Marketing Through Challenging Times

In today's rapidly changing world, marketing strategies that resonate on a deeper, more authentic level are crucial. As a business owner or marketer, adjusting your narrative to align with current events, while maintaining authenticity, can significantly impact both your audience engagement and your own mental well-being. Here’s my perspective on how we can achieve this delicate balance, inspired by recent conversations with my clients.

Embracing Authenticity in Marketing

One of the most pressing dilemmas many of us face when there are big things happening in the news, the economy, our country’s politics and in the larger global world, is how to pivot our marketing messages to stay relevant in challenging times - or do we even try? Personally, I’ve always placed a strong emphasis on staying authentic while addressing the issues that my audience is facing right now. During a recent discussion inside my Marketing Support Group as well as with my 1:1 clients, I’ve been reminded of the power of authenticity. As I’ve recently been reviewing content and data for some of my new clients, I've found that personal posts, especially videos where the business owner shared heartfelt messages about a very current event, were their most engaged social posts over the course of the entire year. To me, this tell us us that while it may be challenging to talk about current events as business owners, if we can connect with our audience in a meaningful way during these times - the message will resonate and deepen the bond they have with us.

The Power of Acknowledging Current Events

As marketers and business owners, we are often heads-down, focusing on executing our marketing plans and creating pre-planned content. However, it’s important to take a step back and reflect on what’s happening in the world and how that affects our audience. My clients have recently mentioned significant stress (for themselves and/or their clients) due to political changes and economic uncertainties. Whether it be a tumultuous election cycle, policy changes affecting funding, or other shifts in our country and the world, acknowledging these events shows empathy and understanding. When we address these external factors, we communicate to our audience that we are paying attention and that we care.

Politics: To Engage or Not to Engage?

It's no secret that political content can be a landmine. As one client recently pointed out, despite wanting to steer clear of politics, certain topics inadvertently become political. This is evident when seemingly neutral posts get backlash due to how they are perceived. These experiences underscore that in today's digital age, nearly anything can be interpreted through a political lens. Recognizing this helps us decide how much, if at all, we want to engage with politically charged topics. It’s crucial to tread carefully while remaining true to our principles and the core values of our brand.

Empathy as a Marketing Tool

I’ve consistently shared with my clients the importance of marketing with empathy. In some cases, it's not necessary to comment directly on political or divisive issues. Instead, the focus can be on shared human experiences and emotions, which can be incredibly powerful. Offering your audience a listening ear or resources can prove to be invaluable. Being a source of support rather than adding to the noise during heated times can lead to very positive engagement.

Navigating Criticism and Social Media Dynamics

The landscape of social media is unfortunately filled with misunderstandings and misinterpretations. As a community inside my Marketing Support Group, we have discussed the importance of not letting criticism deter our efforts to engage authentically. Almost everyone who has engaged on social media has faced criticism from those who haven't fully read or understood their content. This highlights the importance of resilience and knowing that not all commentary reflects the quality or intent of your message. Social media will always have elements of misunderstanding, but being prepared for it and staying the course is key.

Conclusion: Striking a Balance

In our journey as marketers and business owners, especially during trying times, striking a balance between our business objectives and the emotional state of our audience can be challenging. However, it is through authenticity and empathy that we can truly connect with our audience. While the external world might be constantly changing, our commitment to thoughtful, genuine engagement should remain constant.

Remember to take care of not just your audience but yourself too, as you navigate the tides of marketing during challenging landscapes. By focusing on what feels right and true to your business, you are more likely to create meaningful connections that last and serve your business well into the future.