Inflation. Genocide. Wars. Political Unrest. Pandemics. Racial Injustices.
These are uncertain times. And many people are worried about the status of America’s social climate and economic stability. These concerns are even more acute for Black business owners. And more specifically, Black women in business.
When drastic things happen, business owners are forced to reevaluate, recalibrate and sometimes pivot in new directions. And with these turns comes new marketing strategies. But how do you market your goods and services without being insensitive to national and global hardships? It’s a tight rope walk, but here are five pointers to consider when developing a winning marketing strategy in tough times.
Avoid Disingenuous Banter
We see it now with protests against global genocide. And we saw it in the height of the BLM Movement a few years ago. Huge brands and corporations that never checked for Black folks were suddenly hopping on the solidarity bandwagon. “We stand with you” and blackout squares were all the rage on social media. Then once Black dollars were secured, we didn’t hear any pro-Black rhetoric from these brands ever again.
Don’t be phony or disingenuous for the sake of marketing. It’s not only a bad business practice, but it’s a striking character flaw. Consumers can smell a rat a mile away. So don’t post or go on the record saying anything about any world happenings unless it is true to the intent of your brand and the mission of its founders.
Be The Light
In dark times, people clamor to light. It’s a natural human tendency. Therefore, your brand should be a lighthouse in the murky waters of world calamity. Cut through the chaos with content marketing that reminds people of their lighter and brighter side. Funny memes, motivational quotes or inspiring reels will help lighten the load. Critics may scold you for being cheerful during serious times, but trust in knowing that everyone needs small pockets of reprieve and sunshine in order to make it through the storm.
Amp Up Your Value
Now’s really not the time to be too sales pitchy with your marketing. Customers may read that as blatant insensitivity. Instead, opt for campaigns that showcase the value your brand brings to the world. Collect and share testimonials. Write and publish in-depth case studies. Highlight with images, BTS videos, stats, etc. how people are truly benefiting from the products and/or services you offer.
Love On Your Customers
As the old blues song says, “It’s cheaper to keep her.” Your customers are not estranged lovers, but they do need to feel the love. So let the love flow. Reach out to existing customers via telephone, text, email, snail mail whatever and let them know how much they are appreciated. You’d be surprised how a small act of kindness can result in big support in the long run. Your customers are an extremely significant arm of your business model. Let them know that by reaching out.
Remember Your Ancestors
Black people are resilient. We can and will always overcome any obstacle and hardship placed on or in front of us. That’s on period. So in hard times, remember your ancestors and the creative and revolutionary movements that were birthed out of struggle.
The Civil Rights Movement. The Harlem Renaissance. Black Wallstreet.
History was made because Black people refused to quit or sit silently on the sidelines. The same DNA-rich blood is coursing through your veins! Use these times to create, strategize and market your brilliance. You and your brand can be the next success story history books reference.