{"id":4260,"date":"2020-04-16T10:00:00","date_gmt":"2020-04-16T10:00:00","guid":{"rendered":"https:\/\/sonusbenefits.com\/navigating-marketing-during-a-crisis-qa\/"},"modified":"2020-04-16T10:06:57","modified_gmt":"2020-04-16T10:06:57","slug":"navigating-marketing-during-a-crisis-qa","status":"publish","type":"post","link":"https:\/\/sonusbenefits.com\/navigating-marketing-during-a-crisis-qa\/","title":{"rendered":"Navigating Marketing During a Crisis: Q&A"},"content":{"rendered":"

In the wake of COVID-19, marketers are scrambling to figure out how to talk to their audience. <\/span> <\/span>You need to continue marketing, but how do you do so in a way that feels right during a time when everyone is scared, nothing is certain, and people aren’t buying?<\/span> <\/span><\/p>\n

If you’re feeling at a loss and unsure how to continue talking to your audience, you’re not alone. We’ve compiled answers to some common questions companies are <\/span>struggling with. <\/span> <\/span><\/p>\n

Should we drop our regular content plan altogether to focus solely on COVID-19?<\/span><\/i><\/strong> <\/span><\/p>\n

The short answer is no. <\/span>People are overwhelmed already. Continuing to post your regular content may help your audience preserve a much needed sense of normalcy. T<\/span>here are hundreds (if not thousands) of articles and resources shared every day that pertain to COVID-19. The front pages of every major new<\/span>s<\/span> organization are covered with COVID<\/span>–<\/span>related content. So posting about it just to feel like your content <\/span>seems<\/span> relevant isn’t <\/span>the most helpful approach<\/span>.<\/span> <\/span> <\/span><\/p>\n

However,<\/span> if you have resources that are unique to your <\/span>business\/industry<\/span> and will be specifically helpful to your audience, then absolutely share them. <\/span> <\/span><\/p>\n

The key here is to make sure you’re providing something <\/span>useful<\/span><\/i> to your audience. <\/span> <\/span><\/p>\n

I need to be marketing a product\/service, but I don’t want to sound insensitive.<\/span><\/i><\/strong> <\/span> <\/span><\/p>\n

This can be a tricky one because it all depends on your ability to navigate tone through writing. The best thing you can do is be honest and authentic. People will pick up on anything that feels like you’re taking advantage of the crisis. <\/span> <\/span><\/p>\n

Be direct. If referring to the crisis feels relevant and necessary, speak to the specific needs and anxieties of your audience. Acknowledge them and explain how your product can help them.<\/span> <\/span><\/p>\n

If your product has nothing to do with COVID, adding a simple statement at the end of your copy <\/span>may<\/span> be all you need. Here are some examples: <\/span> <\/span><\/p>\n