How Can Marketers Add Value During Trying Times?
There’s no doubt that 2020 has been one of the most trying times and transformative years to date. Let’s preface this blog by stating that the scope of this year’s events - from the pandemic to the much larger discussion of racial injustices, deserves a deeper conversation than what we’re offering here. This is simply scraping the surface of these events and reviewing them through the lens of professional marketers everywhere asking, “How do I do my job best right now?”
No one speaking on behalf of a brand wants to appear tone-deaf, opportunistic, disinterested, disingenuous, or frankly- ignorant, during this time. We’ve been studying the approach to marketing during trying times by focusing on brands who are making a difference, how social media has been used as a tool for active listening and engagement, and what consumers expect from brands they’re loyal to during a crisis.
What’s the common denominator?
Staying genuine.
It’s true - we’ve seen it all during this time. We’ve seen consumers ask brands to be quiet, we’ve seen brands urged to speak out. We’ve witnessed brands flounder under the pressure of continuing to push their products and make sales, and we’ve watched CEO’s step away from the boardroom and take a literal knee in solidarity. There’s no one-size-fits-all approach to marketing your business during a pandemic or much-needed social movement, as much as we’d love to provide that solution it doesn’t exist. At Socially Inspired, we’ve tailored our messaging for each client as each client’s products and services deserve to share their story and efforts in their own voice during this time.
What can you do to continue to market your brand and provide meaningful content during this time?
It all starts with social listening. What does your audience want right now? How can your products and services be a bridge of support during this time? From donations of products, services, or monetary support - find an opportunity for collaboration that serves as a meaningful connection between your brand and your audience.
No one is interested in being outright sold to- ever. Take the time to find out what your audience is looking for and offer some of that (hint: it might be taking pause for a few days and using your platform to lift the voice of others!)
Provide solutions for your audience during trying times.
Perhaps your audience is looking for resources in your area. Now is a good time to create easy-to-share guides for your audience to continue to stay active in your community. Do they need to know what’s open for business? Does your audience need to be able to connect with government officials or additional resources? Creating and sharing links and ideas with your following offers value in a genuine way.
As a brand, you can still be a part of the conversation and offer uplifting resources (and even a smile!) during trying times. Now’s the time to tailor your messaging, amplify others, and connect with your community to get to know them beyond a transactional relationship.
As a marketing professional, how have you approached your profession during this time? We’d love to connect and collaborate with you.
