Business survival right now is dependent on your ability to communicate well during this ever-changing Coronavirus landscape.
Creating a clear communication strategy to inform customers of how they can trade, contact, support and continue to interact and obtain your valuable services (for some be it in new and creative ways) is essential as we move to uncharted territories.
Here are 7 ways your brand can continue to communicate your most important messages to customers and key stakeholders:
A dedicated and regularly updated web page to include any key information clients need to know about Coronavirus in relation to your business – including…
- Your isolation measures
- Rules around trading – if you’re operational and working from home, are operating in a different capacity or are temporally shut down
- What hygiene measure you have implemented if you are still dealing with the public
- How you are prioritising team and client safety
- What you’re doing to limit disruption or inconvenience to customers where possible
- Contact details
- The different ways customers can continue to support you
An email to your key customers to communicate your current status, relaying the information from your web page in a personalised and friendly way. Email updates should be sent out as and when changes occur but make sure you don’t bombard your database as this is a sensitive time for many people. Email communication should only be used when necessary to send a direct and targeted message that is in the best interests of your customers.
Ensure all sections of your social media profiles are filled out correctly with direct contact details for people to access should they need to. Set your social media platforms up like a directory which has all appropriate links and information. People are spending a lot of time online and accessing businesses through social media is going to be crucial going forward.
Also ensure you are hyper vigilant at responding to all messages and comments. People need to know that even though they can’t come into your store or meet you in person, that you are still there when they need you. Keep the engagement through your social channels as high as possible.
Make sure you do an audit of all the automation activities you currently have in place and ensure you amend or suspend them to reflect the current situation. Brands who look pushy or seem insensitive will get a big fat unsubscribe and a mental blacklist going forward.
The general consensus is that we are all in this together. We are all impacted. And we are all finding our new normal in this Corona-crazy landscape. Brands that reflect this vulnerability can bond with customers over shared experiences and form much deeper relationships during this time. Take an empathy approach and understand that we’re all affected and are just trying to do the best we can. This tone should come through in your communications, so people genuinely feel like you care and that you are also human just like everyone else.
Use your communication platforms thoughtfully and deliberately
At a time where people are smashed with panic headlines at every turn, take this opportunity to be mindful of what messages you want to bring to the market – are they ones of fear and negativity? Or are they ones of love and positivity?
Sure, where appropriate weigh in on the conversation, but also understand you have a chance to position yourself as a leader and someone people look up to, and your communications should reflect that. Brands who do this will not only establish trust and loyalty now, but also long after this pandemic is over.
Value based communication
Develop a communication service strategy where you can provide the same level of value to your customers and audiences online. If you are a hairdresser, start making tutorials. If you are a financial advisor, create a content strategy around smart money hacks for tough times. You get my point. If you’re business is going to adapt you need to have a strong communication / content plan to start delivering premium value immediately – only then will you be in with a chance to move your business from an offline into an online model.
Businesses who have a strong communication and brand strategy are more likely to survive the long haul. To put your brand to the test, book a FREE mini brand strategy session HERE.