Top Tips to Maximize Crisis Marketing for Your Company

In times of social and economical crisis, it is understandable for companies to have an initial reaction to pause or postpone marketing, reining back on all deemed areas of expense.

This is often the human reaction to changing circumstances.

And in most cases, this is not an effective marketing strategy during a time of crisis.

This article explores practical and simple actions that companies can take to maximize crisis marketing in difficult times.

I am not suggesting that marketing is simple during challenging times for companies and consumers.

However, there are new and changing marketing opportunities to take action on, plus many important roles for marketing to fulfill.

Here is a good related read to this topic looking at keeping SEO customers during times of crisis.

It Is Not Business as Usual

Things have changed over the past few weeks:

• Consumers are more vulnerable.
• Behaviors have changed.
• People are altering how and where they spend.
• Audiences are not the same.
• Competitive environments are evolving.
• New trends have emerged.

Now is the time for businesses to distill their offerings back to the fundamentals:

• Who are they for? (Has that changed?)
• What are the benefits? (Are they more important during a crisis?)
• How are they positioned? (Does this reflect current needs?).
• Why do they matter? (During instability, people will shift focus to essentials so this point is key).

John Quelch and Katherine E. Jocz have this to say in their Harvard Business Review article titled How to Market in a Downturn.“During recessions it’s more important than ever to remember that loyal customers are the primary, enduring source of cash flow and organic growth. Marketing isn’t optional—it’s a “good cost,” essential to bringing in revenues from these key customers and others.”

A New Way of Talking with Your Audience

Brands that truly understand their audience will always succeed during periods of instability.

The main reason for this is that credibility, support, expertise, and authority all become increasingly important to people when circumstances change.

Read more: searchenginejournal