In This Article
When everything feels unstable—inflation, elections, wars, tech layoffs, and social media platforms imploding—your marketing shouldn’t fall apart with it.
In today’s unpredictable economy, most small business owners are feeling the pressure. Ads cost more. Customers are holding onto their cash. Funnels that used to convert? Now they stall. Welcome to the age of marketing in permanent disruption.
But here’s the good news: chaos is a feature, not a bug. And if you start treating disruption as the default (not the exception), you can build a marketing strategy that adapts and stays relevant.
Crisis marketing is how you do that. It’s not about fear or quick fixes. It’s about empathy, relevancy, and keeping your customers engaged when the world feels upside down.
Key Takeaways
- Disruptions are normal. Your marketing should be designed to handle economic uncertainty.
- Crisis marketing focuses on connection and clarity, not just crisis communication.
- The most effective strategies combine empathy, relevancy, and smart adaptation.
- A systems mindset can help you spot weak points and recover faster.
What Is Crisis Marketing?
Crisis marketing is the process of adjusting your messaging and campaigns during times of uncertainty. Whether it’s a financial downturn, election-year volatility, or global instability, crisis marketing helps you stay grounded and connected to your audience.
Rather than freezing your efforts or going quiet, this approach focuses on showing your customers that you understand what they’re going through—and that you’re still here to help.
It’s not just about avoiding tone-deaf promotions. It’s about using marketing to create a sense of steadiness and support.
Example: Instead of launching a flashy sale, a boutique might send an email that says, “We know it’s a tough time—so we’ve created a 3-month payment plan and free shipping on all orders through summer.”
Template Email Opener: “Hey [First Name],
We know you’ve got a lot on your plate right now. That’s why we’re doubling down on being helpful, flexible, and transparent—because that’s what this moment calls for.”
Crisis Marketing vs. Crisis Management
Crisis management is about minimizing damage to the business during emergencies. It includes operational and PR response.
Crisis marketing is a subset of that: it focuses on how you communicate with your audience, update your messaging, and keep your brand relevant and trusted.
Think of it as the customer-facing side of your crisis response. Your operations team puts out the fire. Your marketing team makes sure the world knows how you’re responding.
Common Economic Crisis Triggers
You don’t need a global pandemic for a crisis. Most small businesses are affected by more everyday economic events like:
- Inflation and rising costs
- Political unrest or election cycles
- Tech industry disruption or layoffs
- Market slowdowns
- Consumer spending shifts
Each of these creates uncertainty. And uncertainty changes buyer behavior. That means lead gen slows down, conversion rates drop, and people get pickier with their money.
Tip: Monitor leading indicators like email opens, cart abandonment, and unsubscribes. A shift here may signal mindset changes before sales take a hit.
How to Respond with Crisis Marketing
Lead with Empathy
Start by recognizing the emotional tone of the moment. Your audience may be anxious, overwhelmed, or cautious with spending. Let your messaging reflect that you see them.
Avoid hype or urgency-based language. Instead, focus on reassurance, education, and usefulness.
Messaging Script: “Life feels uncertain right now. That’s why we’re focused on helping you get clarity, not adding more noise.”
Tactical Ideas:
- Launch a “Stability Series” of blog posts, podcasts, or emails
- Host an Ask-Me-Anything session to hear what people are really worried about
- Survey your audience to find out what’s changed in their priorities
Adapt Your Offers and Positioning
What was seen as a luxury a month ago may now need to be repositioned as a necessity. Ask yourself:
- Can we create more flexible pricing?
- Can we emphasize long-term value?
- Can we offer smaller, lower-risk entry points?
Examples:
- Instead of $1,000 coaching packages, offer $99 strategy intensives
- Add “good, better, best” options on your sales page
- Frame your service as a cost-saving tool rather than a new expense
Message Reframe Template: “Instead of thinking about [your product] as an expense, here’s how it helps you SAVE [time/money/headaches] starting day one.”
Focus on Retention and Relationships
During uncertainty, people buy from those they trust. Instead of chasing cold leads, double down on serving your current audience. Consider:
- Loyalty bonuses or early access
- Personalized email campaigns
- More check-ins and support content
Ideas to Try:
- Send a “How are you doing?” email with zero pitch
- Invite your best clients to a behind-the-scenes strategy preview
- Offer referral bonuses for your warmest connections
This deepens connection and builds brand equity you can’t buy.
