The COVID-19 outbreak has affected all aspects of our lives, including marketing. Even if your business is not health-related, you are most likely incorporating the pandemic into your content and messaging. Yet you are also most likely trying to figure out exactly how to stay relevant while also appropriate during such an unprecedented time. This guide was written to help you with that. It includes:
- Guidelines for staying sensitive
- Resources for ensuring accuracy
- Suggestions for modifying your offers
- Tips for keeping track of it all
COVID-19 has not only shifted business trends, but also consumer priorities and the entire marketing landscape. The goal of this guide is to help you adapt your messaging accordingly so you can continue purposeful, quality communication with your audience and stand strong with your customers. Let’s start with the most important one:
COVID-19 has impacted individuals on a personal level world-wide, so the risk of inadvertently coming off as insensitive or even exploitative is higher than ever right now. And with social media communication at a peak, one small mistake could mean far-reaching and long-term consequences for you. Follow these guidelines to make sure you’re communicating appropriately during the COVID-19 outbreak.
Better too serious than sorry
While it’s normally common and effective for brands to keep a conversational tone, it’s best to steer clear of using humor or wit to accomplish that right now. Even being overly casual can be off-putting. Your content may not be as colorful or aligned with your brand personality, but it’s far better to be more serious than you want to be than to be more sorry than you can express.
We recommend keeping a positive, inspirational, and helpful tone. Avoid being humorous, witty, or casual.
Denny’s provides a good example of deviating from their normally playful
and pun-filled tone (see left) to a more serious one (right).
There’s a right way to make light of the situation
Being more serious doesn’t mean somber. You can still stress the bright side; just know the difference between positivity and humor, and between being uplifting vs dismissive of the situation.
An appropriately uplifting email relevant to COVID-19.
Check for insensitive words
You know not to use overt puns, but keep in mind that there are several words and phrases that prior to COVID-19 were completely harmless. For example:
- Killer (as in a “killer deal”)
- Contagious (“how to create contagious content”)
- Health or checkup-related terms (“give your budget a pulse check”)
Take a neutral or supportive stance
If your business is still operating and relevant, be careful with your positioning. For example, among the Federal government’s COVID-19 measures is a steep interest rate cut. For mortgage brokers, “Take advantage of the low interest rate now!” conveys an inappropriately exciting message. On the other hand, “Let us help you navigate the unstable economy” offers security and respects the gravity of the situation.
Similarly, marketing and advertising agencies reaching out to these businesses should take a position not of helping businesses to “capitalize” on the current …read more
Read more here:: B2CMarketingInsider