The coronavirus (Covid-19) pandemic has put the entire world at a standstill. Social distancing, lockdowns, quarantines, and masks are words we now commonly use.
Currently, over 100 million people worldwide have been infected by the virus, with over 2 million people deaths. However, with a vaccine finally being in sight, there may be some hope of attaining some semblance of normalcy yet.
The highly infectious nature of the virus called for swift government response across the globe to curtail its spread. Schools, places of commerce, public facilities, and even borders were closed.
Although these government responses were imposed in order to save lives, the economies of countries around the world suffered great losses. Trade and commerce were massively affected, disrupting the movement of goods and services.
This ripple effect of this shockwave is being felt in every nook and cranny of the planet. The health and financial implications of the virus are issues that the world is now having to cope with.
The lockdowns implemented to curb the spread of the virus were a big hit to businesses, especially with them experiencing huge deficits in profits.
As a business owner, the one thing on your mind (apart from staying safe) will probably be how to get your business back up and running.
Top 6 Strategies to Increase Brand Awareness During Global Pandemic
For this reason, we assembled some great strategies that you can utilize to increase your brand awareness even in the middle of a global pandemic.
#1. Don’t be negative
Marketing is actually a very delicate art. Create awareness for your brand while trying to stay positive. However, this doesn’t mean you should be ignorant of the times the world is in. There’s a general sense of negativity around the world currently, and any strategy you adopt shouldn’t fuel the fear.
So, stay positive, let your campaigns be positive, and watch your marketing numbers thrive even in these conditions. Think outside the box for a creative, bright way to showcase your brand without scaring potential customers off. If it’s not positive, then you need to consider going back to the drawing board.
#2. Stick to your online services
Social distancing and lockdowns mean attending conferences or events physically is not even an option you can consider at the moment. So, it’s best to put more time into perfecting your online services or starting if you didn’t have provisions for such before.
You should consider working your marketing strategy around webinars and live videos that will encourage your target audience to patronize your brand. These webinars or live videos should be scheduled at regular intervals. Remember, quality content over quantity.
#3. What help can you offer?
Does your business entail something that could make life in lockdowns more enjoyable? If it does, direct your marketing efforts towards providing valuable content to your audience. In these somewhat harsh times, people are looking for things to make them happy, and your brand might be just that.
What attracts people to your brand? Is your product key to their having an interesting time during lockdowns? What exactly does your brand offer. These are the questions you should answer to know how valuable your product is to your target audience.
However, this doesn’t mean that if your brand isn’t directly of help to people during lockdowns you should call it quits. Rather, have a brainstorming session on how your brand can have an impact or motivate people who must stay at home all day. You could share pointers on how your brand copes with the rigors of remote work or work from home.
Your marketing needs to be people-focused, after all, they are the ones who will patronize you. Don’t pat yourself on the back.
#4. Grow your social media presence
The impact of the pandemic is being felt by everyone everywhere. The strict measures that have been put in place to curb its spread have affected every facet of life. Life as we know it may have changed forever.
What we knew as “normal” is no longer normal. In these difficult times clouded by an unpredictable future, what really matters is showing your targeted audience that you truly care. Empathy is very important. Your marketing strategy should be built around empathy, and there’s no better way to do that than with social media.
As a result of staying at home for an extended period, social media usage has spiked. In a survey, 41% of men and 46% of women say they’ve spent more time and social media during the pandemic. Many people stay glued to their phones although searching for good content. There’s no better time to be empathetic with what you post. You shouldn’t fill your entire feed with everlasting ads or promotions.
The most important thing here is to be a brand that is relatable. People will always prefer brands that they can relate to and not brands that prioritize sale numbers.
Finding a balance between keeping in touch with your target audience, pushing your products, and making some relief contributions is crucial. Show some commitment by donating relief materials or sharing some of your profits with charities or other such programs.
#5. Don’t use fear to your advantage
The rate at which the coronavirus, spreads is enough to create anxiety and fear.
Using your platform as a brand, you should try to keep customers informed as to how your business aims to deal with the impact of the virus.
For instance, the steps you’re taking, closing down your physical stores, enforcing wearing masks, and so on. You could even give tips on how best your customers can stay safe and avoid contracting the virus. This kind of correspondence will foster better customer-business relationships.
Keeping your customers and other people informed is great and all, but be careful not to make moves that would cause panic to escalate. Be careful with the language you use to share information. Talk in simple clear terms and avoid being dramatic.
You don’t need to boast or brag about how well your brand is doing. Even if you have been working, try to remember that others have not. Experts predict that could be over 25 million jobs lost worldwide as a result of the coronavirus pandemic.
Always make sure there is a measure of empathy communicated with your brand posts. Be mindful of the tone you use for your ads. Avoid things like, “Great Covid Deals”.
You need to be abreast of the current happenings concerning the pandemic. This is essential to your posts being informed. Stay in touch with current events.
#6. Focus on your existing customers
It’s always going to be easier to convince your existing customers to patronize you than it is for newer customers. A regular customer already knows what’s your brand is all about and to what extent your products can satisfy their needs.
It’s always a great idea to try to devise ways that can help you stay at the top of your audience’s lists. Marketing automation is one of such ways.
During this pandemic, you should do your best to keep your customers calm. Offer advice on how to stay away from the virus. Actively care for them and attend to their concerns. This breeds customer loyalty.
Putting some up your products for sale at discounted prices also shows that you understand what they are going through and you identify with them. Share helpful tips on basically anything that make their time at home more enjoyable.
In some parts of the world, a number of companies discounted the rates they normally charge for mobile transactions.
For example, in Kenya, the largest telecommunication company, Safaricom allows its subscribers to transfer up to $1500 from their bank accounts to their mobile phones for free. Some companies in the finance industry and even banks offer saving plans and tips to help customers keep their money better.
Looking ahead to better times
Things may never be the same, but with the mass-production of a vaccine for the coronavirus on the horizon, there are signs that we can at least start rebuilding.
The main issue to consider is how your audience would feel about your brand after the pandemic. For now, however, the needs and concerns of your consumers are all that should matter to you.
With these six tips, you can do smart and responsible marketing in these trying times and even look towards growing your business.
About the Author!
Arthur Evans is a highly skilled freelance writer and proofreader from the UK with years of experience in the Australianwritings assignment writing industry. Being interested in everyday development, he writes various blog posts and discovers new aspects of human existence every day.