The COVID-19 outbreak has impacted all our lives, that’s for certain. Everyone knows it’s hardly “business as usual” right now, and you may find yourself scrambling to react to it just like the rest of the world. In every crisis situation, marketers are forced to adjust and adapt to the current climate, and that means taking a hard look at how you’re speaking to your customers. Here are a few tips you might find helpful during this crazy time from the California Association of Realtors:
Listen and React: It’s more important than ever to listen to your customers. Monitor your social channels, website feedback and customer contact centers, and check in with your field reps to understand your customer’s concerns and react to them accordingly through your marketing efforts.
Adapt and Pivot: Some of the marketing messaging you’re currently running may not be entirely appropriate given today’s environment. Maybe your campaigns feature funny, lighthearted copy or graphics that worked well for you last week, but this week may seem out of place. Ask yourself if each particular ad unit feels right for this moment. Even an ad featuring something as innocuous as a handshake may deserve reassessment. Make sure your brand isn’t associated with messaging that might make you seem insensitive during this difficult time by taking a close look at your creative to see if the tone needs to be adjusted.
Focus on your Digital Offerings: More people are obviously spending time at home right now than ever before. One of the key learnings from the virus outbreak was that time spent online increased by 20% as people confined themselves to their homes. Our members might find the time they’ve never had before to do something positive for their business -- take that class or sign up for that webinar they’ve been meaning to do. Maybe try that online demo that looks interesting. This may be a good time to encourage them to take advantage of your digital offerings and increase their skill sets for when life gets back to “normal.”
*Courtesy of car.org/coronavirus