4 Facts You Should Know About Marketing During a Pandemic

By Matt Bertram

By Matt Bertram

Matt Bertram is Head of Digital Strategy at EWR Digital. He is a nationally recognized expert in SEO and the Co-Host of the top rated SEO Podcast, "The Unknown Secrets of Internet Marketing." Author of Build Your Brand Mania: How to Transform Yourself Into an Authoritative Brand That Will Attract Your Ideal Customers with contributing articles in Forbes, Search Engine Journal and numerous other publications pertaining to digital marketing.

Understanding buyer psychology is an important aspect of marketing. With the coronavirus pandemic, there will be lasting changes to consumer behavior, including how people go about buying products and services they need. Social distancing will continue for quite some time in the foreseeable future. A digital marketing agency will need to go the extra mile when marketing during a pandemic to potential customers. That means high-quality online marketing will be more prevalent and necessary than ever.

Marketing During a Pandemic and Adapting to Consumer Psychology

It’s increasingly important for businesses to take various aspects of consumer behavior psychology into account to adapt and maximize success. Keep reading to learn facts about social distancing and customer psychology in marketing.

4 Facts You Should Know About Marketing During a Pandemic

1. Pay Attention to Your Marketing Tone while Marketing During a Pandemic

When it comes to the psychology of buying, potential customers are going to be extra aware of your business’ tone. This means that any marketing materials you put out in the world could be perceived as tasteless or inconsiderate.

While marketing during a pandemic, it’s important to word your marketing outreaches with care and attention. During periods of normalcy, a tone that is sarcastic or even snarky can be a clever way of attracting customers. Still, such a tone could now be considered irrelevant at best and hurtful at worst.

With this in mind, your marketing should adopt a tone of empathy, kindness, and overall understanding. You don’t have to be humorless, though. In fact, a bit of tasteful humor could lighten the mood a bit. For example, many jokes and memes travel around the internet about people buying toilet paper like crazy. Of course, there’s a fine line, and it’s always best to play it on the safe side.

The best way to gauge your tone while marketing during a pandemic should be by listening to what your customers and others are saying. For instance, this can be done by looking over social media posts and their comments or speaking with people through private messaging.

2. Stay Up-to-Date on the Situation

The best way to learn about how your customers will change their shopping habits and other methods is by staying up-to-date on the pandemic. In a situation like the one we’re currently experiencing, things are going to happen fast. With this in mind, it’s more important than ever to stay on top of the news. This will allow your business to make announcements if necessary, allowing potential customers to feel calm, informed, or understood, depending on the context.

However, you shouldn’t feel obligated to respond to every unfolding moment of the situation when marketing during a pandemic. Sometimes, it pays to remain quiet on a particular issue and go in a different but careful direction.

Still, if you think that your products and services can help any aspect of the situation, you should say so.

3. Predict Customer Behavior Changes

When you remain diligent about staying up-to-date, you’ll also be able to better predict how potential customers will change in their behavior. In the case of social distancing, many people will not want to order takeout, let alone dine in a restaurant. If you’re in the food business, then you’ll want to start emphasizing delivery as your main way of getting people their food.

The coronavirus can live on surfaces for several hours or even days. Knowing this information, you can predict that potential customers will feel pretty nervous about getting food deliveries. They might be worried that the virus is on the delivery bag, the food containers, or even on the food itself.

This is when you can emphasize in your ads, email lists, and elsewhere that your business is revamping its sanitary procedures. For instance, you can tell them that all workers will be wearing face masks and gloves. They’ll also be glad to know that all surfaces will be wiped clean regularly.

The more information you offer, the more peace of mind you’ll be giving your potential customers.

4. Offer Incentives and Other Help in Your Marketing During a Pandemic

4 Facts You Should Know About Marketing During a Pandemic

Even during a pandemic, customers can be directed to your products and services if you give them an incentive. For instance, any discounts or coupons you can offer would go a long way. During a crisis such as this, customers will be buying certain items in bulk, including those related to health, food, sanitation, and more. Likewise, social distancing has increased the demand for food delivery, so many businesses and apps are waiving their delivery charges.

Even in the absence of discounts and incentives, a pandemic could cause your stock to deplete quite quickly, so you should always be prepared that you can keep up with the demand. Potential customers will be even more likely to give you their business if you can do things to help out where possible.

You can also ease the burden on customers by offering your products and services online or in a virtual format, if possible. This can come in the form of webinars, ebooks, streaming services, and more.

Are You Ready to Leverage Consumer Behavior To Help You With Marketing During a Pandemic?

Now that you know all about social distancing and consumer behavior in marketing, you can ensure that your business can succeed during this delicate time.

eWebResults can provide you with all of the online marketing services for marketing during a pandemic that you’ll ever need – including online customer service, SEO optimization, web design, pay-per-click advertising, and more.

We’ll outfit you with all that you need to make your business grow!

If you have any questions about our high-quality services, feel free to contact us. We’re always happy to help out.