Most worldwide crises blindside most of us. Few individuals foresaw the US stock market crash back in 2008, which resulted in massive job loss and home foreclosures—and in the wake of the recent pandemic, businesses are struggling, leaving many unsure where to turn amid the crisis.
These scenarios remind us of how crucial it is to have flexibility with our marketing strategies. Though you can plan these up to a year in advance, many efforts are no longer efficient due to the many restrictions consumers face.
In tough times like these, you need to adjust your marketing plans, and whether you run a southern restaurant franchise or a small independent business, here are the different ways you can adapt your strategies amid a crisis.
Communicate to Customers with Empathy
When facing a crisis, there’s a significant opportunity to prove to the people that your brand cares more about consumers than making money. Show your customers you care about them by showing how your products and services can provide solutions to their specific problems. You can do this by teaming up with your customer support team and reaching out to customers with personalized messages to help them solve challenges and get more value from your services and products.
One of the best methods of maintaining trust with your followers is by fostering transparent and open communication. By keeping your clients in the loop about a crisis your business is facing, you’re strengthening your bonds with time while adding a personal touch to your company—reminding consumers that you’re still people facing the same struggles. You can do this by continuing to share product availability updates when possible to ensure they’re aware of what’s in stock and what will be available in the future.
Ask for Customer Feedback
A great way to adapt your marketing strategies and mold a loyal customer base is by asking your followers what type of content they’re interested in seeing. Although it’s not an ideal time to promote your products and services, you can publish different content to encourage customer engagement. This strategy shift is crucial as it allows customers to share their input on more ‘favorable’ content while showing your brand genuinely cares about creating content for the people and not the product.
Discuss Your Products and Services in the Right Context
The best way to stay relevant during a crisis is by promoting your products and services in the right context, such as sharing the unique features and advantages that they can do to help customers in the current situation. You can also create and share how-to guides on using your products to navigate through a crisis, such as ones that can help manage remote work schedules or how to use the time to prepare businesses for the crisis aftermath.
In essence, don’t focus on selling. Instead, educate, support, and help your customers survive the downturn and determine their next best steps.
The key to surviving the market crashes and sudden change in consumer demand is optimism. You can do this by searching for and sharing stories of human perseverance and innovation in times of a crisis and if you have clients who are making a difference in any way possible—share their stories. Remember that crisis is temporary, and staying positive helps you adapt to the current situation and prepare for the next.
When facing a crisis, your marketing strategy should focus more on building relationships, managing brand reputation, and retaining loyal customers. The tips mentioned can help your marketing strategies adapt and help your business stay afloat no matter the situation.