This document provides tips for digital marketing during a global crisis or pandemic. It recommends that communication with customers is key, and should be two-way by both providing and listening to information. Marketers should reassess their budgets and refocus spending on social media and SEO to remain visible and prepare for recovery. Messages should provide clarity on business measures taken and avoid hard selling, instead focusing on supporting customers.

1. There is no script for the situation in which
we find ourselves and many businesses are
unsure of how to progress their marketing.
Do you continue as normal? Should you
acknowledge and address the situation? Do
you communicate the measures you’re
taking as a brand or make yourself invisible
during the crisis? Here is our topline guide
to digital marketing in a crisis.
TOP TIPS:
Marketing in
a global pandemic

2. 1. COMMUNICATION IS KEY
The same rules apply for this situation as
for any other crisis: keep your customers,
clients and suppliers informed. Quite
possibly this may mean more frequent
communications than before. Your trading
position may evolve as time goes on so
keep your stakeholders up to date.
Encourage your customers to stay
connected on social media and use this
channel to help alleviate concerns.

3. 2. COMMUNICATION IS A TWO WAY STREET
Remember that communication is as much
about listening as it is about imparting and
reporting.
And from actively listening comes a deeper
understanding of the problems your clients
are facing.
Listen.
Acknowledge & understand the issues.
Be part of the solution.

4. 3. TAKE STOCK. REASSESS. REDEPLOY
With the exception of a few niche
businesses who are seeing an
unprecedented spike in demand - think
conference call facilities and toilet roll
suppliers - many organisations will see
their marketing budgets slashed.
Reassess. Where can your budget
generate the most value...PPC? Probably
not. So invest your depleted spend in
social media so you remain visible, or in
SEO so that you can prepare for recovery.

5. 4. KEEP IT CLEAR
Be clear about the measures that your
business is taking to protect your customers
and members of staff.
Provide clarity and reassurance wherever you
can.

6. 5. PRACTISE PRO-ACTIVITY
Look for appropriate external
communication opportunities - a new
mode of service if you've changed how
you operate, or a good news story if you
have one.
Remember point 2: proactively listen and
proactively project solutions to
customer problems.

7. 6. AVOID THE HARD SELL
This may happen naturally, depending on
your business, but if you are able to keep
trading, now is not the time to be working
towards a salesperson of the year target. It's
crass and lacks empathy.
Focus instead on what can you do to support
your customers. Remember our problem/
solution mantra. At the very least, provide a
welcome but situation-sensitive distraction.

8. 7. A FOND FAREWELL (FOR NOW)
If you need to take a break from
communication with your clients for any
reason, provide a positive roundup: "we
look forward to welcoming you back, take
care of yourselves, your loved ones and
those around you".
And back to point 1, communicate clearly
when you return.

9. We want to help, please get in touch if you
would like some specific advice.
We are offering free digital marketing
resources to help keep your employees
motivated and engaged.
Get in touch if you'd like to learn more.