If the COVID-19 pandemic taught us anything, it’s that preparing for a crisis– especially one as unprecedented as a global pandemic– is not something many people take seriously or even know they should spend time planning. But knowing how to market your business and communicate with your audience during a crisis is the key to weathering any storm you should encounter as an entrepreneur.

Without a plan, when the worst hits, suddenly and relentlessly, people are left scrambling to make sense of the world and keep their businesses afloat. Small and mid-sized businesses often not only lack a plan but also the ability to maintain their entire staff. While marketing departments and their budgets are typically among the first to get cut when a business is stressed, in a moment of crisis, your business needs a marketing specialist more than ever. Why? During an unprecedented disruption, marketers become the closest thing most businesses have in place for crisis management. 

Curveballs and plans thrown askew are not new realities for marketers. With digital marketing trends, social media platform algorithms, new technology infusions, and ever-changing consumer expectations, no two days are ever quite the same. Marketers are trained to be flexible, quick to respond, and unafraid to unashamedly sell an idea to try, even though that idea would have to be put to the test and there was no guarantee it was the right course of action.

Marketing during crisis

Why is marketing during a crisis usually the right thing to do? Your business is in existence because it addresses a need or desire of someone, somewhere. Most needs and desires, even if their priority ebbs and flows, remain intact, and it’s important to remind your customers that you are continuing to meet those needs and desires. The other reason to market during a crisis? Connection.

During a crisis is the time for businesses to double-down on social media in a way that is intentional and builds relationships with new and existing customers. Social media has, to date, served as real-time conversation with customers, prospects, and communities; as a marketing research tool; as inspiration for products, services, marketing techniques from competitors and other businesses; and, most importantly, it has served as a way to connect people across borders, behind brands, and across the globe.

During a crisis, allow your marketer(s) to do what they’ve always done: talk to your customers and continue to fulfill customers’ needs. Though this may be in flux and look different than your usual, it’s still possible. This may look like a number of things (and is why having a marketer who knows what to do, instead of winging yourself, is necessary): checking in on your base and loyal customers and offering new support such as educational resources for free; transitioning services online; packaging new products and services; and then, yes, some should only be spotlighting how they can help and the people they’re helping, those who are currently thriving.

Have a Resiliency Strategy

Everything– even a crisis– feels a bit more manageable when there are steps. Because of this, it’s important to have what we like to refer to as a Resiliency Strategy in place to give you an action plan for marketing during a crisis. A partnership of what is and what will come. Note that some marketing agencies might call this a crisis communication plan or crisis mitigation strategy, but we prefer Resiliency Strategy because it encompasses the present AND the future; anything limiting your potential to the crisis of the now is underestimating your determination, adaptability, and capacity for innovation.

While every organization will have a different tactical approach to navigating a crisis, there are three key points you should use when creating your Resiliency Strategy: 

• How should you communicate today?
• How will you prepare to communicate tomorrow?
• What will your business look like on the other side?

These three considerations will serve as your guide as you try to lay out a plan to navigate your communication with your customers in times of crisis.   

While navigating a crisis remember: You were once bold enough to envision something different than the status quo – that’s why your business exists and flourishes. Use that boldness now to seize the opportunity amidst chaos and envision the possibilities of the aftermath. At some point, a calm will return. You can innovate and connect in new ways in a digital environment and also be there on the other side waiting to help or you can be reactive and scrambling to catch up every day. Resilience in times of trial will be a factor in how you re-emerge and grow.

We’re always here for you

If you need more specific guidance or want a marketing partner who knows how to navigate through times of crisis, contact us to talk strategy and to discuss how we can help you prepare to make your business resilient through anything that comes your way.