Marketing has its usual ebbs and flows, which can be seasonal or economical depending on the industry. However, current events have flipped all expectations on their head. What was standard practice last year has now been replaced with uncertainty. So, how can marketers continue advertising effectively when unexpected events occur?

After months of unprecedented changes in the way we live and interact, many communities are finding themselves feeling stuck or even moving backwards. Meanwhile, many people and businesses are struggling with finances and major lifestyle changes.

As a brand, you don’t have to “dwell” on current events, but you do have to exist in the same world as these challenges — and so do your customers. That means adjusting the tone of your social posts and marketing to speak to the concerns and questions your audience currently has at the front of their minds.

Many businesses have proven to be excellent examples of this. When climate change was consistently front-page news, for instance, more businesses showcased their efforts for reducing their carbon footprint, using recyclable packaging, and doing their part to keep the environment clean.

Today, why don’t you try to showcase how you’re giving back to your community, supporting families, or even present a tone that reminds your audience the importance of supporting small, local businesses? Meanwhile, make sure you’re acknowledging your audience’s struggles, and put emphasis on whatever you’re doing in response to try and help.

Above everything, if you want to keep customers right now (and gain new ones) do your best to remain empathetic and relatable.

Every business knows they need to be adaptable, but this past year certainly put every business’ adaptability to the test, and today’s climate is likely still putting you through a lot of tests and challenges you never imagined facing. The goods new is, all of this adapting is sure to help move your industry and your own brand forward, so long as you keep looking ahead.

So, when it comes to adapting, make sure that you’re always trying to find ways to best serve your customers in the now. Restaurants are a particularly great example of this, as more have added to-go and delivery services on-the-fly. Meanwhile, more stores are adding curbside pickup options.

All of this represents change, but it’s change that experts point out was happening anyway. Now current events have just moved these changes along a bit (or a lot) faster. As a business, think about the changes happening in your industry and how you might want to get ahead of the curve or even spearhead new improvements that will allow you to best serve your customers today.

Your business may have slowed down in recent months, especially if you aren’t in food service, groceries, or another essential industry. However, one of the keys to remaining relevant is to remain connected even if your customers aren’t shopping as much right now.

Fortunately, the advent of social media (and the continued emergence of new platforms like TikTok) provide plenty of ways for you to keep in touch with and even grow your audience during these uncertain times. Organic and paid marketing alike will play a major role in your brand’s relatability for the coming months.

Video, in particular, is a fantastic way to help build more personal and engaging connections with your audience and grow your following. You should also be investing in a content marketing strategy that will continue to educate consumers about who you are, what you do, how you’re helping during these times, and why they should still be wanting, needing, or using your products.

Last but most certainly not least, when it comes to surviving and thriving during these uncertain times, remember these three words: Just keep selling! Your prime selling points today may look different than they did a year ago, and that’s okay because that’s called adaption. What matters is that you don’t make the critical mistake so many others have and give up on selling all together.

During these uncertain times, the worst marketing mistake you can make is to stop marketing. Rather, you should be finding new angles to showcase your products, services, and brand and continue pushing both organically and through strategic paid ads so that your brand remains at the front-and-center.

Failing to do this will only harm your brand, shrink your following, and hurt your bottomline. Continue investing in adapted marketing efforts, and your business will see the results.