Pandemic Pivot: How to adjust your marketing during Covid-19 and crisis

 

As many of you know, I'm the digital marketing manager for The Lip Bar in addition to the work that I do consulting with brands and teaching the First Funnel Accelerator.  When the pandemic hit, I was shook! I didn't know how our revenue would be impacted or how my clients would be affected in their business. What I did know was that I needed to pivot. 

Pivoting during this crisis requires an adjustment to your marketing strategy and how you communicate with your customer. You need to pivot in 3 areas:

Context

You now need to position yourself as essential and make it clear how you fit into the larger conversation that is occurring day to day. 

Content

How are you showing up online? Is it evident why your customer needs you and what you're selling at this point in time? Are you driving urgency and communicating like a solution?

Conversions

A confused customer does not buy. Therefore, your brand message, website copy, product pages and other marketing channels need to be optimized now more than ever. As people's skepticism and objections increase because money is tight, your focus on streamlining the shopping experience must also increase. 

Watch the video above to learn more about what these look like in practice and get some ideas on how to apply these to your business.