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Covid Marketing: How to Manage

Estimated reading time: 5 minutes

Change isn’t on the way; it’s already here. Covid-19 has developed at a rapid pace, and marketers are taking notice. As things start opening up and we adjust to our new normal, consumerism isn’t going to look the same; and that’s okay- it shouldn’t. In the past two years now our priorities have shifted, meaning our covid era marketing techniques have to, too.

One of the few silver linings to this pandemic life has been the highlight of how intertwined we all are. To keep others safe and society together, we have had to make extremely difficult choices. Toughest of all, we have had to stay home and distance ourselves from friends, family, and loved ones. We’re making sacrifices for the greater good, and this mindset will carry into how people shop in the future.

So, how will marketers adjust to the post-pandemic environment? We certainly don’t have all the answers yet, but we do know a thing or two. If you want to know what marketers are doing to adapt to the current climate, keep reading.

What should you be doing?

It is now understood that moving forward, our post covid marketing should focus on using content to build powerful connections. It’s so important to have a space within your brand to foster conversations with your customers, followers, and target audience. This extra emphasis on communication allows customers to interact with your brand at a more personal level. The main takeaway is that covid era marketing should be using the internet, more specifically social media, to connect and share resources with followers.

This will be beneficial in a few ways. First, customers will think of the brand as being more relatable, therefore more likable.  The more likable a brand is, the more willing people will be to purchase, use, and share their products with those they love. Secondly, if the business has a following, it puts them in a position of power to share helpful resources to their followers, allowing them to assist those in need.

Addressing Issues

One way to connect with your audience is by taking time to address issues going on in your customer’s communities. Whether that be financial issues, political unrest, racial inequality, or any other sort of oppressive behavior affecting your market. Social media is a great place to foster these conversations. Same with online chat forums, or virtual events that customers or followers can attend. This can also be done by sharing resources with those in the community who may need them. A simple email, text, flyer,  or social media reshare with phone numbers or addresses of places people can reach out to for help can go a long way. By humanizing your brand and speaking to consumers’ concerns, you garner respect while making an important difference in the communities you serve.

Another important topic to consider is how you address customers’ questions about whether your goods or services are acquired responsibly. You can also touch on how you protected your personnel throughout the pandemic. You should take these questions in stride. This is a great opportunity to show followers the great things you are doing and how you’re handling Covid-19. Customers want to support brands that they think are doing things the right way and treating their employees fairly. Showing your customers how your company is doing is a great way to engage with them on a real level; all while promoting your product to your followers. According to a Mintel study from 2018, 73% of consumers are influenced by a company’s charitable contributions when deciding to purchase. It is also understood that this isn’t likely to change anytime soon.

Staying Up To Date

The next important step in building your business’s local SEO is ensuring your contact information is accurate and up-to-date. You should be sure to keep up to date on both your Google My Business Profile and website. Be sure that your name, address, and phone number are the same on each account to prevent Google from thinking your information is inaccurate; which will lower your search ranking. Both your Google My Business Profile and Website should be accurate and consistent. 

When adding contact information to your website, make sure it is easily accessible for both your customers and Google. If your contact information is in image form, Google has a hard time finding that information and will have trouble verifying your business. 

Final Thoughts

At the end of the day, the biggest thing a brand can do to stay relevant in these times is to reach out to followers and customers by interacting with them in spaces they are already in. If you’re having doubts, listen to this interesting fact: The New York Times recently declared (what many of us already knew) that the “coronavirus has transformed the way we internet.”

Our tolerance for screen time has never been higher, and that is unlikely to alter in the near future. This means that the heavy presence of the internet is here to stay and it is best to get ahead of the curve before the rest of the world and start using it to your advantage. When we return to our new normal, whatever that may be, one thing is certain: consumers will return to the marketplace. That’s why businesses must learn covid marketing now in order to be ready to intercept customers once their doors reopen.

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