Don’t Let COVID-19 Stop Your (Digital) Show

Photo by Rob Laughter on Unsplash

At this point, the topic of COVID-19 has literally plagued news channels, social media sites, and everyday conversations. With nearly 5 million cases in the United States (as of August 8, 2020) and no vaccine, the coronavirus has changed the way we live our lives. Many businesses require masks, social distancing is the new way to party, and being home has never been easier. Of course, that last statement is objective as I know some of you don’t wear your masks, don’t believe in social distancing, and act as if it's impossible to stay home. Hopefully, we get to the point where the greater good is more important than the American economy, but that is another topic for another day. Today, I want to talk a little bit about how we can turn the current situation into one where you and your business can still thrive. If you are looking to expand your digital marketing plan during this time, it’s time to open the curtains and keep these five things in mind.

1. The Well-Being of Consumers Comes First. Without your consumers, your brand would not even exist. Consumers not only bring in money to your business, but they are crucial to establishing future relationships with new customers. When brands are able to put the well-being of consumers first, they bring a sense of humanity to their overall persona. Consumers want to feel as though they matter and that the brands they use and admire feel the same way. It’s simple. Consumers should always come first.
2. Don't Be Afraid To Take a Stand. During these times, consumers are expecting brands to take a stand on the issues that are going on in the world. If you haven’t read my blog about Ben & Jerry’s, you definitely should; it is an excellent example of how a brand took a stand and committed to future action. Consumers want to feel as though brands have a voice and won’t shy away from social issues. A strong ethical stance is better than no stance at all.
3. Embrace Diversity Always, Not Just Seasonally. During the month of June, many people were talking about how brands only show up for the LGBTQ+ community during Pride Month. Brands should not be afraid to embrace diversity year-round. You want your customers to support you year-round, right? It is not just fair but also your duty as a brand to continue to support diverse groups even after their month has come. Diversity includes but is not limited to sexual orientation, race, gender identity, age, and socioeconomic status.
4. Digital Strategy is More Than Social Media. People often think digital strategy is synonymous with social media. Even though social media is a large aspect of most digital strategies, there is so much more to it. Be open to other tactics such as search engine optimization (SEO) and email marketing. Each tool yields different results and can be tailored for different campaigns. An integrated digital strategy works well with a variety of methods to reach your intended audience.
5. Let COVID-19 Inspire not Deter. I think COVID-19 has forced marketers, brands, and consumers to reevaluate the way they have been doing things. Marketing has always been about thinking outside of the box to reach your customers. Now, you have to think outside of the box, a few steps away from the box, and maybe even around the corner from the box. This is a great opportunity to reinvent yourself as a brand and be inspired by the situation at hand. When else will we have this amount of “free” time to really dive into our craft? Don’t let your marketing genius be stalled because of the virus, let it enlighten your vision.