The coronavirus pandemic is a thorny issue when it comes to your digital marketing. Should you mention it or not?
Businesses worldwide are struggling, and many have shut their doors for good. The global economy needs to continue as best it can, and for this to happen, companies need to keep customers coming through the door. The best way to achieve this is through digital marketing. Using online tools such as social media, blog content, and paid advertising to boost awareness, sell products, and acquire customers.
It doesn’t matter whether you’re a retail outlet, IT support company, or travel agent; COVID-19 is a touchy subject. You don’t want to seem like you’re using a worldwide tragedy to sell your goods, but then again, you can’t brush it under the carpet as if it never happened. The short answer is that there are certain times when it is appropriate to mention corona virus in your digital marketing. But there are also occasions when it is absolutely improper and even downright offensive.
If you’re unsure whether to include the elephant in the room in your next campaign, take a step back and think about what you are doing. The following do’s and don’ts may equip you with the necessary self-awareness to make the right choice.
Do help to solve the problem
Can your business make a contribution to stopping the pandemic? Plenty of companies have used their resources to help out in the global relief effort. So if your business is doing some good, shout it from the rooftops. It might inspire other companies to do the same, and the world will be a better place as a result.
Don’t use the virus to generate sales.
Coronavirus has been the most talked about topic online this year. Using this high traffic to promote your business is, at best, in poor taste and makes you look bad. At worst, you may be helping to spread fear and panic throughout the country.
Do inform your customers
The pandemic has no doubt affected your business, so you are, of course, duty-bound to let your customers know how the regulations and restrictions will affect them.
Don’t pretend nothing’s happened.
We can’t ignore corona virus, and in some respects, we are obliged to talk about it. By acknowledging it, you remind people that they need to socially distance and do their bit to prevent the spread.
Do make people’s lives easier.
There are a lot of people around the world having a tough time of it right now. People who have lost loved ones, are isolated and lonely, or have lost jobs. Does your product or service make their life easier? Can you offer a discount or a special service to those in need? If so, let them know.
Do use humor but Don’t be insensitive.
Everyone could use a little levity right now, but some subjects are not the most ripe for humor. Some brands have successfully made light of the current situation in a tasteful way, but you are walking a tightrope if you go down the comedy route.
There is no clear guideline about when to mention COVID-19 in your social media marketing, and you should judge it on a case by case basis. The most important thing is to avoid offending and try to be a force for good in these difficult times.