There should be no surprise that the coronavirus has led to an uptick or a downturn for businesses and advertisers throughout the globe. For marketers, these uncertain times make it difficult to decide when and what to communicate, and that’s before we even consider the geopolitical, economic, and healthcare security threats we face. When you consider how many individuals and how many businesses are suffering, the news may be overwhelming. Sales may drop (unless you happen to be in the fortunate position of selling toilet paper, hand sanitizer, or face masks), but this is an excellent opportunity to show that your firm cares about its customers and is willing to help them in times of need. Having a dedicated customer base during the epidemic and beyond might be the consequence of widespread brand recognition and the cultivation of a trustworthy clientele.
When listening to a client call recently, I recognised that much of the e-commerce company’s approach was comparable to what I learnt in my former employment as a charity professional. Prior to entering the field of digital marketing, I spent five years working in the charity sector, where we relied heavily on appeals to emotion in our marketing campaigns. This is so because charities focus on helping individuals when they are at their weakest. Donors, like most people, take pleasure in knowing their money will be put to good use. One of a charity marketer’s many responsibilities is developing effective methods of contacting potential contributors. I had no idea that the talents I’d honed in the charity sector would be useful to digital marketers in these testing times.
Here are some strategies for e-commerce marketers to stay optimistic in the face of adversity. I’ve gathered some advertising from some of my favourite companies to show you how they’re responding to the current economic situation.
1. Show Compassion. No one likes the relative who always manages to say the wrong thing at the wrong time at the annual family get-together. In other words, don’t act like that. Don’t sell products or promote ideas that violate established norms of social distance (Seriously, it will likely be disapproved anyways). Instead, think about how you might reassure your clients during a difficult moment. In fact, Brooks Running urged its clientele to shop at independent running specialty shops. This shows that they aren’t only out for the bottom line when it comes to business.
2. Examine the state of your industry by looking for good and negative developments. Make use of what you know and the information at your disposal.
3. Although I do not downplay the gravity of the present situation, I have found that using appropriate, humorous asides can help win over clients. Do you work in the fashion industry? Maybe make fun of the people who work from home and wear sweatpants all day. Do you offer a service similar to that of food stores? Then promote the convenience of not having to leave your fridge to have your groceries brought to you. Think of unique and entertaining methods to interact with your clientele. In this scene, Barry’s Bootcamp is making fun of the notion that you can get in shape without even changing into training clothes.
4. Make an effort to engage in conversation with your consumers. Obviously, some companies are too big for this kind of personal relationship with their clientele, but it’s always good to see whether your organisation can get in touch with its clients. Engage with others online by replying to their posts and sharing your own content in real time on platforms like Facebook and Instagram. Provide excellent customer service or live chat if you offer things online. Make the most of the rise in internet use that occurs during periods of increased isolation. Kodiak Cakes is curious about its fans’ morning meal choices. This is an entertaining approach to interacting with your target audience on social media.
5. We have contests and stories because who doesn’t want to win stuff? Can you afford to provide freebies in exchange for likes, retweets, and shares on social media? It can increase brand recognition and lead to satisfied customers. In a situation when customers have trouble getting to stores, will you be able to provide free shipping on online orders? Is there evidence of happy consumers who have used your product before buying it? Publish it on your social media accounts without hesitation. The general public will adore it. Those who follow Nature’s Bakery and tag a friend will be entered into a contest to receive a month’s supply of snacks and a water bottle.
6. One of the most crucial things to keep in mind as a marketer is the necessity of a distinct call to action. To what end do you like your client to be led? Include this in your communications! Raising awareness of your business without encouraging clients to take action is a huge error. Maintain a focus on key performance indicators (KPIs) and conversion-focused initiatives that can be easily measured. Mrs. Myers is encouraging people to buy the new cleaning product smell.
Nonprofit marketing professionals recommend dividing material equally between expressions of gratitude, advocacy, and appeals. While for-profit and non-profit organisations may operate in quite different ways, not every update needs to be a sales pitch. In small doses, variation may be welcome. It’s necessary to retreat a little in order to advance a little further down the road. Here, Starbucks brags about one of its “partners” (i.e., staff) who went the extra mile to satisfy a client. Take note of how they aren’t trying to sell something in every single post but are instead using it as a way to tell tales.