pg电子游戏试玩-pg电子游戏平台

pg电子游戏试玩-pg电子游戏平台

How to execute a responsible marketing strategy

2020年5月14日
 

The COVID-19 pandemic has forced almost everyone to reevaluate their business strategies, how they work and their marketing and awareness efforts. In these uncertain times it is imperative that companies speak 与 their audiences 与 empathy and truly mindful marketing. 

To begin putting empathetic marketing into action, we have to first recognize that everyone is in a heightened state of stress and sensitivity. The reality is that everyone is worried about something related to the virus - most likely on both a personal and professional level. 

Another thing to keep in mind is customers are most likely to remember brands that get their 消息传递 very wrong or very right during this period. After all, brands that are empathetic and deliver humanized 经历 are 的两倍 以超过他们的竞争对手.

Support and educate: The keys to marketing strategy

During a crisis, the number one goal for your marketing strategy should be to 教育和帮助支持 你的客户. 

Of course you want to make sure that you are not publishing anything offensive, 我将在下面进一步讨论. But an equal priority should be to offer as much support to 你的客户 as possible and this looks different for every company. 以下是一些例子. 

pg电子游戏试玩 Basecamp has run a remote company for more than 20 years. They literally wrote the book on the topic, 远程:不需要办公室. The company’s resource page on remote working is full of recorded live streams, 教育指导, how-to videos and even some lighter fare like home office setups. 

Basecamp

Another example comes straight from my household. My significant other is the digital marketing manager at 棘手的领带这家公司位于丹佛,是一家定制领带公司. The organization quickly switched from manufacturing ties to face masks, both for the community and 农村科罗拉多医院. All marketing efforts shifted to educating 棘手的领带’s customers on face masks through content including blogs, 电子邮件推送和社交媒体努力. 

棘手的领带

Take some time to think about what kind of information your customer needs and how best to share that 与 他们. This can be in the form of newly created content or even resharing content that has been helpful in the past. 

取得正确的平衡

All smart marketers are worried about setting the right tone and balance for their customers and the industries they serve. There are variables that are specific to each company 与 respect to tone and approach, 但如果你有积极的意图, then you’re already on the right path. 

Acknowledge your audience’s perspective

Most likely your audience does not share all of the same values, 经历, 视角和观点. Although COVID-19 is a common enemy, everyone’s experience is personal to 他们. 社会距离 and regulations vary throughout states and countries, so if you're sharing 消息传递 based on locations, you need to reflect the realities of that specific area. Acknowledging the new normal of your audience is a good way to talk 他们并不是 at 他们.  

Be mindful of your audience’s emotions and “get it”

Mindful marketing is extremely important to make it through this pandemic while keeping your audience engaged. Do you have a campaign scheduled around an area that no longer seems relevant or helpful to 你的客户? Does it need to go live now or can it be rescheduled?

还是可以的 庆祝的里程碑 或者发送鼓励信息, as long as you're paying attention to how customers are feeling and mirroring that emotion. More than ever, your audience wants to know you understand and that means showing your humanity. We’ve seen this in our daily Zoom meetings and 与 clients who are actively sharing their advice and learnings as a result of COVID-19. 

What’s the return to normal for marketing? 

It’s obvious COVID-19 has changed the way we approach marketing and communications immediately and it will have a lasting impact. As we start to plan for the coming months, we need to stay aware and evaluate in real time how we market and sell to people.

So think about how the pandemic may affect specific content. Before you hit “send” or “publish,” ask yourself: Is this copy still relevant? 有帮助的? 可访问的? 老套的? 进攻? 犹豫是很自然的, 但当你发现自己冻僵了, 深深地吸一口气, walk away and come back and take a fresh look at your 消息传递

整体, you want to make sure your content is bringing value to your audience and in ways that recognize the sensitivity of the pandemic but also ensure you aren’t contributing to 流行的疲劳.

正确的语气至关重要. Phrases that were fine just a couple of months ago may not be now: “a viral campaign that quickly spread across the globe” being one obvious example. But there’s a lot that can trip you up, and in general, tone today requires a lot more nuance. 

In these times, it’s always better to err on the side of caution. So overall, when in doubt, leave it out. 

Interested in talking more about your communications and marketing strategy? pg电子游戏试玩. 

For more PR and marketing tips and techniques, subscribe to our newsletter:

评论(0)
发布评论