Whether you’re an essential or non-essential business, marketing during this time can prove to be challenging. Businesses need to stay relevant, while also appropriate. Here are a few tips that can help you stay in front of your audience while also remaining sensitive.
Align Your Messaging and Tone
COVID-19 has hit many on a personal level, aligning your messaging and tone is essential. Social media usage is at an all-time high as more people are staying home. One small inadvertent word, post or comment could come across as insensitive and have far-reaching and long term consequences. Keep a positive, inspirational and helpful tone. Avoid being humorous, witty, using puns or casual (even if it does not align with your brand personality.)
McDonald’s is a good example of diverting from their normal playful tone (left) to a more serious one (right.)
You can still remain positive without being bleak. Stress the bright side and make sure to be uplifting and not dismissive of the situation.
Insensitive Words
There are several phrases and words prior to COVID-19 that were completely harmless, but now can be viewed as insensitive. Try to avoid the following:
- Opportunity
- Deal
- Killer (as in a “killer deal”)
- Contagious (“our fries are contagious”)
- Health related terms (“give your budget a pulse check”)
- Spread
- Infectious
- Viral
- Gather
- Event
Take a Neutral or Supportive Stance
You should not be taking the position to capitalize on the current times, but rather of helping those that need you.
Use:
- Contribute
- Connect
- Play a role
- Navigate
- Cope
- Respond
- Team
- Community
- Learn More
Do not use:
- Capitalize
- Offer
- Gain
- Profit
- “Now!” “Call today!” “Book Now!” Any sense of urgency is not going to resonate with consumers at this time. Instead use, “Learn More”
Be careful with:
- Opportunity
- Make the most of
- Celebrate
- Exclamation marks
Check Your Scheduled Content
I’m not a big fan of “set it and forget it,” when it comes to social media. A proper strategy and marketing plan is essential, but checking on scheduled content is crucial. Check scheduled posts for relevancy and appropriateness. This may include:
- Birthday and anniversary offers
- Holiday content
- Jokes and humorous campaigns
COVID-19 is a new era, but you got this! Your messaging and tone may be a little different, but your standards should remain the same. You’re still supplying information, adding value and staying in tune with your audience needs.
Feel free to reach out to us, we would love to brainstorm campaign ideas with you!
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