If you’re anything like me, you’re currently feeling uncertain, isolated, and a bit overwhelmed by everything currently
happening with the COVID-19 pandemic. Not only is health a major concern, but many are grappling with how to do business in these uncharted times. Many businesses have temporarily closed, and others are trying to get up and running in more virtual ways as we speak. Never mind the fact that many of you are also trying to help your kids continue their schooling at home. No one is untouched by COVID-19 and what it means for the near future. At right: My husband and I have our work computers and our kids’ make-up homework materials set up at our table, with (currently at home from school) kids resting after lunch, and news about the Coronavirus and stock market in the background.
In times of crisis, it’s easy to become a bit frozen and cling to the familiar. I know I’ve fought myself on running an extra errand that I can avoid or making an exception for “just one meeting” in person rather than virtual. Change is very, very hard… especially when it feels like your organization could be at risk.
I don’t have all the answers, but when it comes to marketing, I do have some helpful tips to those leading your organizations and/or marketing efforts through these rapidly changing times. I’ve found myself repeating the same (highly effective) steps with my marketing clients over the past few days regarding closures and business modifications and I’m excited to share those steps with you.
Once you’ve decided what to do in this “new normal,” (i.e. modify business, close, etc.) I encourage you to play TAG with your marketing. Read on…
T: Think about what you can do to help.
You might be a bar that just closed with an abundance of bar snacks. Can you give some of those snacks to organizations who are working to feed seniors and food insecure people right now?
You might have several hourly employees who are temporarily out of work. Are you in a position to pay them to do food runs for the senior citizens or those with underlying issues in your community who are self-isolating?
Are you in a position where you can offer free virtual resources? (Workouts, tutoring ideas, etc.?)
Don’t forget the simple stuff too. Maybe your social media becomes focused on a positive message or daily update. Or to that aforementioned bar, do you have a cocktail or pub food recipe you can share?
A: Act.
Once you’ve thought of something you can do during this new normal, act. Figure out how to implement your new initiative and take a step toward making it work.
G: Give yourself Credit.
During times like these, we all want to help. Most of us also want to do it selflessly, but consider me the little marketing consultant on your shoulder begging you to take credit. Issue a press release, promote what you’re doing on social media, etc. Reporters, especially local ones, are looking for uplifting stories of community involvement right now. Take advantage of that opportunity.
Parting thoughts.
Whether or not you decide to play TAG, consider this time as an opportunity to start being consistent with your social media marketing. As part of my personal TAG effort, I’ve made a social media marketing calendar template based off of the one I use for my private clients and give to students in my paid online program. By emailing me at [email protected], I will send it to you for free—my gift to you during these hard times. Start by filling out a week of posts on one platform, and grow from there.
Life as we know it is changing hourly (some of you may be open for business now but temporarily closed in a few hours—mind boggling). Even if your business has shut down, though, your marketing can stay active. After all, our most effective marketing tools have been virtual for almost a decade. Take advantage of them, play TAG, and share your message.
I know that we can create any silver linings from this. I can’s wait to see the beauty (and marketing opportunities) that come from your TAG initiatives.
