No business always goes up. The real meaning of business is facing both ups and downs. One may face different challenges in business from time to time. And, marketing plays an important role, especially during this phase. That is why, it is necessary to have a crisis management and marketing plan in place, even when a business is thriving, to be prepared for any challenge.
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Here are some of the best tactics one can follow for marketing in any critical crisis. Each of these six marketing ideas will help even in the worst business or marketing situations.
- Digital Marketing
Whenever there is talk of marketing in a crisis, one must recognize digital marketing. 65% of businesses have expanded their digital marketing efforts as a result of the Covid-19 pandemic. Digital marketing is essential for any company, whether offline or online. Digital marketing is much more affordable and result-driven than traditional business marketing. As a result, in any worst-case scenario, a company can continue its marketing without any pause.
The financial crisis of the market does not have much effect on businesses adopting digital marketing compared to those completely dependent on traditional marketing.
Unlike traditional marketing, in digital marketing, a business has many avenues to market itself at affordable pricing. Companies can only depend on a few traditional marketing techniques like newspaper, radio, or television ads. However, digital marketing offers many options like PPC, Google and Facebook ads, content marketing, etc.
So, primarily, digital marketing’s affordability, customer reachability, faster response, and result-driven performance are some of the reasons that make it beneficial even in the worst crisis in any industry.
- Advertising Options in a Crisis
When a crisis or financial drop hits any company, advertising can be one of the best business-saving marketing ideas for the company.
Advertising is mainly a method of showcasing a product or service to the customer. The seller pays money to make his products and services visible to the customers through various mediums.
Various advertising methods exist for any product or service, but advertising can be broadly divided into two major parts.
Traditional Advertising
In traditional or offline advertising, ads are run without using the internet and digital technology. The capital in these advertisements is very high, and the chances of getting results are comparatively lower. Also, one needs to get factual data and details related to the advertising campaigns to prepare any future plans. Companies need to gather valid data on the outcome of their ads so that they can know their impact.
Online Advertising
In online advertising, the seller can control and manage the ads himself. Businesses have various options for online advertising, such as Google (dominating the sector by maintaining a 92.47% market in 2021), Facebook, Instagram, and Twitter ads.
The biggest feature of these ads is that the person can spend little money on them. For example, PPC (pay-per-click) is an advertising method in which one has to pay cash for every click. It means the seller will pay only when they get a result. And 46% of page clicks go to the top 3 paid ad slots. So, if one gets in the first three spots, it becomes easier to receive attention.
Both advertising methods are very helpful in times of crisis because companies can reach their customers directly through advertisements. But online ads are certainly much more beneficial than traditional ads.
- Creating Campaigns and Offers
Marketing campaigns are strategic, planned actions that further a certain corporate goal, such as getting customer feedback or raising public knowledge of new goods or services. They often use a variety of media, including but not limited to social media, pay-per-click ads, radio, television advertising, print advertising, and email, to reach consumers in a variety of ways.
This is a great marketing tactic as companies can connect with their customers through various campaigns. Marketers provide offers to their potential customers so that they can engage with the company’s products or services.
Other campaigns and offers can include vouchers, referring friends, trial versions, etc. As a result, customers get attracted to the companies and start taking an interest.
- Using the Right Platform to Market the Business
For a successful marketing strategy, one must use the right marketing platform. Companies often fail in crisis or go into loss as they don’t choose the right platform for marketing.
For example, a company decides at the time of its financial crisis that it will spend half its marketing budget on traditional advertising. This can create many problems for the company as the companies will need more data and assurance of the result.
On the other hand, if a business focuses on PPC, Google Ads and CRM building, the chances of better results are much higher.
- Building Trust and Reputation
Marketing is often understood to mean the forceful imposition of unnecessary products and services. However, real marketing is where a business attracts customers and engages with them.
Building trust and reputation is also a wonderful marketing method in times of crisis. There are many ways to build trust. Companies can show their achievements, and solve customer problems through FAQs. 64% of customers prefer to do their shopping with businesses that can respond to their demands instantly.
Businesses or marketers can also engage their customers through blogs. It is another good way to build trust.
- Revising Current Marketing Strategies and Being Flexible
All the top marketers accept that every marketing idea should be adaptable and flexible with time and situations. For good and healthy marketing, one must always have plans B and C ready in preparation for any challenge.
Therefore, when it comes to marketing in a crisis, one should be ready to revise the current marketing strategy and change it as required.
Conclusion
These are six marketing techniques that will benefit a business not only in times of crisis but at any time. A startup company can secure its present and future by focusing on all of these marketing methods. One must remember that marketing is not about forcing customers to buy any products or services. Rather, it is a means to attract and engage customers.
To avoid hassles in times of any business crisis, one should learn more about affordable and result-driven marketing and advertising. Choosing online and digital marketing and offering the best customer service to clients is the ideal way to overcome any kind of business crisis.