8 fantastic quotes for marketing people working through crisis situations

Marc Thomas
 | 
Co-founder
8 fantastic quotes for marketing people working through crisis situations

Need some inspiration? Here's 8 quotes for thinking about marketing in crisis situations

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It’s wild out there right now, right? 

Everything feels crazy. It’s hard to know what you’re doing and it’s hard to stay motivated.

All of our marketing strategy (which had been closely managed) went out of the window. We sat back, we listened, we adapted and now with every hour that passes, we’re adapting again. 

And that’s how I expect it to be for the next few months. 

I know I’m not alone in saying this though: marketing follows odd rules – and now that chaos seems to rule, the rules are for marketers are also chaotic.

Here’s a bunch of quotes that I’ve found personally quite helpful when thinking about how to market and share company updates during tough times. 

Fantastic quotes for marketers in tough times

It’s wild out there right now, right? 

Everything feels crazy. It’s hard to know what you’re doing and it’s hard to stay motivated.

All of our marketing strategy (which had been closely managed) went out of the window. We sat back, we listened, we adapted and now with every hour that passes, we’re adapting again. 

And that’s how I expect it to be for the next few months. 

I know I’m not alone in saying this though: marketing follows odd rules – and now that chaos seems to rule, the rules are for marketers are also chaotic.

Here’s a bunch of quotes that I’ve found personally quite helpful when thinking about how to market and share company updates during tough times. 

“The best way to predict the future is to create it.” – Peter Drucker

Peter Drucker quotes

I love this one. There’s just so much hope behind it. I don’t have any of the context for this but it’s something that I’ve been thinking about a lot. 

When this is all done, the companies and organisations that will thrive will be the ones who are playing a part in rebuilding our world. 

I feel immensely hopeful about that. 

“Make your customer the hero of your stories.” – Ann Hadley

Ann Hadley quotes

Customers make businesses. Without them, you’ve got a legal framework and some products on your (digital) shelf. 

The customer is the hero of any business. 

In times of struggle in the world, what better way to lean into the customer-company relationship than to make them the hero of anything you share. 

After all, solo business, small business or big business, they’re still working their socks off too. Celebrate their efforts in your marketing work.

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”Don’t push people to where you want to be; meet them where they are.” — Meghan Keaney Anderson, VP Marketing, HubSpot

Meghan Keaney Anderson quotes

How easy is it to forget when you’re managing a marketing strategy that your audience and market are people with their own fears, hopes, needs? 

After all, you’ve got it all mapped out, right? 

Well, I’m here to give you a reminder: HUMANS ARE COMPLEX AND THEIR FEARS HOPES AND NEEDS CHANGE ON AN HOURLY BASIS. 

Constantly be asking yourself whether you’re in the same place emotionally as your customers. Or at least, are you being empathetic towards them right now? 

Not sure? Send a survey to find out info at scale about them. 

“If you wait until there's another case study in your industry, you will be too late.” – Seth Godin

Seth Godin quotes

Even while we’re, frankly, grieving for normality on a human level, there’s also a job to be done for our respective companies and projects. 

Times of uncertainty breed environments where there are fewer firm and fast rules. So making a big wave isn’t that hard compared to when things are normal. 

Coming up with exciting ideas, implementing them fast and putting them out into the world is a real opportunity for any innovative marketer right now. 

“No matter what, the very first piece of social media real estate I'd start with is a blog.” – Chris Brogan 

Chris Brogan quotes

We’ve heard a lot of our colleagues talking about how CPC has fallen precipitously for their industries/markets since the start of Coronavirus measures. 

That should be good. 

Unfortunately, the same people have said that the conversion rates on their landing pages have also plummeted. 

And that’s really bad.

That being the case, we made the choice not to invest in paid acquisition for the next little while (we review it regularly) and instead to fall back onto longer term efforts. 

Our working hypothesis is that it’ll be another two months before landing page conversion rates from paid acquisition are back to normal, and when that happens, we’ll get started again.

But in the meantime, we’re using the three month ‘break from paid ads’ to get new blog content ranking on Google. 

We’re focused on long term search marketing right now: creating some content that will be consumed immediately (like this) sure, but also, we’re creating evergreen content too and optimising existing marketing pages. 

That has already paid off significantly. 

Have you taken a similar approach?

“Instead of interrupting, work on attracting.” — Dharmesh Shah, CTO & Co-Founder, HubSpot

Dharmesh Shah quotes

In the hazy days of pre-lockdown life, remember what it was like being stopped on the street by a person trying to sell you something you didn’t think you wanted? 

Super annoying. 

Same goes for any time. Now that we’re digital, we’re all competing for people’s attention. 

The question is really: when you get that attention, what’s your message? 

Are you trying to interrupt a person’s day or augment it? 

"Build something 100 people love, not something 1 million people kind of like." — Brian Chesky, Co-Founder & CEO, Airbnb

Brian Chesky quotes

There’s no better business strategy in a time of trouble than building something that works really well for a small but sufficient group of people. 

If you’ve been holding off on market discovery or drilling down on customer needs, now’s a perfect time to do that. 

Tips for doing this: 

  • Make a list of your most active 100 users/customers
  • Make a list of your most active 1000 users/customers
  • Make a list of churned users/customers
  • Send out a separate survey to each one of those groups asking them about their needs, challenges and current work. 

I promise, you’ll discover a lot of great stuff. 

“Seen properly, everything that happens—be it an economic crash or a personal tragedy—is a chance to move forward. Even if it is on a bearing that we did not anticipate.” — Ryan Holiday, The Obstacle is the Way

You know what? It’s hard to keep this front of mind, but at some point, this is all going to end. 

Whether we end up with business as usual or a totally different paradigm for day-to-day life remains to be seen. 

But right now: the chips are down. It’s all to play for. 

Focus on dealing with what’s in front of you with a view to where you want to be. 

You’ve got this!

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