Fox + Fleur founder Stefanie Reilly offers her thoughts on marketing during COVID-19.
If you’ve recently hovered over the ‘post’ button on social media or wondered whether you should be sending that PR pitch, you’re not the only one.
There’s no rule book when it comes to marketing during a global pandemic.
While your marketing strategy doesn’t need to be scrapped altogether, it will need to change.
To ensure you’re staying relevant and not missing the mark completely, here are six things to consider before communicating with your audience.
Promote your business if it’s adding value
Many people are doing it tough right now – both mentally and financially – so empathy and tact should remain at the centre of your marketing and communications strategy.
First, take the time to look at your brand offering and make a list of what is going to be helpful for your audience right now.
Is your product going to help with the boredom of isolation. Will your NGO or charity benefit an audience directly affected by the pandemic. Is your new dish now available for delivery or can you collaborate with a likeminded brand?
If you’re clever, one idea can quickly transform into a blog article, a series of social media posts, an email marketing campaign and potentially even some publicity.
Think about the wider story here and also consider the timing. Restrictions are changing daily so make sure you keep up with the news to ensure you remain relevant.
Expand your content strategy
If you’re in an industry that simply isn’t able to sell right now (wedding photographers, makeup artists, event centres and so on) now is the perfect time to expand your content strategy.
Position yourself as an expert in your area, give your audience tips for doing their makeup at home or write a piece on how to get comfortable in front of the camera on your special day.
Share posts on Instagram of people or products that inspire you. Use the themes of your brand to connect with your audience without selling. In short: get creative.
Don’t look like you’re going to profit
If you’ve recently revamped your offering in response to the pandemic or teamed up with a charity or likeminded brand to offer something helpful, PR could be a great avenue to generate awareness.
The key is tact.
Journalists are always looking for stories on thought leadership or feel-good pieces, but make sure what you’re doing really is newsworthy either on its own or as part of a larger story. The last thing you want for your brand is to be viewed as profiteering from a crisis.
Anything that’s not relevant right now should be shelved for a later date.
Do not stop engaging
If you’re open for business, do not stop posting!
In fact, even if you’ve had to close your doors there are still opportunities for content. Remember, you’ve spent months if not years building a loyal following, so don’t abandon them now – even if that means reducing your posts to two or three a week.
Double check your social media imagery and re-think your language
Spend some time revising your scheduled content and avoid posting anything that promotes socialising or spending time out of the house – unless it’s considered necessary.
Remember: your social media should always reflect what’s happening at the time, so promoting groups of people catching up for a picnic will come across as tone deaf unless you’re promoting a ‘throwback’ or a ‘when this is all over’ post.
Be real. Don’t ignore the fact that this pandemic is not good for anyone
Don’t be afraid to show emotion with your audience.
A brand that is able to humanise and share what’s happening for them is more likely to resonate with their audience over a brand that doesn’t address the issues.
Upload some posts about your staff working from home, share humour while you’re navigating a completely new business model. This is also a great opportunity to fall back on your brand pillars and express your values and purpose.