Adapt Your Marketing During COVID-19

In previous articles we have distributed since the coronavirus crisis began, Leland Creative Marketing (LCM) examined the permanent impact that the pandemic is expected to have on the corporate marketing landscape. Most experts agree that marketing strategies for products and services will need to continually evolve and innovative communication schemes will be required to effectively maintain business goals during the pandemic as well as in the post-COVID-19 world.

A recent article published by business.com highlights the ways a business can adapt its marketing plan by implementing strategies to modify and improve efforts to reach customers during the pandemic. As the needs of target markets are continually shifting in 2020, it’s important to stay up to date with trends and to modify strategies accordingly. To determine the ways that companies can adapt marketing plans during the uncertainty of the pandemic, business.com interviewed small business owners and marketing experts to get their input on marketing during the current economic upheaval. 

Emphasize the true relevance of your product or service.

As consumer needs change, the relevance of your product or service may change as well. It is important to emphasize how your brand is still essential to your consumers and how it can be beneficial to their lives. This may mean shifting focus from one product to another or emphasizing unique ways that your current offering can fulfill your audience's needs. 

Meet current consumer needs.

Focus more on meeting consumer needs and helping them deal with the realities of the pandemic rather than blatantly promoting what you have to offer. Offering helpful tools and thoughtful promotions can build brand awareness and loyalty. Think of ways you can help your customers make a purchase, whether that is by promoting online services, offering delivery, or providing live chat and enhanced customer support.

Increase your digital marketing efforts.

Your consumers are online, so it is important that you are too. Focus on digital marketing efforts like paid ads, search engine optimization (SEO) and email marketing. Keep your website up to date and focus on establishing yourself as a thought leader through blogs, videos, social media, and other digital content. If you have the marketing budget for it, consider hiring a marketing professional or social media influencers to increase your online visibility. 

Modify your email marketing campaign.

Companies should focus on adapting their email marketing campaigns to address the unique challenges customers are facing. Instead of sending out the standard email content you've always offered, change the tone, content, and frequency to match your consumers' expectations. Stay on brand but be cognizant of how your emails are adding value to your audience.  

Focus on social media marketing.

Chances are a large portion of your audience is on social media, so use that to your advantage and take part in the conversation. Focus your marketing efforts on social media channels that drive the bulk of your customer engagement such as Facebook, Twitter, or Instagram. Create relevant posts that add value, educate, and entertain, instead of strictly trying to make a sale.   

These five steps are intended as a guide for marketing strategies during the current uncertain times but, of course, every company’s situation is unique. 

The Leland Creative Marketing team can help your business by utilizing our expertise to solve marketing challenges with real, measurable results. By helping your team understand your customers’ needs during this unprecedented time, we can work with you to guide your business through the crisis and ensure that you have the tools that are necessary for success. 

Contact us today to learn more!