MARKETING DURING UNCERTAIN TIMES

Marketing is often one of the first things to be cut during times of uncertainty. Unfortunately, it is also one of the most important things that businesses need to stay afloat. Of course, there will need to be a reassessment and review of the tools, content and marketing strategies being used to ensure they still make sense and are appropriate for the current situation.

Below are 5 things you should consider when it comes to your marketing during a crisis:

1. Are people going to be buying your product or service right now?

If you know that people are not going to be looking for your product or service at this time, it would make sense to review all of your marketing that is directed at new customers. So, pausing Facebook ads and Google AdWord campaigns for the time being is a smart idea.

2. Consider building a list of potential new clients.

If you did want to continue to promote your business, consider building a list by offering a free gift (ebook or report) that people sign up for using their email address. Once people sign up, continue to nurture them with emails so you remain top-of-mind and when things start to return back to normal, you have a list of potential clients ready to offer your product or service to.

3. Keep in touch with your existing clients.

Without overwhelming your existing clients with too much information, it is really important that you stay top-of-mind with your clients during times of uncertainty. Let them know what is happening, how things are on your side and how much you are thinking of them. Send them valuable information and things to lighten up their days. Things like recipes, tips for keeping the kids busy, tips on managing stress, anything that you think might be of use to them during these challenging times.

4. Keep your content flowing where you can.

If your business is in a position to do so, keep your blogs updated, your Facebook, Instagram feeds and LinkedIn posts going. You don’t want to lose or the hard work you have done to get you to this point. Keep doing as much as you can to give the platforms you use some love.

5. Spend some time planning. Although it is hard to know how long or what impact a crisis can have on the economy and your business, when things slow down it can be a good time to evaluate and measure all the marketing you have been doing to this point and assess what is or isn’t working. You can then create a new plan ready for when things begin to turn around.