Good marketing, at its core, has to include a deep understanding of your target market — their day-to-day lives, their challenges, their joys, their perspective on the world around them. Once you understand that, you can figure out how your brand fits into that story.

You probably had that down pat. And then the corona virus outbreak shut down schools and businesses, imposed social distancing, and completely upended almost everything we thought of as typical daily life.

Many of those things you knew about your target audience are different now. People are feeling communal anxiety and grief, their daily routines have likely changed completely, and some have either lost their jobs or are risking their health to keep essential services functioning.

The other challenge is that there’s no playbook for this.

We have to accept that there’s probably not a right answer to the question of how to do all of this — but there are a couple of wrong answers. The keys will be to err on the side of humanity and transparency, and to avoid the big no-nos and faux pas like a tone-deaf ad campaign or insensitive post on social media.

Let’s look at some of the steps you can take to re-evaluate your marketing plans in light of corona virus and make decisions on how to move forward in these challenging times.

Reanalyze Your Marketing Plan With COVID-19 in Mind

The corona virus pandemic is a health crisis like we’ve never seen before, so it’s no surprise that it came with disruptions to the supply chain, hoarding of toilet paper and hand sanitizer, empty shelves at grocery stores, and stress on Amazon’s warehouses.

In times like these, you need to be able to respond to change in real time. For the first few weeks after the U.S. began taking serious measures to combat the spread of coronavirus, the situation seemed to change daily — having ripple effects on people’s feelings and behaviors.

Dramatic and/or widespread events like the COVID-19 pandemic should always trigger a marketer to first step back and say, “OK — what do I have in market right now?” Here are some steps you can take to reevaluate your plans, reenter your thinking, and focus on what’s next.

1. Stop, relax, and don’t panic.

Seriously, sit down — not in front of your computer — and take a few deep breaths. This is not a time to panic, but to gain perspective. People’s lives are at risk, but not from your marketing campaigns. Your business is so important, but you have to keep your mind first and foremost on your health.

The second part of not panicking is to not immediately pull back on all your digital marketing efforts. It may seem like a prudent option to cut marketing budgets to preserve cash flow, but consider what’s known as the “mere exposure effect,” or the phenomenon that being exposed to something more, will make you like or appreciate it more.

Keeping your business in front of consumers could help improve their perception of your brand even if they’re not buying right now.

2. Evaluate your current images, language, and tone of voice.

Assess everything you currently have in market, starting with the channel that gets the most eyes. Evaluate those assets and messages from a new point of view: one that is living in a world with record-high unemployment rates, economic uncertainty, and general anxiety.

Your messages (both copy and imagery) should take into account the impact of cultural events on your customers. They may be in a sensitive emotional state and possibly not in the mindset to make a purchase from your business.

As the crisis progresses, the level of sensitivity required will likely go down a bit, and at some point, some light humor might even be appropriate in certain situations. But you have to follow the organic lead of the community — this is not a place to lead the front lines.

3. Adjust marketing campaigns and timelines.

Let’s face it: your well-laid marketing campaign plans might have to be pushed back. And that’s OK. Don’t nix them altogether, but take a little time out to focus on the situation at hand (and part of that means to get your own house in order — take care of your family and employees, keep them safe, and do the best you can).

And now it’s time to pivot. Craft a message that is sensitive to the current situation, takes into account your customers’ new situations and concerns, and is honest, transparent, and human.

A gold standard for this kind of messaging pivot is what Nike did shortly after Americans were asked to stay home if at all possible.

It’s human. It’s inspiring. It aligns with the zeitgeist. And the simple, black-and-white creative adds to the gravitas of the message without pulling it into dreary gloom. Instead, it has an underlying tone of hope. (And they put it out fast.)

4. Have a positive mindset, but don’t be insensitive.

Try your best to keep an upbeat attitude and show your customers that you are there for them in these uncertain times and also still hopeful for the future. That said, watch that you don’t cross the line into possibly being seen as insensitive by minimizing the scale of the pandemic or its impact on human life.

Retain and Grow Your Customer Base During Corona virus

The Pareto Principle says that 80% of your revenue comes from 20% of your loyal customer database. If COVID-19 has dramatically reduced your sales rates, or you’ve had to temporarily close up shop, it’s your loyal customers who will be the ones to keep your business booming well beyond the end of any international pandemic.

