Covid19 forced a lot of businesses into a tizzy. That likely includes your business too. The social media coach and marketer in me got really curious after I saw how some companies have handled the pandemic thus far. So, I’m curious… Have you started supporting some companies because of their empathy or have you stopped supporting some companies because of their lack of sensitivity in their marketing?
Check out my Facebook live to hear some of my thoughts on people taking notice and what I did to check in on my community.
Constant Contact gives some phenomenal advice on their blog. You can read the entire article here. But in the meantime, digest these uber valuable tips and implement them!
Ensure your message speaks to your audience. The crisis communications for nonprofits dealing with COVID-19 will be completely different from the communications sent by a small online retailer to its established or regular customers. Remember to use sensitive language and never create or use discount codes or promotional sales that relate to the crisis. In the words of marketing expert Dan Jak: “Personalization is not about your customer’s first or last name. It’s about relevant content.”
Do not insinuate that your products or services are essential or a necessity. We all believe that our services or products are a critical part of everyday life, but to get your emails opened and read, it is crucial to understand that our new normal has changed what people perceive as essential or critical.
Try to build your messaging around the need or role that your service or product can fulfill. For example, instead of the usual “Spring Must-Haves”, ask yourself how your service or product will make your client or customer feel valued. Let them know how your product can add some relief.
Ask yourself if your messaging comes across as sensitive and aware, but still positive. As with any outreach marketing strategy, it is very important to find the right balance between a positive and uplifting message that also does not come across as overly enthusiastic or pushy. In short, do not add to the fear and negativity, but also do not act as if nothing is wrong.
Careful about messaging that creates a false sense of urgency e.g. “stock up” or “hurry”. With most essentials such as hand sanitizer and toilet paper in short supply, consumers will most likely be very sensitive to messages that instill additional fear and feelings of uncertainty.