3 Actionable Tips for Marketers during COVID-19
You might be thinking, not another article on COVID-19! Similarly, I’ve received a ton of COVID-19 response measures via email and social media, most of which are not actionable at all.
In response, I am sharing 3 actionable tips you can use straight away. I’ve also made the message more straightforward and as clear cut as possible as you’ve probably read a ton of fluff pieces before this.
No, you don’t have to provide further updates on COVID-19, consumers are also bombarded by updates and there is absolutely no need to add more. However, you do have to practise sensitivity.
Relook at your current content calendar and rework the messaging if needed, take note of your imagery and especially your copy. Avoid words and images that involve “crowds”, “touching”, “embracing” or “get together”. Also, don’t take advantage of the demand and raise the cost of your goods/services, In short, don’t be a dick!
Another way is to rework your content is to provide assistance to people affected by this epidemic.
Fill the void: Provide value to your audience
With lockdowns happening everywhere, production of popular shows are bring halted and live sports are being suspended. This also means that there’s a massive void that’s waiting to be filled. As people are forced to stay home, they are going to be bored AF!
There is more demand for valuable content than ever before. This presents a great opportunity for marketers to step in and fill the void. Put on your thinking cap and look at ways you can entertain or educate your audiences. Look at existing resources and start talking to production houses and explore what’s feasible.
With brands holding back on their ad campaigns, there is going to be more spare inventory. This means CPC/ CPM cost will be lower. Take this chance to double-down on your content amplification efforts.
“During an economic downturn, you’ll find that you will have less competition, which means it is easier and faster to get results, and in some cases, you’ll be able to get deals, such as a potential reduction in pay-per-click advertising.” – Neil Patel
Personal Development: Upgrade your skillsets and plan for the future
If you are pulling back on marketing activities due to budget cuts, the feasible thing to do now is to ramp up on personal development. This is the best time for more reading, taking up online courses and also arming yourself with useful certifications.
“The most important investment you can make is in yourself” – Warren Buffett
We don’t know when the epidemic will end but one certainty is consumers will be out in full force making up for lost time when the time comes. Think of how your brand can cater to this surge in demand.