Marketing during a global downturn

Posted by Deb Croucher | March 27, 2020

We’ve seen nothing quite like it before. The global COVID-19 pandemic is causing disruption in almost every industry sector. The landscape changes daily as the crisis unfolds.

Government stimulus packages will help but there is no doubt many businesses will experience really tough times.

But businesses and economies will recover. We always do. And our markets will come back strong, looking for us again.

Even in the most challenging of times, there is always opportunity.

The worst possible thing you can do during these times is turn off your marketing and become invisible. Customers need to feel confident you’re here, you’re strong and in control and you’ve made plans to deal with the crisis.

Here are the vital things to communicate to your market.

Communicate your management of COVID-19

Every business is making plans to ride through the downturn and keep staff and customers safe. But your market doesn’t know about those plans unless you tell them.

Let your market know that you have arranged home working for your team. Let them know about the protective measures you have implemented to keep your customers safe.

Explain how it’s business as usual, or explain where there might be disruptions to services. Explain how concerned customers can contact you.

Communicate your strength and innovation

If you’re working on new initiatives, tell your market.

Talk about new equipment, new software, new ways customers can purchase online.

Examples in our client base include Edcon Steel that has just launched its complete online shopping experience for steel and metal and The Conscious Farmer that continues to sell its grass fed beef direct to households from its website.

By maintaining a strong communication strategy, you make sure that your loyal customer base knows you are still able to service them. This is the group that will keep your business rolling if new growth is limited.

The danger of invisibility

Removing your marketing spend might give the business some immediate financial relief, but it is only a short-term solution.

Putting a stop to your marketing activities weakens your brand, reduces consumer confidence and reduces the potential for profitability when the upturn comes.

A business without any active marketing is essentially invisible to consumers.

No search or display advertising, no retargeting, no social media, no creative content, no email newsletter campaigns, no communication with the world… it all equals a reduction in customer traffic and the eventual demise of your company.

If you maintain a healthy level of marketing during a downturn, you will be well positioned when there is a positive shift in the economy. Your brand awareness will be strong and you will often capture market share from competitors who chose to reduce their activities during the downturn.

At Brilliant Digital, we provide digital marketing solutions that achieve results. We partner with our clients to help them navigate challenging times and build a unique strategy to get them the results they need.

Contact us to discuss how we can support your business with our strategic approach to digital marketing.

Read more digital marketing articles.

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      177 Victoria St,
      Smithfield, NSW, 2164

      Sydney based with clients Australia wide

      02 9939 5223