Overall, as customers avoid going out to shops, online shopping has become the first choice for necessities. But for marketers, knowing how to respectfully market comes with a lot of uncertainty.<\/p>\n\n\n\n
As an ecommerce marketer, it\u2019s imperative you respond appropriately. What you do now will determine how your brand is perceived in the future<\/strong>.<\/p>\n\n\n\n Today, we\u2019re going to explore the right way to approach your customers during a crisis in your ecommerce marketing<\/a>, whether it\u2019s COVID-19 or another future catastrophe, and how you can add value to your customers while trying to maintain your needs as a business.<\/p>\n\n\n\n It\u2019s not so much what you say, it\u2019s how you say it.<\/p>\n\n\n\n This is a sensitive time for your customers, even the best cases are likely stressed and glued to the news. Right now, you need to be as human as possible, and you need to be sensitive to what they need.<\/p>\n\n\n\n Here are a few ways you can adjust your tone to better suit the current situation:<\/p>\n\n\n\n How you treat this crisis is going to set the stage for how your business does when all of this has passed. In the meantime, focus on maintaining the connection that you currently have with your customers.<\/p>\n\n\n\n Good marketing has always been about creating and adding value<\/a> to your customers\u2019 lives.<\/p>\n\n\n\n Now, more than ever, your message to them needs to be relevant. Here are a few tips on how you can do that:<\/p>\n\n\n\n Earlier I mentioned that it\u2019s important to acknowledge what\u2019s happening in your customers\u2019 lives. It\u2019s crucial to not pretend like everything is normal because that won\u2019t resonate with your customers, whose lives have been upended.<\/p>\n\n\n\n Not every message has to be about COVID-19, however, you should think of the way you approach your customers. Are you addressing the fact that peoples\u2019 work lives have completely upended, or that many have been tasked with becoming teachers on top of their normal professions? Are you recognizing that they\u2019re stuck at home?<\/p>\n\n\n\n For example, it would be poor form for an airline to promote the latest hot deals on flights while people are under quarantine. The key here is to not be tone-deaf and to read the room appropriately.<\/p>\n\n\n\n Also, if you\u2019re doing something to help your local community through this crisis, make sure your customers know about it. Invite them to join you in your efforts: doing so will help them feel like they\u2019re doing something useful in the face of feeling helpless.<\/p>\n\n\n\n Do you sell products that help pass the time at home? Are your products good for DIY projects?<\/p>\n\n\n\n Think about using your products to add value to your customers. Right now, your customers are likely inundated with news around COVID-19, and some are looking for escapism. Can you take your customers\u2019 minds off this stressful situation?<\/p>\n\n\n\n Some companies are going a step further to encourage their customers to act responsibly and stay home. For example, Discord<\/a>, a popular messaging and voice chat app has increased the limit for group streaming and screen share to help their customers maintain a social atmosphere while stuck at home.<\/p>\n\n\n\n <\/a><\/p>\n\n\n\n This is a classic example of Discord understanding exactly what customers use their product for, and how to add value to them during a crisis.<\/p>\n\n\n\n Kaylin Marcotte, entrepreneur of\u00a0Jiggy<\/a>, a DTC brand that sells puzzles of independent art, shared her thoughts in a recent article on\u00a0Modern Retail<\/a>:<\/p>\n\n\n\n With everyone socially distancing at home, it\u2019s been a good time for the puzzle business. The activity helps pass the time and keep the brain consumed, which we\u2019re hoping to communicate to more customers. There is an appetite for anything that\u2019s not just the actual coverage of coronavirus, and the feedback we\u2019re getting shows that puzzles have been a welcome reprieve from the news cycle.<\/p><\/blockquote>\n\n\n\n She continues in the article, explaining that her strategy has moved to adapt her communication to customers who are looking for at-home activities that maintain a more positive note than the doom and gloom her customers are feeling.