How to market your indie brand in times of crisis

While consumer's priorities might be changing, for the time being, it doesn't mean that you should silence your marketing. Because if you stay too quiet and are not on people’s radar now how will they find you when we resume back to normality?

As long as you lead with empathy and sensitivity and stay relevant and human you’re absolutely fine to keep going.

Now is also an excellent time to relook your whole marketing, digital and content strategy. i.e can you add more personalisation across your customer communication? Does your automated emails need amending? Are there any products that are more relevant than others at this time and should be added to your main landing page and banners? Also, something that you planned a couple of months ago are most likely not relevant now.

A few key things to bear in mind during this time:

It’s not business as usual for anyone at the moment and you shouldn’t feel like you have to keep up appearances. It’s more than acceptable to be transparent about what you’re currently going through (without oversharing) and how it’s affecting your business, production, delivery times etc. By letting your customers in on your current ‘journey’ and situation they’ll be able to empathise with you on a more profound level and connect with you more emotionally.
Think about what your customers are experiencing and their current pain points, and speak directly to them and show that you care. Have you listened to a great and useful podcast? Are you using a resource or tool that might come in handy for your followers too. Share it with your audience.
While it’s hard not to feel a sense of doom and gloom during the crisis, most people, your customers included would still love to see some light-hearted content. Think about what content you can post that can help take their mind of what’s going on and bring a smile to their face. It doesn’t have to be a hilarious meme, it can simply be a nice and kind message.
Because everything is going online now is an ideal time for you to build a more one-to-one narrative with your customers and interact with them on a more personal level.

Feeling a little stuck as to what to share or post about? Here we look at how a few businesses have adjusted their marketing strategy and messaging. Hopefully it’ll give you some inspiration.