March 26, 2020

Why Stay-the-Course Marketing is Your Best Strategy During a Crisis

Business Coaching for Women, Business Tips & Strategies, Marketing, Success Mindset

We’re all being tested by the COVID-19 pandemic. Financially. Emotionally. Physically. Intellectually. What we took for granted just a few weeks ago – laughing with friends over dinner in a restaurant, prepping for an event to promote your business, finding toilet paper (never mind deciding which brand to buy!) at the grocery store, indulging in some retail therapy at the mall – it’s over. Done. At least for now. Even with all that, I want to share with your how, and why, staying-the-course can be your best marketing strategy during a crisis.

These are scary times for a lot of reasons, but having survived some serious adversity in my businesses – some that were due to personal decisions I made and some which I had no control over, I’ve learned that the phrase: “keep calm and carry on” really is the best plan of action. This especially applies to marketing your business.

While we are all rightly focused now on our health and the health of the people we love, it’s also important to take whatever steps you can to maintain the visibility of your business, even if you’ve been forced to slow down or even temporarily close shop.

Right now, so many people are worried about money. Companies are slashing budgets and laying off staff. Isolation (and the news) isn’t helping. Unless you’re one of the lucky ones who hasn’t seen a drop in business, try to keep calm and remember that marketing, especially in times of crisis, is a long-game.

Here’s how to stay-the-course in your marketing during a crisis:

1. Use the precious time you have at present to market your business in ways that will build your brand.

2. Don’t let all this uncertainty distract you from living your brand values. For many – and I know this is painfully easier said than done – that will mean putting people over profits.

3. No matter how much of a downturn you experience, do everything you can to keep your brand light burning. If you let it go out, trying to light it again after months of no activity will require a huge effort, and you’ll be at a competitive disadvantage when the wheels of our economy start to gear up again (and they will).

4. Safe to say that the spread of the Coronavirus has changed the world as we know it. Even though we’ve been sheltered here in the US for so long from so many global problems, it’s clear we’ve taken a lot for granted. When we least expect it, change – sometimes serious change – shifts everything. The way to safeguard yourself is to put contingency plans in place for you personally and for your business.

While there are still dark days ahead, this crisis will pass. People will come out of their homes, offices and shops will open. Businesses will find their footing again. This experience will also teach us some important lessons. (I know it has taught me some things!)

Your personal health is the most important issue in all this, of course. But, when it comes to maintaining the health of your business in times of adversity, keep your eye on the big picture. You’ve worked hard to get here. While you may not have the personal or financial resources at present to keep pace with the business goals you set for yourself, don’t let them fizzle away.

First and foremost, take care of yourself. Do what you can to make current and potential customers and clients aware that you’re still here, riding it out, just like them. Know that better days are coming.

Together, we will get through this.

Do you have questions about how you can succeed in your business and accelerate your journey toward reaching your goals? I invite you to learn more about From Startup to Success coaching packages. Begin with a no-cost 30-minute consultation to discuss where you are with your business and where you want to go.