Be Strategic with Content
Go beyond “helpful tips.” Create content that:
- Addresses specific fears or questions your audience is facing
- Highlights stories of adaptation or resilience
- Offers simple tools or insights to navigate the chaos
Post Ideas:
- “How We Adjusted Our Marketing Budget in 2025 (and You Can Too)”
- “What to Say When Your Customers Are Ghosting You”
- “5 Buyer Mindsets During Recession—and How to Speak to Each One”
Content Formats to Test:
- Mini trainings or quick-win workshops
- Social Q&As or video responses to FAQs
- Tools, templates, or scripts your audience can use right now
Choose Your Channels Wisely
Now is the time to be smart, not scattered. Look at where your audience is most engaged and double down there. If ad costs spike, shift to organic or email. If social feels noisy, host a private workshop or roundtable.
Tips:
- Use polls or email clicks to segment who’s most engaged
- Repurpose your best-performing content as email sequences or free downloads
- Host small Zoom “Office Hours” to build community and trust
Example Campaign: Create a “Weather the Storm” free challenge, walking people through how to stabilize their business in 5 days. Use it to nurture leads without asking for a sale right away.
What to Watch Out For
Tone-Deaf Messaging
Avoid acting like everything is fine when it’s clearly not. Don’t pretend your product is the solution to all your customer’s problems.
What to Avoid:
- “Now more than ever, you need [our product]” messaging
- Overuse of urgency or scarcity when people are burnt out
Delayed Reactions
Marketing has lag time. If something is broken in your funnel, you may not notice right away. Monitor leading indicators like engagement and email replies to catch issues early.
Early Warning Metrics:
- Declining email open or click rates
- Increase in refund or cancelation requests
- Negative sentiment in comments or replies
Ignoring Your Own Weak Points
Take a moment to run a quick Failure Modes & Effects Analysis (FMEA). Ask:
- What’s most likely to break in our customer journey?
- How can we prevent that or fix it fast?
Fix Ideas:
- Add an FAQ section to reduce buyer hesitation
- Streamline checkout to reduce friction
- Update autoresponders to feel more human and timely
Examples of Crisis Marketing in Action
Local Gym: Shifted to online classes and added flexible membership options when people paused spending. They sent weekly wellness emails with stretch routines, recipes, and mental health tips.
Online Retailer: Added a payment plan and a “value calculator” to help customers see the long-term ROI of a bigger purchase. The calculator helped increase average cart size despite fewer transactions.
Consultant: Created a free resource library and offered strategy sessions with deferred payment options. Many clients converted once they felt financially stable.
These aren’t dramatic pivots—they’re strategic tweaks that keep the relationship strong while adapting to the moment.
Final Thoughts
In times of economic disruption, your audience is craving certainty, not sales pressure.
Crisis marketing is about showing up with calm, clarity, and compassion. It’s about saying, “We’re still here. We get it. Let’s get through this together.”
And with the right mindset—plus a few smart system checks—you won’t just weather the storm. You’ll earn deeper trust, and come out stronger than before.
You don’t have to chase stability. You can design for disruption.
Frequently Asked Questions
What should I stop doing in my marketing during an economic crisis?
Stop ignoring what your audience is feeling. Stop pushing the same old messages. Pause tone-deaf automation and reassess your calls to action.
Should I lower my prices during a crisis?
Not necessarily. Instead, offer more flexible terms, smaller packages, or bonus value. Lowering prices can devalue your brand long-term.
How can I tell if my crisis messaging is working?
Look for soft metrics like increased replies, shares, or time spent on page. Watch for signs of deeper engagement even if conversions dip.
How often should I update my marketing during disruption?
Weekly check-ins are a good rule of thumb. Things change fast in a crisis—build flexibility into your calendar.
Where can I learn more about building resilient marketing systems?
Start with a systems-thinking approach to marketing—check out our article on Disruption-Proofing Your Marketing System.
What is crisis marketing?
Crisis marketing is about adjusting your marketing efforts to address the unique challenges posed by a crisis, emphasizing empathy, relevancy, and maintaining customer relationships. It helps in building trust and connection with your audience during challenging times.
How is crisis marketing different from crisis management?
Crisis marketing is focused on adjusting marketing efforts during a crisis to maintain customer relationships and brand reputation, while crisis management encompasses the entire process of handling a crisis. This means that crisis marketing is a subset of crisis management.
Why is crisis marketing important?
Crisis marketing is important because it can give businesses a competitive edge, impact consumer behavior, and influence future purchasing decisions. It also helps them recover faster and build stronger connections with their audience during and after a crisis.
What are some common types of crises businesses may face?
Businesses may face financial crises, natural disasters, public health crises, reputational crises, and technological crises. These are some of the common types of crises that can impact businesses.
How can businesses prepare for potential crises?
To prepare for potential crises, businesses should conduct risk assessments, learn from other organizations, simulate crisis scenarios, and develop a clear response strategy with predefined roles and communication protocols.