How to Do Marketing Amid Covid-19

With the current global pandemic, the world has seen a huge shift in people’s priorities. Most of the world is at an economic standstill, and people are scared. Leadership across the world has varied significantly, with some stepping up to the plate and others seemingly abdicating a lot of their responsibilities to the people. As a business, it’s essential that you adjust your marketing to reflect the new reality.

Almost Everyone is Online

Local businesses need to have a clear online strategy to ensure that people know that their businesses are still running, but also be aware that they need to take precautions to prevent the spread of COVID-19.

Create a Clear Statement About COVID-19

  • Header
  • Greeting
  • General statement about COVID-19
  • Statement about the business and what it’s doing
  • A reassuring statement about your customers
  • Sign-off

This can be posted to social media and your main webpage, if you have one, and it also helps capture keywords related to COVID-19 and your business. Keep it updated, though, and review it each month or if your state makes drastic changes to the laws surrounding your business.

Check Your Advertising

Other brands have also put adverts on hold. Coors Light felt it was inappropriate to claim it was “the beer of working remotely,” and even a Hershey advert showing people hugging was deemed too risky in the current climate.

Ensure your advertising reflects the current issues of the COVID-19 pandemic. Crass commercialism doesn’t tend to go down well in times of crisis, as it’s often seen as un-American. Empathy and understanding are the key ways to get your advertising message across, particularly when it’s paired with charity. Helping others is a valuable advertising strategy.

Supporting Others Through Marketing

Vulnerable adults hour:

Essential worker support:

Prioritize home delivery services:

Advertise What You’re Doing

  • Public notices to wash hands help remind people of the CDC’s recommendations.
  • Well-secured hand sanitizer stations reassure staff and customers that the business is doing everything it can.
  • Minimum distance areas marked out on the floor for cafes and bars.
  • Clear notices about changes to policies due to COVID-19.

Many of these can be framed as ways to help protect staff and customers alike. Although some customers will never read anything that’s posted online or in-store, the vast majority will and will understand as long as it is clear.

Marketing Your Services

  • Advertise pick-up services so that customers don’t have to go to you.
  • Use Google Hangouts to get face-to-face interaction with clients and customers.
  • For businesses that have more sensitive data and need more secure communication, consider using Wickr Pro.
  • Encourage the use of forms online for standard requests rather than paper copies.
  • Use online banking rather than cash.

Some businesses may even see a significant uplift.

  • Gardeners may have a boost in business as people think about growing their own food.
  • Online tutors are growing in demand to fill in the gaps of shorter educational schedules.
  • Delivery companies are expanding to meet online shopping demands as people spend more time at home.
  • Builders are in demand as professionals realize that they don’t have a suitable long-term home office space.

These businesses can capitalize by targeting advertising at appropriate demographics and selling their services to the local area. A solo gardener or builder, for example, might go hyper-local and target business professionals who suddenly have to spend a lot more time at home. Online tutors can throw a wider net but target families with children of suitable ages, and delivery companies can target businesses that are ramping up home delivery operations.

Some businesses may need to make and communicate significant alterations, especially those that are required to touch customers. These include beauty services, hairstylists, and massage therapists. These businesses need to seriously emphasize how they are mitigating risk.

  • Hairstylists may send out an email saying how they are sanitizing products between every use and have a policy of sending staff home if they have a high temperature.
  • Beauty services may require staff to wear masks as a matter of course and deep clean each night.
  • Massage therapists may need to advertise how they sanitize beds and towels and even change over pump bottles after each client.

In this case, it’s about showing how you are keeping your client safe.

Final Thoughts — Marketing Practices During COVID-19

A good advertising strategy helps to reassure customers and clients that you are still here for them and that you are taking every step necessary to keep them safe.

Original content can be found on



Entrepreneur. Raising a business and babies. Avid blogger. Digital marketing enthusiast. Love to get shit done. Learn more:

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Entrepreneur. Raising a business and babies. Avid blogger. Digital marketing enthusiast. Love to get shit done. Learn more: