The pandemic that we’re experiencing right now has drastically affected a lot of businesses whether big or small. In order for your business to survive, you need to adapt to the changes that are happening. Well, that’s why we’ve come up with these COVID-19 marketing tips to help you out.

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COVID-19 Marketing Tips: How
To Market Effectively And
Responsibly
by Jack Smith | Apr 22, 2020 | Marketing |
The pandemic that we’re experiencing right now has drastically a ected a lot of
businesses whether big or small. In order for your business to survive, you need to
adapt to the changes that are happening. Well, that’s why we’ve come up with these
COVID-19 marketing tips to help you out.
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2. We know it’s hard to shift gears with your marketing e orts, especially if you’ve
already prepared for the past months. But that’s just the way it is, unexpected things
happen and only those businesses who can come up with new strategies quickly can
survive this crisis.
5 COVID-19 Marketing Tips To Help Your
Business
Given the current situation, now is the time to double your e orts to market your
business. However, you need to market responsibly and not overdo things or it will
just do more harm than good to your brand.
These COVID-19 marketing tips may or may not be applicable for your business but
they can serve as a good starting point to develop an action plan.
You don’t have to re-do everything, but you can just decide for a new timeline with
your campaigns and change a few elements to it. It will take some time before
everything goes back to normal so make use of the free time you have to observe
your market.
1. Evaluate How You Communicate With
Your Audience
The way you communicate with your audience whether through words or images
tells so much about your brand. If you’re not careful about how you convey your
message, it might make things worse.
Do not use images or copy that encourages gathering. Even if you’re just using stock
images and not actual photos, try to avoid photos where people are touching or
gathering. Do the same thing for your copy by avoiding phrases like “Let’s have a
party” or “Get in touch with us.”
Before you make your content go live on social media, blogs, and emails, have a
quick look at your images and your copy. Swap them out with di erent images or
words to avoid getting negative comments from your audience.

3. 2. Tweak Marketing Campaigns &
Timelines
While some businesses can quickly tweak their campaigns, it’s not the case for
everyone. There are risks involved, particularly money, if you make changes to your
scheduled launches and promotions.
So what do you do? Try to pause all of your campaigns rst and re-evaluate your
timelines. If you’re launching a new product in the following weeks, there’s a big
chance that it may not return good results. In fact, it might even make your brand
look insensitive given the current situation we have today.
3. Don’t Take Advantage Of The Crisis
Now, do remember that regardless of any situation, taking advantage of a crisis is
always a big NO for businesses. It’s so easy for a post to go viral these days so all it
takes is just one negative feedback from your customers and you’ll have a hard time
xing your brand’s image.
Here are some things that you should and should not do during a crisis:
Be Transparent – Show your audience that you are doing your part to help with
the COVID-19 crisis. Does your store practice social distancing? Do you provide aid
for your employees? Are you giving discounts? Keep your audience informed with
any changes that happen to your business.
Avoid Misinformation – While it’s important to educate your audience, choose
content that won’t cause panic or misinformation. Make sure that the content you
publish is sourced from credible sites or articles. For example, it’s not a wise idea
to share an article on how bananas can help cure the virus.
Change Your Tone – Promoting your services is okay but be sensitive enough
when you do it. Don’t use words like “COVID-19 Sale” or “Pandemic Sale.”
The key is to show empathy. Your customers are more than just sales gures, they’re
real people with real lives, both personal and professional.

4. 4. Show Your Audience How Your Brand
Can Help
Customers buy goods and services because they get value in return. Now,
businesses should understand that providing value for their customers can also be
done in di erent ways, and not just though goods and services.
As a business, you can do more like working with agencies that o er humanitarian
aid. For example, you can organize a donation drive that would help feed homeless
people in your local community. You can also do a charity sale where a portion of
your sales will go to a chosen bene ciary.
Remember that you’re doing this for the people and not for your business. Just do it
genuinely and people will recognize your e orts.
5. Spread Positivity
Almost all news and media sites are talking about the COVID-19 virus so it’s okay to
sprinkle in some positive content that’s not about the virus. It’s times like these
where people need a glimmer of hope that things will return to the way they used to
be.
Here are some things you can do:
Use Employee Generated Content – Now’s the time to lean into human stories.
You can create a short video on how your employees are dealing with the
quarantine period. In fact, why not post a video of your online conference calls
too? It will show how much you care for your employees.
Post memes– Memes related to our current situation are okay as long as they’re
not o ensive or insensitive. For example, there’s this parody video that shows the
e ects of the COVID-19 virus. The meme depicts the reality of what most “work-
from-home” employees are experiencing right now.
Talk To Your Audience Directly – As the owner of a business, your clients must
hear from you too. A simple video with some words of encouragement is enough
to spread positivity.

5. Be Flexible With Your Marketing E orts
There’s no speci c timeline on when this crisis will end. Businesses need to be
exible enough to adjust their campaigns right away. Stay updated and keep up with
the trend so you know what steps you need to take.
However, you don’t need to pressure yourself. If you’re one of those business
owners who would rather wait it out, that’s ne. Pause all your marketing e orts and
take this time to rest and spend time with your family. As states open up for
business again, evaluate your messages and tactics and see how you can improve
your company’s marketing, while moving forward in a world that will certainly look
di erent.

6. Smith Marketing Inc., founded in 1994, is a full-service, integrated marketing agency
and a single source provider of marketing solutions. Every project is customized to
t your speci c needs. We approach our work with a unique sense of style.
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