TMI: Marketing During COVID-19

The outbreak of COVID-19 has had a profound impact on every aspect of our lives. We don’t know for certain how long our new reality will last, or what our world will look like once this pandemic has passed. As marketers, we’re optimistic about the future. But it can be challenging to appropriately adjust to the ever-changing landscape. How should you be adapting your marketing during COVID-19? For this month’s Top Marketing Info (TMI) roundup, we’re sharing tips to help you adapt your content, messaging and strategy in these changing times. 

Address the Situation – Don’t Hide From It, But Don’t Exploit It

In the current climate, if you act as if everything is business as usual, you’ll come across as tone deaf. Address the situation and focus on being helpful, not sales-y. If your B2B offering makes it easier to work remotely, save money, increase safety or help organizations make delivery, now is the time to make it known. 

Create Content About COVID-19

Your audience is looking to learn about how the epidemic will affect their industry. Optimize content and create new pieces to align to search queries. That includes newsletters or blog posts that keep customers informed and show you’re there to support them.

Embrace “Together Apart” with Online Events

Event marketing during COVID-19 has changed dramatically. Many marketers had events that were cancelled due to the outbreak. But that doesn’t mean you can’t bring people together and deliver value. Consider a webinar, a video series or hosting a virtual conference with live video and Q&A sessions. 

Bring an Agile Mindset to Planning 

Our reality is changing at a rapid pace, and we can expect that to continue for the foreseeable future. Keep one eye on industry trends and another on the headlines. As you look to the future, focus on making plans for the next 3-9 months, with the expectation you may need to adapt.

Learn From Other Brands

Whether B2B, B2C or C2C, lots of marketers are out there doing innovative work during COVID-19. Keep an eye on what other brands are cooking up for social-distancing campaigns. Think about how you can apply similar creativity to your own work. 

Have questions or need a little extra help navigating the current marketing landscape? Reach out to us! Drop us a line or message us directly on our social channels: LinkedIn, Facebook, Twitter or Instagram. We’d love to help!

Author: Carolyn Kaleko, Senior Account Manager, Outlook Marketing Services