For many small businesses, advertising during the coronavirus crisis might seem a little far from reach. Many of us are worried about keeping our current clients and evaluating our finances, that one of the first things we want to do is cut the ad budget. But, marketing experts recommend keeping investing in digital channels during these hard times. Web Launch Local is still working with clients during the COVID-19 lockdown, and we want to share with you a list of the common ad mistakes companies make during a crisis. If you want a consultation, please contact us here.
Leave your ads without changes
You would think no serious company will fall for this mistake being a very obvious one, right? The truth is, even if your common sense tells you to change ads, many businesses can forget to pull out some of their messages a little too late. Take as an example, the latest KFC ad launched in the UK, in which a man was licking his fingers as the slogan dictates “finger-licking good,” something that attracted negative attention to the brand. Nowadays, every ad that showcases close human contact is being pulled. Small businesses must do the same, and also consider changing their ads completely to communicate a more fitting message for the pandemic season.
Exploit the situation and take advantage of fear
Panic buying has caused a shortage of supplies around the world, and a few malicious persons have tried to make a profit by buying and reselling highly demanded items like masks, toilet paper, and hand sanitizer. As a society, we don’t need these hurtful actions, not to mention that you will kill your business image by doing this kind of easy money. These are times for helping others and informing our audience with accurate and helpful information.
Stop running ads completely
The other side of the coin: in times of crisis, it’s a mistake to leave your ads exactly as they are, but also it’s a mistake to stop running ads completely. There will be many small businesses struggling to keep their marketing budget, but history has shown us that the companies that survive a crisis obtain substantial advantage from their competitors. Marketing experts recommend that, if you can maintain a minimum ad budget during a crisis, this will allow your business to keep its valuable traffic and branding status in the market. Remember to use your ads to help people in these hard times.
Expect the same organic traffic
Depending on your industry, you will experience a significant loss of organic traffic in your digital channels. Industries like food, healthcare, finances, cleaning, and media will surely grow their numbers, but other ones like traveling business, real estate, construction, and transportation will sink into the bottom of the charts. If you want to keep your business moving during the crisis, this is another reason to continue investing in ads, just be sure to launch the right message to your audience. Don’t try to sell too hard during the crisis, but be helpful, empathetic, and responsible. Build a strategy in which you use your business resources to help people get through these difficult times. Your business will be at the top of the minds of your future clients.
Go for new clients and forget about your current ones
Your first concern during the current crisis has to be preserving your actual clients. Keep constant contact with your most important clients, and be sure all their needs are covered up. New clients will be tempting during a crisis, but don’t let fear cloud your judgment. First, evaluate all your resources, from equipment, personnel, and time, and orient them to your more significant accounts. Then, if you have time and resources to spare, work on new strategies to maintain the cash flow. Of course, keep your salesforce on guard.
Do you think you can manage? We want you to keep your business afloat. Please contact us for a free audit.