5 Tips for Marketing Your Brand During a Pandemic

I’m going to tell you a small annoyance I have: a lot of the women I follow who own businesses have tried to use the current social climate as an opportunity to sell more. To pivot their businesses, or increase their revenue. Here’s the thing: we’re all scared. We’re all nervous about what comes next because we simply don’t know.

One thing I always tell my clients is: you should never take advantage of certain situations to make sales. You can use a tragedy or a societal event to make sales. You can let those things guide your content. But that’s it.

To best illustrate this, here’s an example from back when I worked at an agency: after the devastating fires in California, one of our clients wanted to place targeted ads for their luxury products in the areas most effected by the fires. Their logic was that people needed a place to live, why not buy one of their products to live in?! I remember reading the emails, listening to the conversation, and thinking, “I don’t know how to make people have a heart.”

It goes without saying: we did not comply with their request. We recommended a few other options—such as gathering donations for those effected and driving them to the area, or donating a significant portion of sales percentages—and they didn’t like them. They wanted to make sales, period, on the backs of people who had lost everything they owned.

Friends, I can’t tell you how much this made me want to quit marketing. I think there are lots of misconceptions about marketing, but the one thing that is, occasionally, true is that some businesses will do anything to make money. The good thing is that many marketing agencies refuse to be as cutthroat as these businesses anymore: most agencies have high morals and a specific outlook on how to treat consumers. But battling with clients takes a lot of energy and clout.

I’ve been asked a lot lately about how businesses can best market their products right now. What is the right thing to do? What is the kind thing to do? How can you keep your business afloat and support your community and still participate in marketing so you don’t lose momentum?

Here’s a breakdown of what I’ve been telling my clients.

1. Use Common Sense.

It goes without saying, but: if it feels gross or wrong to do it, it probably is. Posting something that just doesn’t feel right… you probably already know it’s not right. Something that takes advantage of people’s fear (such as posting ads for masks or claiming products help or prevent COVID 19), or something that preys on people’s fears or insecurities… these aren’t good marketing practices even in the best of times.

In general, there are two rules here:

• Don’t post anything that can harm people. Will your marketing cause harm? Will it make people do something stupid (like rush out to buy something they do not need) out of fear or because they think what you said was true?

• Don’t make false claims. Right now, there is a lot of information out there on “this prevents COVID 19” or “this will keep you healthy.” The truth is there is no product you can buy and consume that will prevent you from getting COVID 19, so making claims otherwise is bullshit.

2. Chill Out on Heavy Sales.

Heavy sales-focused posts are going to rub most consumers wrong—and all marketers. I have been screenshotting ads that I feel are in poor taste. One I got recently was for a brand I love (I buy their products at Whole Foods all the time) and it was a special sale code using “COVID 19” or “STAY AT HOME” for a certain amount off. Big oof.

There is nothing wrong with advertising a sale right now. But make sure what you’re advertising is appropriate for the situation and you do so with care and kindness towards your community.

Here’s a good example:

• “We know many of us are at home, which is an incredible privilege. Right now, we are offering a sale on our X product; use code SUNDAY to get 10% off—and we’ll donate 10% of proceeds to [charity].”

Recognize and acknowledge that people might be struggling right now, especially financially.

3. Focus on Compassion.

Related to my last point: a lot of people are struggling now. Some mentally, some financially, some physically. People are ill. People are grieving.

Show some compassion.

If this means pivoting your content away from selling and more towards supporting your community (“what can I do for you? how can I help you? what charities should I donate to?”), then do it. If you have the ability, do it! It’s easy right now to be entirely focused on you and your business. We’re all worried, like I said. There is no point in trying to participate in the “worry Olympics” or trying to make hard times a competition. Yes, some people have it worse. We’re all struggling, though, and being kind of people is pretty much free.

Show some compassion to your customers. Send free product if you can. Cut people some slack.

4. We Don’t Need Another Work from Home Article.

Ok, I’m fully guilty of writing my own work from home article. But if I see one more huge brand posting their work from home tips, I’m going to scream.

After all, it was barely 6 months ago when a business in Eugene told me that they didn’t foresee a world where it was possible for people in my career to work 100% remotely and that asking to work from home so I could more effectively take care of my child was unrealistic. Who is laughing now, friends!? So yes, it sucks to see that very same business churning out work from home content, taking care of your children content, etc. It’s just frustrating for those of us who know that at least some of these businesses have not effectively supported the women or men in their employ who need the ability to work from home, either due to children, commute issues, or disabilities.