<\/p>\n\n\n\n This is a great example of using your product to provide a welcome distraction from the current situation. Ask yourself how your customers need you to address this, and ask yourself how you can make their lives easier, or at the very least, relieve a bit of the stress they\u2019re feeling.<\/p>\n\n\n\n If your sector is even slightly creative, now\u2019s the time to encourage social sharing with your customers. Maintaining that connection with your customers through social media will also help suppress any unfavorable news cycles<\/a> that might arouse with the crisis.<\/p>\n\n\n\n You might want to consider holding an online competition or giveaway. Ask your customers to share their creations using a certain hashtag to create a sense of community throughout your customer base. If there are creative ways to use your products to adapt to the new environment ask your customers to share those on social media \u2014 and get them started with some of your own. For example, can the box your shoes arrived in be used as a school supply holder?<\/p>\n\n\n\n Not only will this take their minds off the current situation, but it will help fortify the link you\u2019ve already established with your customers.<\/p>\n\n\n\n Life might be moving a little more slowly at the moment, but it is still moving. If you sell things related to hygiene, beauty, or home maintenance, you can approach your customers in a way that helps them maintain some semblance of normalcy.<\/p>\n\n\n\n If you are a fashion retailer, it might be a tough time to sell going-out outfits. Maybe you could adopt a friendly tone and introduce outfits for a stay-at-home date night, and even provide some recipe links or date ideas to encourage an at-home escape?<\/strong><\/p>\n\n\n\n However, tread with caution. It\u2019s okay to help your customers maintain that sense of normalcy, but don\u2019t ignore the issue at hand. It might come off as insensitive.<\/p>\n\n\n\n Max Benz, founder of RemoteCanteen<\/a>, adds:<\/p>\n\n\n\n \u201cYour customers want to feel this sense of normalcy but it\u2019s also a good idea to help them master the new normalcy. For example, you could create guides that are useful for your customers and support them in getting used to the current situation. Of course, these assets have to add value.\u201d<\/p>\n\n\n\n Not every ecommerce merchant is going to be able to offer large discounts and commercial gestures. It\u2019s understandable, this is affecting you too.<\/p>\n\n\n\n But if there\u2019s something you can do to incentivize shopping with you, your customers will certainly appreciate it. Many retailers are using free shipping as a means to promote online shopping. However, there are other ways to do this too.<\/p>\n\n\n\n If you can, consider offering payment plans if your products are higher-end, or perhaps even deferred payments if possible.<\/p>\n\n\n\n It\u2019s a tough time for all of us, and while discounting isn\u2019t necessarily a long-term solution, it can definitely help in times of crisis.<\/p>\n\n\n\n Amid these difficult times, Omnisend is standing with you. We understand what you might be going through.<\/p>\n\n\n\n We, too, have moved all-remote, and our colleagues are dealing with the same challenges of working from home<\/a> and practicing self-isolation.<\/p>\n\n\n\n Company-wide, we believe we have a social responsibility to give back locally, which is why Omnisend has joined multiple local initiatives supporting health workers and others.<\/p>\n\n\n\n At present, we\u2019re currently looking for ways to purchase respirators to donate them to hospitals as well.<\/p>\n\n\n\n As a reminder to those who need to get their brick-and-mortar stores online as quickly as possible, Omnisend offers a free plan to those who need basic email marketing. This can help you get started a little quicker.<\/p>\n\n\n\n \u2014 If you have any additional questions, or we can help in any way, please let us know<\/a>. While this may be a temporary situation, we\u2019re all in this together, and we\u2019ll all get through it together.<\/p>\n","protected":false},"excerpt":{"rendered":" COVID-19, or commonly called \u201ccoronavirus,\u201d has changed daily life for nearly every person across the globe. Confined to our homes,<\/p>\nHow to Adjust Your Marketing in a Time of Crisis<\/h2>\n\n\n\n
