How to Pivot Your Marketing Strategy to beat the Covid-19 Crisis
Rebecca McIntyre
Head of Operations
22 May 20

It is difficult to find clarity in the times of uncertainty and we are all coming to terms with the evolving situation of Covid-19.

Now is the crucial time to go back to basics with your business and make sure that your marketing strategy and current message is connecting with your audience and their experiences right now.

Businesses who are seeing the biggest successes are those who have not only been able to keep up with the spin, but to roll with it and take off in a new and innovative directions – to pivot off to something new, a new version of themselves.

Whilst it may be tempting to retreat or hibernate until the worst of the heath and economic impacts have passes, and for some it may indeed be unavoidable, those business that have pivoted are reaping the rewards.

Here are 4 tips to help pivot your business during this crisis:

Tip 1 – Know your audience

In any marketing strategy, it is crucial to understand your audience and making sure you have the right message. It is imperative now more than ever, you need to know what value you can add to your audience as a brand and know what your audience is looking for.

How you choose to connect to your audience during a crisis says a lot about your brand.

Now is the time to increase your digital presence via social media. Take the time to listen to your social media community and gauge how your customers are feeling. Read their comments and ask questions about what they want to see from you during this time and how you can address their needs and concerns.

Tip 2 – Audit your website content

When was the last time you reviewed your website?  This is one of those tasks that gets pushed to the bottom of the to-do list, now is the time to review and update. While you are reviewing each page, consider if the content is useful and up to date. Some helpful questions to ask yourself:  Does your competitor have a similar page? How are they using it? Can you add information to make the page better? Is your website clean and easy to navigate? Or should you trim off excess content that doesn’t add value to your customers.

A beautifully crafted website is a great foundation for improving leads and sales for any online brand.

Tip 3 – When was the last time you sent an email to your clients

Have you been slack on your email marketing? Now is the perfect time to dive in and try things you have never done before or get back on track to communicate with your clients again. Instead of focusing on product sales or promotions in your email marketing, send email communication with content to entertain your audience and give them something else to read other than Covid-19 news.  This will also give you an opportunity to create content for the months to come and create a new content plan for future emails. What you do with your email marketing now will not only provide your brand with a new voice, but will also set your business up to be front of mind and success when consumers shift back into buying mode.

Tip 4 – Do you know what your online value proposition is?

Your Online Value Proposition (OVP) should describe how your product or service solves/improves problems, what benefits customers can expect and why customers should buy form you over your competitors. Your OVP should tell a compelling brand story to your online audience. Try new ways to tell your brand story for example through video on social media channels. Remember to keep it simple and clean. Another way is if you have had brochures before considering using website landing pages as a means of showcasing your brand one digital platform or provide downloadable marketing material to capture user information. 

The pivots you make now to your marketing can help shape your business to survive. Not only that, they will shape how you come out of the current crisis.

This is the most challenging time for your business and now is the time to thoughtfully consider your options, and we are here to help. If your business needs help pivoting its marketing strategy, get in touch.