So, in short: we don’t need any more work from home content. We just need compassion, support, and a good laugh.

5. Think On Your Feet.

Things are changing every single day. Being able to pivot your content on a moment’s notice is going to be important. For many brands, the ability to stop their content right at the beginning of March was challenging, but it’s taught us one thing: as much as social media managers (like me!) like to have content planned and scheduled months in advance… the reality is that’s probably not an effective strategy in a world where things can change in a moment’s notice.

This also applies to replying to consumer complaints; being able to take on your followers (customers, fans, however you refer to them!) challenges and issues will be part of your strategy from here on out. Seeing a ton of the same complaint? The same issue? How can you help? Can you think of a meaningful response on the spot?

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I hope these tips help you market your brand in an uneasy time! Have additional suggestions or ideas? Let me know in the comments

Life Lately: 5 Things I Learned Last Week

I have found myself waffling back and forth between two plans lately.

Sometimes, I’m fully committed to being freelance: I post on LinkedIn, I network, I make meetings, everything.

And other times, I just wish I had a job again: a job that I turned off, that I could clean out my office for, that I could drive to everyday and have coffee provided.

If you don’t follow me on Instagram, then you don’t know the big, bad, and also very weird thing that happened to me last week. I’ll get to it!

But it’s definitely thrown me for a loop. I’ve recommitted to going freelance, even though it is hard, and makes me tired, and fills me with anxiety in ways that are both good and bad. The last few weeks have been a series of lessons, over and over. I wanted to share a few things as I know that many are on this journey with me. If you’re thinking of going freelance or becoming self-employed (or starting your own business), you’ve probably felt a few of these things. And if you, like me, have had moments of self-doubt and tried to reconnect to a different path, well, you might feel some of these too.

1. Sometimes, anxiety is self-protection.

As I wrote in my newsletter two weeks ago, my therapist often talks to me about how my anxiety and self-doubt is often me trying to protect myself. I hold myself back in ways I don’t truly understand because I’m afraid of being rejected—and then when I step outside my comfort zone and experience rejection, it just reinforces the “you should have anxiety about this,” or “you are an imposter and you aren’t good at your job” feelings. (If you aren’t subscribed to my newsletter, then, baby, please do.)

The past two weeks have been anxiety central for me. Which is crazy because I had one week where everything went fantastic: I had meetings scheduled every single day, I was networking, I was sending emails, I felt amazing. But then, the next week, it’s like it all came crashing down and I didn’t know how to cope.

Anxiety is often what I describe as a combination of my gut feeling (which is instinctual) and this buzzing in my brain that seems to resonate with “wrong, wrong, wrong, something is wrong.” It’s hard to have the two happening at the same time and wonder if one is correct and the other isn’t. It’s hard to trust myself when what I inherently think (go the easy route, don’t make waves) is often a way of protecting myself from experiencing rejection or anxiety.

Anyway, this is all to say: I’ve been working on how I react to things and how I make decisions. I sometimes jokingly say that I am a classic Libra because I can’t make decisions. But the truth is, I struggle with making big decisions because I tend to make life decisions focused on what other people would want, rather than what I would want myself.

2. My gut feeling is usually correct.

It’s time for me to write the big, bad, weird story here & talk a little bit more about what it made me learn.

This might feel a little contradictory to my last point, but I sometimes just get a gut feeling about things. This won’t go well or This doesn’t seem right. It’s not anxiety, exactly, but sometimes a part of it. Sometimes, it’s just a feeling I have that I can’t totally explain.

Anyway, let’s talk about the big bad: I was offered a job.

Let’s rewind: two weeks ago, I went to an interview where they loved me. I met with an executive, who thought I would be great in the role, but wouldn’t be happy. She then offered to accelerate starting their marketing department so that I would be added to it. She would get back to me in a few days. A few days later, we scheduled a phone call. I clarified my schedule (I want to be able to pick up my son in the afternoon, but I could work from home as much they wanted). They had never done a remote position before, but were willing to try. She said they would be sending a job offer by the next day.

The next day, Tuesday of last week, I woke up from a nap to see an email from her, telling me they would not be sending me a job offer specifically because I wanted to be able to pick up my son in the afternoon.

