During a time of crisis, such as the world is in right now, it is imperative for marketing managers to rethink their strategies and readjust their conventional modus operandi to cater to customers in these peculiar times. While customers may not be aware of the actual inner workings of a company and the turmoil that it is under, it is aware of a brand’s exterior image which is exhibited from the brand’s marketing and advertising campaigns. This is why, irrespective of what a brand may be going through as a business and the combative measures that it takes, it is highly important for its marketing operations to keep steady and readapt as per the situation.
Albeit, when it comes to handling crisis situations from a marketing standpoint effectively, things can get quite tricky! Determining the best course of action can seem daunting and a never-ending process. Addressing marketing and advertising campaigns in such a way that it is apt for the situation, yet doesn’t seem to be exploiting the situation, while also addressing all customer concerns by appropriately gauging their sentiments, is a tough ask for any marketer. Luckily this article is meant to serve as a guide for marketers on how they should go about efficiently marketing their brands, its services, and products, during this lockdown period.
Foreseeing Changes & Alterations To Conventional Operation
There are numerous issues that arise in a crisis situation when it comes to effectively delivering products and services to customers. Pauses in manufacturing, insufficient labor force, irregular supply chains, etc, all lead to diminished supply. In such situations, it is important for marketers to take certain steps, including –
- Setting Realistic Expectations
This entails not over-hyping the qualities of services or products when you are in no capacity to deliver on false promises. Past ad campaigns that have such tones to them should be immediately taken down. Think about offering easy cancellations and refunds in case these campaigns have been there for quite sometime after the crisis and customers are beginning to have relevant expectations. Failing to do so might result in your brand image taking a considerable beating.
- Address All Customer Concerns
In such times of crisis, customers are in no mood to be taken advantage of or be given answers that beat around the bush and don’t offer real solutions. It is highly important for marketers to offer messages of comfort by reframing their email marketing, social media, and other ad campaigns accordingly.
- Entirely Shift All Facets Of Your Business Online
Most physical stores even those dealing with essential goods have been hit during this lockdown period. Any and all businesses that have an online presence stand to do better in such circumstances than those that don’t. Right from digital learning, to conferencing, and entertainment to medical consultations, almost every facet of modern life has moved online. Therefore it stands to reason that moving online and strengthening the features offered, is imperative.
- Prioritize Spending
While revenues are taking a hit, expenditure on marketing and ad campaigns will definitely face cutbacks. Albeit, it is important to not withhold investment in these campaigns entirely, but only optimize them, and focus on things that are absolutely necessary. For instance, on SEO, social media ad campaigns, PPC campaigns, etc. This is owing to the fact that most of the world is indoors and online.
Rethinking The Marketing Strategy
During the next few months, the entire focus will be on how the world adapts to the changes that will be imposed on the normal way of life. Along with these changes, trade, and commerce as we know it will be hampered and take a hit. To combat these changes, it is absolutely imperative for brands to be able to readjust their marketing strategies.
- Physical Campaigns
Owing to the restrictions in movement and social gathering, any and all marketing campaigns involving social gatherings and meeting face-to-face, will have to be halted. This is especially so for companies whose services and products are based entirely on this, for instance, event management companies who have to organize events where numerous people gather together in a certain location. In such cases, it important to move events online. Everything from music festivals, to academic conferences, are doing so.
- Focussing On Content
With the vast majority of the globe spending their time indoors, more people are online than ever before. Therefore, it makes sense that the best for a brand to exploit such a situation and attract more customers is to offer engaging, interesting and interactive content that offers them solutions in terms of their pertinent needs to the services that you are offering as well as in terms of keeping them entertained.
- Secure The Top Spot
SEO has also become even more critical for brands than ever before with everybody seeking alternatives for their most loved products and services online. The best way for brands to exploit this demand will be to take the top spots for pertinent keywords to their own products and services, through continued and incessant search engine optimization.
On the lookout for the best SEO company offering the most suitable and best SEO services for your brand in this time of the COVID-19 crisis and the nationwide-lockdown? Then, get in touch with Open Designs India, one of the most well-recognized and best design companies in India. We can help readjust your existing marketing campaigns so you can exploit this time of crisis and beat your competitors!