Marketing In Uncertain Times
Rhianna Dixon • May 21, 2021
Marketing During Uncertain Times
Society has undergone many transformations throughout the course of history. In unsettling times, how we respond will greatly affect how successful we remain. History is full of examples of companies that have not only survived, but have thrived in the midst of uncertain times. Here are some tips to help your company be one of the thrivers!
Be Communicative
Communication – both within and without the company - is paramount. Communicate early and often as changes occur. We need to display comfort with improvisation in order to reduce fear and uncertainty. This will help build trust and momentum. Also to be noted, in the thick of the battle, “we are in this together” goes a long way. Never underestimate the simple power of human connection during a crisis.
Be Flexible
It may seem easier to let your company remain in autopilot when you are going through a time of uncertainty. However, that is precisely the time when you should stop and re-evaluate. If financial analysis requires budget reallocation, you may need to focus on retention of your core customer segments as opposed to customer acquisition. Evaluate short term needs, but keep an eye on the long term as well. If you maintain momentum and remain connected with your core customers, this will likely pay off down the road.
Be Relevant
Marketers need to understand changes in buying activity. This past year has created major shifts in how we do things. Do we know where to find our current customer base? Be sure to regularly re-evaluate; some things will ‘return to normal’ and other things will not. Are our offerings relevant to what our clients need at the moment? Are there any ways that we can pivot or shift – be it temporarily or permanently – to fill a need? We need to let our customers know that we have solutions for them, especially if they are new solutions. Being aware of where we are as a whole will help us stay relevant to clients’ needs.
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