How TF Do I Market My Products During COVID-19?| Importance of Live & Streaming Content

I know marketers are wondering “HOW TO HECK DO I MARKET DURING COVID-19?” Sure, Lysol is having a blast, but most of us are seeing sales plummet.

I’ve been talking to folks at agencies, freelancers and CMO’s. Here’s what tactics are working to continue doing business as the world freaks out:

(Aside: I’m a marketing consultant who is also a fashion influencer. You can hang with me on twitter, and check out my consulting site here.)

Importance of Live & Streaming Content

Most of the ideas below utilize live or streaming content. Facebook Live, Twitch, etc, are going to be critical in a time where we don’t have onsite teams to make high-value imagery and videos.

Embrace this opportunity to create real and authentic engagement with your customers! Work creatively within the limits we find ourself dealing with.

Let’s go!

#1: Your Employees are Your Marketers Right Now

Customers want to know how you’re helping and protecting the wages of your employees, especially businesses with hourly employees. It is a MUST to offer PTO//pay wages (Nike is paying store staff for the hours they were scheduled for over the next 2 weeks).

Not only is this the RIGHT thing to do, it’s a good PR and marketing strategy. I’m seeing a lot of negative posts about big companies failing to do this, and their employees ask for $$ from family and friends. WOM is POWERFUL, and people are talking about how your company is responding. Some companies are only offering pay if an employee tests positive for COVID-19, which is idiotic. People can’t get access to tests. How will they get paid for doing the right thing and staying home????

Paying wages is the right thing to do, and it’s also imperative for your bottom line. There is a SERIOUS amount of ire coming at companies failing to make these changes.

#1b: Social Good Advertising

Your org may have a social good department, and now is time to rev that up. Moving budget to social good to help with needs in your core customer group is a great way to build goodwill and interest in what your company is doing // garner support for your products.

#2: Stop Sending Emails about Sanitizing

Stop sending emails about how your’e disinfecting surfaces. It’s weird to brag about hygiene. I’m getting these and thinking, “Wait. You weren’t already sanitizing your floor samples/counters/etc on a daily basis…?”

#3: Influencer Unboxings FTW

Recently on my IG account, I asked my followers if htey wanted me to switch from posting public health PSAs to my “Regular Content” of unboxing and reviews.

My followers are pretty liberal folks, who are social distancing and very poitically engaged. I was FLOORED by the requests for “Fun Content.” People asked for an “island of normalcy.” I thought folks would be mad at me for even thinking of making “fun content.”

So I’ve moved my IG Stories to 90/10. 90% fun and cotton candy and 10% COVID reminders. I think it’s important to discuss social distancing, etc, still — but customers still want to watch fun content!

I would encourage that you send products and engage in influencer campaigns, wherein the influencer can stay in their home. Unboxings on IG Story and FB Lives, YouTube reviews, etc.

Finding Influencers: If you’re trying to find influencers who are engaging with COVID-19, and also continuing to create content (offering a balanced approach), lmk! I can connect you with influencers.

#4: Free Trials FTW!

Promote free trials of your software, if applicable. Now is a time when people are trying new solutions. Ask, “How would someone use our product if they can’t leave their house? What value would we provide?”

Would your physical product be great for kids who are home from school? Would it be a great gift to send to a loved one whose wedding was canceled?

How are you providing real value to people?

#5: Content on COVID-19

Okay, so you’re not the World Health Organization, but you can create content around COVID-19 that is actually helpful. I’d prioritize live video content, as it’s lower cost and takes less planning than a full production shoot.

Live videos means you can get away with lower res videos, and get content out NOW!

Neighboring COVID-19 Content

Once you’ve figured out how your org provides value during this stressful time, pivot your content calendar to make it happen. Some ideas:

• Small businesses can create content about how they’ve altered operations, and why gift cards are important.
• Team members or the company founders can share LIVE unboxing and product reviews on social media networks
• Product companies can share content on how their product relates to working from home, makes a great gift for folks who had to cancel a wedding, etc.
• Send emails about how you’re ensuring the safety and well-being of your employees

“Is this actually valuable to people?”

Before hitting publish on ANYTHING, we must ask ourselves, “Is this providing real value? If I didn’t work here, would I care about this?”

The current climate requires that we be strategic in our communications, and this may mean putting some campaigns on pause, while offering real value. Don’t be afraid to be vicious when restructuring marketing plans.

Nobody gives a shit that you’re using Clorox Wipes. They want to know how your product with help them live a better life right now, and what you’re doing to support your employees.

Thanks for Reading!

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