5 Ways to Add Value: How to Maintain Your Connection with Your Customers<\/h2>\n\n\n\n
1. Adjust Your Message<\/h3>\n\n\n\n
2. Promote Useful At-Home and Digital Products<\/h3>\n\n\n\n
![\"\"](\"https:\/\/i0.wp.com\/www.omnisend.com\/blog\/wp-content\/uploads\/2020\/05\/ES21jdEUYAAlRIb.jpeg?w=880&ssl=1\")
<\/figure>\n\n\n\n3. Encourage Social Sharing Amidst Social Isolation<\/h3>\n\n\n\n
4. Give Your Customers a Sense of Normalcy<\/h3>\n\n\n\n
5. Ease the Pressure Your Customers Feel with Pricing<\/h3>\n\n\n\n
How Omnisend Is Adding Value<\/h2>\n\n\n\n
The most important thing to remember is to be empathetic to your customers and their needs at this time. Marketing during a crisis is difficult and needs a very human approach. The best thing you can do is to think about how you can add value to your customers, and help them get through this situation as smoothly as possible.<\/p>\n\n\n\n
![<\/a><\/p>\n\n\n\nThis is a classic example of Discord understanding exactly what customers use their product for, and how to add value to them during a crisis.<\/p>\n\n\n\nKaylin Marcotte, entrepreneur of\u00a0Jiggy<\/a>, a DTC brand that sells puzzles of independent art, shared her thoughts in a recent article on\u00a0Modern Retail<\/a>:<\/p>\n\n\n\nWith everyone socially distancing at home, it\u2019s been a good time for the puzzle business. The activity helps pass the time and keep the brain consumed, which we\u2019re hoping to communicate to more customers. There is an appetite for anything that\u2019s not just the actual coverage of coronavirus, and the feedback we\u2019re getting shows that puzzles have been a welcome reprieve from the news cycle.<\/p><\/blockquote>\n\n\n\nShe continues in the article, explaining that her strategy has moved to adapt her communication to customers who are looking for at-home activities that maintain a more positive note than the doom and gloom her customers are feeling.<\/p>\n\n\n\nThis is a great example of using your product to provide a welcome distraction from the current situation. Ask yourself how your customers need you to address this, and ask yourself how you can make their lives easier, or at the very least, relieve a bit of the stress they\u2019re feeling.<\/p>\n\n\n\n3. Encourage Social Sharing Amidst Social Isolation<\/h3>\n\n\n\nIf your sector is even slightly creative, now\u2019s the time to encourage social sharing with your customers. Maintaining that connection with your customers through social media will also help suppress any unfavorable news cycles<\/a> that might arouse with the crisis.<\/p>\n\n\n\nYou might want to consider holding an online competition or giveaway. Ask your customers to share their creations using a certain hashtag to create a sense of community throughout your customer base. If there are creative ways to use your products to adapt to the new environment ask your customers to share those on social media \u2014 and get them started with some of your own. For example, can the box your shoes arrived in be used as a school supply holder?<\/p>\n\n\n\nNot only will this take their minds off the current situation, but it will help fortify the link you\u2019ve already established with your customers.<\/p>\n\n\n\n4. Give Your Customers a Sense of Normalcy<\/h3>\n\n\n\nLife might be moving a little more slowly at the moment, but it is still moving. If you sell things related to hygiene, beauty, or home maintenance, you can approach your customers in a way that helps them maintain some semblance of normalcy.<\/p>\n\n\n\nIf you are a fashion retailer, it might be a tough time to sell going-out outfits. Maybe you could adopt a friendly tone and introduce outfits for a stay-at-home date night, and even provide some recipe links or date ideas to encourage an at-home escape?<\/strong><\/p>\n\n\n\nHowever, tread with caution. It\u2019s okay to help your customers maintain that sense of normalcy, but don\u2019t ignore the issue at hand. It might come off as insensitive.<\/p>\n\n\n\nMax Benz, founder of RemoteCanteen<\/a>, adds:<\/p>\n\n\n\n\u201cYour customers want to feel this sense of normalcy but it\u2019s also a good idea to help them master the new normalcy. For example, you could create guides that are useful for your customers and support them in getting used to the current situation. Of course, these assets have to add value.