A lot of changes are happening for startups within this “new normal”. Some businesses are taking a hit, some are closing, some are in holding patterns. Conversely, some businesses are in demand more now than ever before - a feeling that can cause a little discomfort for those who want to continue from a place of empathy and sensitivity for others.
Many businesses still need to secure an income in order to survive. Marketing as a concept is not banned right now - founders just have to ensure they’re tactful.
Nobody likes those businesses who post “Coronavirus SALE!” or “With Covid-19 out there, make sure you buy our soap!” We all know trashy and insensitive marketing when we see it, but how do we know if our advertising campaigns are hitting the right notes?
We’ve put together a guide on the do’s and don’ts of marketing during the Covid-19 Pandemic.
Re-visit your marketing plan and your businesses values. Sit down (virtually) with your team, and discuss what values you want to display to the world right now. This could look like respect, community, empathy - anything you think applies to your business. These values should inform your marketing plan.
Acknowledge, but don’t over-share. Yes, this is scary. You should validate the feelings of potential clients, but you don’t want to dwell on the negative feelings.
Give people a space to share. Consider hosting zoom meetings where people can come and hang out with you and talk about how they’re going, what they might need from you, or even just how it’s going for them so far.
Take care of the clients you have, before seeking new ones. People will see you extending kindness and appreciation to your current clients, and will be more likely to approach you. This fosters a culture of positivity and care that they will associate with your brand going forward. This is a passive and tactful way to approach bringing in more clients. It’s also just the right thing to do.
Evolve your tone. Make sure that your cool, young, hip tech startup isn’t sharing “hilarious” but insensitive coronavirus memes. These circumstances aren’t normal, so re-address your brand’s usual tone. While some lightness and humour might be a welcome break on social media, this isn’t advisable for businesses, because it’s not your job. Certain kinds of humour may not be appropriate for your audience right now.
Don’t be repetitive. A letter from your CEO is good once. Your life epiphanies can be shared once. Offer to support is relevant once. Checking in on your customers is genuine once. You don’t want to bombard people, for one thing! You also don’t want people to see you as an opportunist at this time. Stay consistent, but don’t repeat yourself.
Listen to the collective pulse. What is everyone feeling? What are they talking about? People will remember how you made them feel when this is over. This is an opportunity for your brand to show love and kindness to your community. Be malleable, dynamic, and responsive. Create a list of channels, competitors and collaborators you check in on every few days.
Don’t share any misinformation or controversial opinions right now. If you want to share controversial, niche material on your own profile, fine. But they have no place on your business’ social media platforms.
A handy checklist before you hit the big green button:
Does this represent our brand’s core values?
Have I fact-checked this information?
Does this come from a place of positivity?
Am I making sure I’m not capitalising on anxiety?
Have I asked someone else to glance over it for me?
Have I checked my list of other channels to see what they’re posting?
Is this post different to my past posts in message and material?