Loyal customers spend more on average, with larger purchases more frequently. It’s a win-win! Here are a few areas you can leverage to maximize your customer engagement now.

Here are some ideas to jump-start a content marketing strategy that aligns with the changing situation and evolving customer needs and desires.

1. Perform a content audit.

Just as you assessed your marketing campaigns, do a quick audit of your content. Make sure that what’s out there is appropriate for the times — especially what’s featured on your blog homepage or website.

Then, think about what kinds of content would be useful to your customers now, and if you have anything relevant you can update and re-release. There are some common threads running through the reactions to the COVID-19 crisis that can be served by content that’s not at all related to the virus. If you have articles on working from home, dealing with stress or anxiety, or how to entertain children stuck inside, for example, those may well become very valuable.

2. Provide information.

As we already mentioned, content marketing is about answering questions. But that doesn’t mean you should be the one-stop shop for COVID-19 facts and figures. Provide relevant information to your customers, like if you expect shipping and delivery times to be delayed, or you want to communicate how you’re keeping your customers and employees safe.

Other information your customers may need will likely depend on your vertical or specific products. If you run a toy store, maybe it’s a blog post on the best toys for kids to entertain themselves. If you sell office furniture, you could post about ergonomics and how to make sure your at-home setup works for you.

This example shows CBD for Life featuring relevant content around relaxation and anxiety-relief: Providing useful information without pushing a sale is something that customers will remember and return for — and retention is a step on the path to loyalty.

3. Aggregate resources for customers.

What do your customers need? Again, don’t come at this with the mindset of being your customers’ one-stop shop for pandemic facts. This is to meet a specific need that is relevant to the product or service you offer them.

For example, if you sell primarily to small businesses, resources on small business loans or other relief programs may be relevant. Or, if you’re a lifestyle brand with a strong community, you could create virtual events or aggregate a list of those that might be of interest.

Paid Advertising and COVID-19

I’ve heard lots of stories about brands pulling back on their paid advertising to conserve cash flow. But the other side of the coin is that, when we come out of this on the other side, your brand may have been forgotten. Outta sight, outta mind, as they say.

If you can afford it, keep your paid ads running, and find ways to budget instead of killing the program entirely.

What you should consider, though, is moving away from conversion-focused advertising toward brand marketing. The message now is more about communicating your identity and values than “Buy this blender.”

Social Media Marketing and Corona virus

Social media is a wildcard on a good day, so tread carefully — but tread you must. If you have an established presence on social channels, you should be there now. Especially if you find yourself having to pull back on ad spend, you’ll need to (responsibly) take advantage of all your organic opportunities.

1. Be there, and be social.

One of the biggest takeaways for me across this whole pandemic is the vast number of people who have thrown up their hands (figuratively) and said, “You know what? I’m human. I hurt, I get scared, and I’m protective of the people I love.”

If your brand can be like that person — and receptive to the person on the other end — your social media platforms can be a powerful foundation for building trust and relationships. But you have to be engaged.

2. Be part of the conversation.

Embrace the conversation when it’s appropriate for you to do so. Start conversations, engage with the community, and try to make it right with dissatisfied shoppers. And remember to be compassionate towards people who may have a shorter fuse than normal.

That said, that insertion in the conversation needs to be organic, not forced. If you don’t have anything relevant or substantive to offer, you may at best look out of place, and at worst be perceived as insensitive or tone deaf.

Offer Discounts and Promotions

In the early days of crisis, it could be seen as gauche or inappropriate to advertise discounts and deals. Carefully and consistently gauging customer sentiment will be important. But as the situation evolves, and instead descends into what may likely be an economic recession, price-conscious shoppers will be looking for those deals.

Discounts can be helpful in attracting new customers, building loyalty among existing customers, driving traffic to your site, and increasing your sales. Here are a few different types of discounts and offers you could try:

Select two or more complementary products and discount the bundle, giving customers an opportunity to try new products.

Use volume discounts to raise customers’ order values. Offer discounted shipping, or ship for free if customers reach a certain order value. Maximize cross-sell opportunities and/or order value with buy one, get one promotion. One other opportunity is in charitable sales promotions, like donating a portion of all profits for a certain period of time, or doing a give one, get one promotion. These can encourage conversion because customers can purchase items for themselves while still doing good for others.