Never forsake quality for quantity, especially in this time. People are spending more time at home and online now. They are actively noticing and aware of which brand is doing what. This is not the time for you to try and go viral by jumping on the trending hashtags, customers are just going to see that as tacky.
If you don’t have something qualitative to share, simply don’t send anything out. Updating your customers about changes to your services is really important. But if nothing has really changed over the five weeks of lockdown, there is no need for update mails. Rather, create a landing page that your customer can click to that provides all of the information that they need.
You will need to move away from the traditional marketing tactics and selling strategies to content that your customer actually wants to read in this time. Remember, the more educational and the more informative your content is, the more your customer will trust your brand. You can easily develop a loyal customer base if you have empowered them with knowledge.
Research is showing that people are feeling very overwhelmed with figures and stats. Try and stay away from that in your messaging, there are news sites to cover that. Rather create content that people can use during lockdown. If you sell pet products,for example, create blog posts on ways to keep your dog active during lockdown or how to tell if your cat is sick. You can insert CTA’s in the content to relevant products that can be ordered from the article.
As much as sharing best practices and advice to survive the pandemic and lockdown is a great marketing tactic, it is advisable to stay away from messaging that you are unqualified to share. There has been an onslaught of false information, fake news and dodgy advice. If you can,
rather stay away from this. Not only can it be harmful to your customer but it can destroy the reputation of your brand. Allow the news sites and health authorities to educate on stats and best practices, rather stick to your expertise and merge that with what is happening.
In the last few weeks, we have seen brands kicking up their marketing efforts and pushing out content and messaging that has wowed. Not only have they been sensitive to their customer base and the circumstances they are facing, but have done so elegantly and cleverly. Other brands, like some of the car brands have not altered their advertising and are still insensitively encouraging people to take that trip and go on that adventure. A few clothing brands in the US have openly been criticised for punting their wears for that perfect outing to dress up for.
But in saying that, most brands have altered their advertising to show unity with their customers in this time. KFC, for example, ditched their “Finger-licking good” phrase for messaging that touted their contactless delivery. Nike has encouraged people to play inside with the well-crafted messaging: “If you ever dreamed of playing for millions around the world, now is your chance.” Coca-Cola, created a simple, yet highly impactful message, as seen in the image.
The best messaging to convey right now is personal, empathetic, simple and smart. Know that a large portion of your customers are going through a trying time right now, and adapt for that. The more you connect with them, the more loyal they will be to you when things start balancing out again. Lastly, don’t forget to rest and track your campaigns. Use the time to make changes if it isn’t going well and keep your customer in mind at all times.