Coronavirus forced everyone to re-adjust their marketing strategies for 2020. If you can still acquire prospects, even amidst the COVID crisis, you’re lucky. Hundreds of thousands lost their jobs, and many businesses closed for good.

Different industries have been affected in various ways. The hospitality industry was hit incredibly hard, yet there were still many positive stories about hospitality during the pandemic. For those industries that remained open, many adjustments had to be made.

Marketing during Coronavirus is tricky, and everyone struggles to find the right balance. To help you stay afloat, here are a few clever, practical digital marketing strategies to help now and later.

1. Build Relevant Campaigns 

Campaigns you planned earlier in the year may no longer fit. Sadly, you must figure out how to make them relevant to the coronavirus crisis or start over. 

Otherwise, you risk losing the attention of your followers and clients. The pandemic also works as clickbait. Even if articles aren’t validated, people will still click on them. Therefore, your content should address the problem without misleading you. If you’re struggling to build COVID-centered content, here are a few ways to do it:

If your business offers services, provide how-to videos, tips, and content regarding the situation, best home-office practices to boost productivity, how to keep the team connected, etc.

In terms of retail businesses, many clothing brands changed their strategy to offer a gift “a free mask” with purchase. It’s not a lot, but it shows some support. Also, there was a period when masks were literally sold out. So, that was definitely good motivation to make people convert. Also, if it works for your brand, prioritize elements that can be used at home.

2. Pausing or Postponing New Projects

Whether it’s an entirely new project or campaign, consider pausing it. If the concept doesn’t revolve around the crisis, it might be less effective if executed right now. People’s lives were drastically changed when the virus started spreading across continents, countries, and cities. 

People cut back on spending money on things they don’t need. This is specifically true for luxury goods and services. While examining your present marketing strategies, you may spot something with potential. When you do, grasp the moment and prioritize or pivot it.

In these days of uncertainty, it’s essential to remain calm when communicating your message. When you’re a brand with a ton of followers, be careful. Of course, everyone is somewhat worried, but spreading panic will not help anything. Nor will it provide jobs and income for families and businesses struggling the most. 

Also, show people that you care about them, that they matter, and that they are not alone. One of the first principles in marketing is that we always choose to work with people we know, like, and trust. We also buy from brands that inspire us. Be one of those brands!

3. Prepare for the Post-Quarantine Moment

Eventually, the world will evolve to the new “normal.” Of course, it might take a few months or more. When the pandemic is over, think about ways to boost your sales and acquire new customers.

On the bright side, you have much more time to plan or brainstorm ideas about the business and work on new post-quarantine strategies. Prepare your business for the future and consider the content you need. What will your post-quarantine message sound like? You have to be impactful, sensitive, and relevant. 

Don’t assume people will start buying things like crazy when the quarantine is over. They might try returning to their everyday lives, like hosting dinner parties, traveling with friends, etc.; however, many will be scared to socialize in large groups again. 

So, when preparing for the post-quarantine world, consider this fear mindset. Also, be careful about how you address the pandemic. For instance, you should avoid using pandemic-related words, like COVID, virus, death, fright, etc., on social media. 

4. Mind Your Tone & Imagery On Social Media 

Visual communication has always been a powerful way to make people notice you. Therefore, your imagery and tone must correspond to what’s going on in the real world at this time. For instance, it will not be okay to use images of crowds and people dancing or just being too close to one another. This also includes images of people in an office-like atmosphere or social gatherings. 

If you notice visuals that don’t work in the current climate, save them for the post-quarantine period and get new ones. Furthermore, mind your marketing language when altering your present social media campaigns, blogs, emails, videos, etc. Avoid showing anything categorized as “tragic” or “hateful.” 

For example, if your buttons are “get in touch” or you’ve shared things like “work hand in hand,” you should change them. Such messages, encouraging connection in some form, may seem insensitive.

5. Say How Your Brand Can Help During This Time

Companies are built to provide value. It doesn’t matter whether you’re a clothing brand or a restaurant. You can still offer value to society. Stand up for your beliefs and engage people with positivity. You’ve got a voice; use it for a good cause. Here are a few ways to do it: 

Always communicate your benefits.
Are you a restaurant, a coffee shop, or a clothing line? Offer free lunch for people over 60+ or a free hot drink until noon. You could even provide free protective clothing, such as masks and gloves. There are many ways to show some support as a brand or a company. Your customers will remember the gesture and how you reacted during these challenging times. 

Share helpful content.
Even if your business doesn’t directly help people fight off the illness, you can still provide helpful information. For instance, educate or entertain people while they’re stuck at home 24/7. But do it intelligently. Don’t speculate about the pandemic. Share authentic, practical tips on how to wash your hands properly, clean houses, clothes, electronic devices, etc. This will get you exposure and is an excellent way to attract more people who might be your new customers. 

Conclusion

The COVID crisis has drastically changed our lives. Even though it’s not pleasant, it’s an opportunity to stay positive and proactive. The transition will come sooner or later, and it’s essential to be ready for it.

Author Bio: Andriu Barreto is a full-stack digital marketer originally from Venezuela. For the past five years, he has freelanced on everything from PPC to copywriting to SEO.