How To Do Marketing Effectively During Uncertain Times
Crisis management is an elementary skill that needs to be mastered by everyone, regardless of the career they have chosen. It is important to adapt to new strategies and alter existing ones, according to the degree of the crisis. Marketing needs to be approached carefully during times of crisis. This article explains how to market effectively during uncertain times.
There are some basic strategies that are to be adopted by marketers at the times of crisis and uncertainties.
- Keep in touch with the existing customers of the brand
- Try to maximize the time that you have invested in marketing
- Keep pursuing the long term goals that you have set beforehand
Should the Marketing Spend Be Decreased?
This question is subjective. The marketing spend is dependent on the business that you are in. The budget should be adjusted after analyzing the current income. Ensure that you do not overspend. On the other hand, if your brand is still able to get a good return of investment from marketing, continue investing capital on advertising.
In the current scenario with fewer people out in the public, it is suggested to divert your marketing strategies to digital advertising to reach more customers.
Keep In Touch With Your Existing Customers
Regardless of the current situation, connecting with your existing customers is very important. Keep informing your customer what is happening and engage in communication with them. When a crisis hits, customers are most likely to have concerns and queries. Responding to these is crucial for sustaining the credibility of your brand.
Use social media platforms to share information and updates with the audience. To begin, here is a list of a few things that your brand should share with customers:
- Whether or not you are still open for business.
- How are the customers and employees being taken care of during uncertainties?
- The actions that are to be taken from the customers
- Information about disruption to the services, if any.
Conducting Business While Closed
The business processes should be redefined according to the gravity of the crisis. In the current situation where a pandemic has reaped catastrophe globally, people are forced to stay indoors and practice social distancing. This scenario has adversely affected businesses. So businesses have to resort to alternative methods for the generation of sales. Using e-commerce platforms, online transaction services, and virtual conferences are some of the most commonly used techniques to tackle the current crisis. Local delivery and logistics services are also highly dependent upon.
Email Marketing
If your brand does not have an e-mail marketing segment, it is recommended to start one. Most probably during the times of uncertainties, the brand will have a low number of clients. This also means your brand has more time at its disposal. Use email marketing to target the following segments of customers:
- One-time customers
- Potential customers
- Repeated customers
Renovate Your Website
There will be less number of customers visiting your website during times of uncertainties. This is a favorable time to revamp your website. This brings us to the end of our discussion on how to do marketing effectively during uncertain times.
