The COVID-19 pandemic has created uncertainty for everyone, including buyers. But this doesn’t mean that people aren’t making purchases. It just means that your marketing should reflect higher sensitivity to the overall challenges they might be facing. Let’s look at five keys to marketing during COVID-19.

1. Let your customers know how you are responding to the pandemic.

“Doing good” during COVID-19 is critical for any marketer. If you provide assistance to customers or reach out to help the community in any way, let your customers know. It matters.

2. Show empathy.

Customers are still buying, but position your products in ways that reflect a core concern for their concerns. Does your product save time so busy moms can provide extra homework help for kids doing virtual school? Do you help small businesses save money when times are tight?

3. Point to online sales.

Maintain your print marketing strategy, but consider emphasizing online shopping options and shipping. This reassures customers that you are committed to their safety.

4. Focus on customer relationships and engagement.

People like to buy from companies they like and trust. During times of uncertainty, this is more important than ever. Take the extra effort to engage with your customers and get to know them—and let them get to know you, too. Show your human side—market using stories, not specs. Adding a little personality goes a long way, too.

5. Avoid the hard sell.

There is a time for “Buy now!” “Don’t miss out!” However, now may not be it. Be gentle in your messaging. Your customers still need your products, but they have lots of other critical things on their plates.

Even in uncertain times, it’s important to keep marketing. It’s just essential to shift how you do it.