit down and look at our data reports. How were you tracking before the crisis? Where are the major impacts of the crisis on your business and your strategy?

Do you see some of your channels struggling more than others? Could you adapt your cross-channel strategy to react better to the current situation?

Staying home has changed habits, consequently shifting the way people engage with brands. For example, I have observed changes in social media behaviours for a brand I work with: customers engage at a different time of the day and react to a different type of content.

Another example, if you are currently running ads: conversion across most industries is taking a big hit, so it may be complicated to keep running your conversion-focused campaign. However, could it be a good time to run a brand awareness campaign? Your customers spend more time on their screens, and with the decrease in advertisers you will likely have less competition.

As budgets are reduced, it is very important for us to find out which channel will provide the best ROI, so pick wisely! Look at your dashboards, analyse the situation and think about tailored solutions for your business.

These are just a few options available, of which I would love to do my part. I have enjoyed supporting others with ideas and strategies to navigate this tricky period. If you would like to have a chat around how to go online or adapt your marketing strategy, don’t hesitate to send me a message and we can come up with some ideas around how to best approach the situation!

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