\u201d<\/p>\n\n\n\n5. Ease the Pressure Your Customers Feel with Pricing<\/h3>\n\n\n\nNot every ecommerce merchant is going to be able to offer large discounts and commercial gestures. It\u2019s understandable, this is affecting you too.<\/p>\n\n\n\nBut if there\u2019s something you can do to incentivize shopping with you, your customers will certainly appreciate it. Many retailers are using free shipping as a means to promote online shopping. However, there are other ways to do this too.<\/p>\n\n\n\nIf you can, consider offering payment plans if your products are higher-end, or perhaps even deferred payments if possible.<\/p>\n\n\n\nIt\u2019s a tough time for all of us, and while discounting isn\u2019t necessarily a long-term solution, it can definitely help in times of crisis.<\/p>\n\n\n\nHow Omnisend Is Adding Value<\/h2>\n\n\n\nAmid these difficult times, Omnisend is standing with you. We understand what you might be going through.<\/p>\n\n\n\nWe, too, have moved all-remote, and our colleagues are dealing with the same challenges of working from home<\/a> and practicing self-isolation.<\/p>\n\n\n\nCompany-wide, we believe we have a social responsibility to give back locally, which is why Omnisend has joined multiple local initiatives supporting health workers and others.<\/p>\n\n\n\nAt present, we\u2019re currently looking for ways to purchase respirators to donate them to hospitals as well.<\/p>\n\n\n\nAs a reminder to those who need to get their brick-and-mortar stores online as quickly as possible, Omnisend offers a free plan to those who need basic email marketing. This can help you get started a little quicker.<\/p>\n\n\n\n\u2014The most important thing to remember is to be empathetic to your customers and their needs at this time. Marketing during a crisis is difficult and needs a very human approach. The best thing you can do is to think about how you can add value to your customers, and help them get through this situation as smoothly as possible.<\/p>\n\n\n\nIf you have any additional questions, or we can help in any way, please let us know<\/a>. While this may be a temporary situation, we\u2019re all in this together, and we\u2019ll all get through it together.<\/p>\n","protected":false},"excerpt":{"rendered":"COVID-19, or commonly called \u201ccoronavirus,\u201d has changed daily life for nearly every person across the globe. Confined to our homes,<\/p>\nContinue readingMarketing in a Crisis: What to Do and How to Strike the Right Tone<\/span><\/a><\/p>\n","protected":false},"author":1,"featured_media":231,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[5],"tags":[],"jetpack_sharing_enabled":true,"jetpack_featured_media_url":"https:\/\/i0.wp.com\/whitneyblankenship.com\/wp-content\/uploads\/2022\/03\/crisis-marketing.png?fit=1080%2C1080&ssl=1","jetpack-related-posts":[],"_links":{"self":[{"href":"https:\/\/whitneyblankenship.com\/index.php?rest_route=\/wp\/v2\/posts\/230"}],"collection":[{"href":"https:\/\/whitneyblankenship.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/whitneyblankenship.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/whitneyblankenship.com\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/whitneyblankenship.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=230"}],"version-history":[{"count":1,"href":"https:\/\/whitneyblankenship.com\/index.php?rest_route=\/wp\/v2\/posts\/230\/revisions"}],"predecessor-version":[{"id":232,"href":"https:\/\/whitneyblankenship.com\/index.php?rest_route=\/wp\/v2\/posts\/230\/revisions\/232"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/whitneyblankenship.com\/index.php?rest_route=\/wp\/v2\/media\/231"}],"wp:attachment":[{"href":"https:\/\/whitneyblankenship.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=230"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/whitneyblankenship.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=230"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/whitneyblankenship.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=230"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}](\"https:\/\/www.omnisend.com\/blog\/wp-content\/uploads\/2020\/05\/ES21jdEUYAAlRIb.jpeg\"){kind=link}