It’s safe to say that many aspects of our lives have changed since the COVID-19 pandemic entered the national spotlight back in March. The constant changes we continue to live through on a daily basis have caused many businesses to adjust their marketing practices as well. While this is a great idea, it is also quite easy to make costly mistakes when adjusting your marketing strategy during a period of uncertainty. Be sure to avoid these marketing mistakes during the COVID-19 pandemic.
Cutting Marketing Altogether
Due to the financial volatility caused by events over the past several months, some businesses have opted to cut their marketing budget altogether. It is true that this may help profits in the short term, but this strategy can be very costly to your business in the long run. Ultimately, businesses actively showing up in front of their customers during this time are the businesses that will retain their current customer base and continue growth as the dust from COVID-19 settles. Due to recent advertising hesitancy, decreased advertisement prices have made it much more affordable for businesses to grow their audience and extend their reach.
Looking Exclusively Outside for Leads
The ultimate goal of marketing is to grow your business by educating the public about the value your business provides to its customers every day. However, it’s no secret that achieving growth can be difficult during a crisis as significant as COVID-19. Instead of exclusively trying to attract new customers, this is a great time to look inward toward your current customer base. Maintaining a positive (while also cautious and reasonable) outlook while showing your appreciation to your recurring customers during this time can help reinforce their loyalty to your brand in the future. Consider rewarding their loyalty with a temporary discount, referral credit or any other benefit of your choosing if you have the means to do so.
Failure to Address the Emotions of an Audience
When large, sudden changes occur in the world, customer needs begin to shift. Be sure you are communicating the precautions your business is taking in response to the crisis. Even though your feed is probably full of such posts already, it is crucial to give your audience the peace of mind that their health and safety is top priority. Emphasizing the value of your services or mentioning discounted services is also a great means to appeal to your customers. However, be sure to do so in a sensitive way. The key here is to be there for your customers during this period of uncertainty rather than promoting, “COVID-19 ” sales or deals.
Stay Current and Avoid Common Marketing Mistakes with My Content Co
My Content Co knows how to create relevant, engaging and timely digital content, just like you know how to grow your small business. We specialize in creating websites, blogs, social media posts and newsletters that are consistent with your brand. Partner with us to get your customers reading your blog. Visit us online or contact us today at 410-324-3934 to get started.