I know this is not the worst example of anti-mom bias in the workplace. I know that. I also know I’m in a really privileged position to be able to ask for that, but I don’t think it should be a privilege. I think it should be assumed that parents need to be able to leave to get their kids when school is over, but if they work a job that is 100% online the way marketing is, then why can’t they just finish up the last two hours of work from home?! I just don’t get it.

I cried a lot.

But, I had been nervous about getting the job offer. I’d debated back and forth with Danny about accepting it. And a small part of me on Tuesday thought: this isn’t right. This isn’t going to happen the way I think it will.

Even as I got excited to accept the job. Even when I thought about the salary and how it would have changed our lives. (We could afford a vacation, for once.)

I was still devastated when I got the email, but I found myself thinking: that gut feeling was right. That feeling I got that they wouldn’t be understanding of my role as a caretaker and mother was right. I was right. It still royally sucked, but I was right. It just sucks.

3. Sometimes, a bad thing leads to a good thing.

The day after I got that awful, no good email, I got a text message about a potential freelance gig. I was groggy, with that “hungover from crying” feeling. I was in a bad mood all day, mostly lying on the couch and sometimes texting Danny, “I had already planned a celebratory Disneyland trip in my mind.” (Yes, I know that is full-blown emo, but what can I say?)

But I scheduled another meeting for a freelance gig. Because why not? Because why stop myself just because I’ve had a rough week?

4. It’s ok to get in your feelings about it—but sometimes your primary feeling isn’t the right one.

As I said, I cried a lot last Tuesday. (And unfortunately, a lot of this blog post is about that email on Tuesday. God, it sucked!) I cried a lot and even though I’d had this gut feeling that it wasn’t the right job for me even though it paid so well and I wouldn’t have to worry about money and it seemed perfect… I still had the feeling that it wasn’t quite right.

But I also had that feeling of: I’m a failure, I fucked up, I’m stupid, I shouldn’t even apply to jobs because no one wants to hire a mother, everyone thinks I’m an idiot.

But then I talked to my former boss and she told me that there was no reason blaming myself. What kind of company offers someone a job, then yanks it away because they decide they don’t like the already agreed upon schedule? Especially in marketing, where a flexible schedule is sort of… the point of working in marketing? “Be angry,” she said.

The right thing is not: “I fucked up.” The right thing is: “they fucked up and I’m so angry.”

The worst part is that companies here in Eugene so often complain about being unable to hire good talent. They can’t find people to hire or the people who apply don’t have enough experience. I have 5 years experience; I am a high level marketer; I’m very good at what I do! I am the good talent! But because businesses see “work” as being 40-60+ hours a week in an office, no exceptions, they aren’t willing to accept people who might need other schedules: mothers, or people with disabilities, or anyone else who just doesn’t want to be chained to a desk. Millennials have a much different view about what it means to work “full time” and it’s time for everyone else to catch up.

I sat up on Tuesday night until nearly 3 am writing a blisteringly angry article for LinkedIn. I probably won’t post it, but God, it felt good.

5. It’s ok to be content.

“I should be making more money,” I thought. But is that right? Do I need to be making more money?

If you can’t tell, a big part of why the loss of that job offer sucked is because the salary was good. Full disclosure, I’ve never been motivated by money when it comes to my jobs; I just want to work and to be quite honest, I have a really hard time understanding salary comparisons. I have known, at least somewhat, that as a marketer I should have been making more money ages ago, but it didn’t really matter to me. We got by.

It’s only been the last probably year where things felt really tight, but that was for reasons sort of beyond our control. We had a year of bad financial set backs and then, in 2019, my workplace was becoming more and more financially unstable as well. (Again, no one’s fault! Just the way the cookie crumbles.)

So the idea of a lot more money was huge. We haven’t been on a real vacation since we went to Disneyland in June 2017 and friends, I am exhausted. I think about getting in my car and just driving away at least once every single day. I have worked, for at least 5 hours, every single day since June 2017 on either this blog, or work, or some other professional capacity.

As much as I wish we could be saving more money, I have also realized it’s ok to just get by for a little while, especially if it means improving my mental health. Money is nice and I wish we could afford a trip to take a break (we both need, Forrest needs it), but I’m ok with waiting if it means I’m not continually being punched in the gut by companies!

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Whew, I know that was a lot but it felt good to write out. I’m trying to look at the next few weeks with positivity. I have time to make Forrest a birthday cake, to take him to school most days, to pick him up from school and love him. It has been a rough few weeks for me, but I’m lucky to be doing as well as I am, considering everything.

With that said: how have you been doing? Share with me!