The past few weeks have been tough and the uncertain future can be daunting, especially for business owners. As we navigate to a new normal amid these events, it is crucial to keep talking to your customers. Now is not the time to disappear or broadcast radio-silence. Show everyone that you will get through this and that your eyes are on the future.
It is important to prepare your marketing communication during this crisis. Here are our 4 tips to help you do this.
1. Have clear communication.
In times of crisis, people need reassurance and regular communication. With new government restrictions being enforced, your customers are going to have questions – and they expect you to respond. So, first and foremost, keep your communication lines open. Stay active on your digital channels, answer questions quickly and keep your audiences updated with any new changes. Use social media, emails and website banners to communicate clearly and effectively. Where possible, try to preempt these questions and communicate your answers in a timely manner.
It is important to keep your customers in the loop and to not lose your voice. Your customers understand that this time is uncertain and they want to support you through it, but you have to let them in with communication first.
2. Don’t disappear.
While you may be physically distant from your customers, now is not the time to completely isolate your brand. Take this as an opportunity to connect with your audience on a deeper level, and put your focus towards telling your brand story. Strip it back to basics, be real and authentic with your audience. Share relevant and humorous social media content, post relatable Instagram stories, encourage conversation and keep talking.
See this time as an opportunity to drive advocacy and brand loyalty. When things return to normal, your competitors will come fighting for more market share, and when that happens, will your customers remember you? It’s the brands that were visible and built strong trust that customers will always return to. So, take this time to connect with your audience and build brand loyalty.
3. Prepare to be agile.
Given the complexity of this crisis, your product or service offering might require adjustment, and you need to be prepared to update your marketing strategy accordingly. For example, is it beneficial for you to direct resources toward tactics that drive online sales? Remember, smart business owners are proactive, not reactive.
It is also crucial to do an audit of your upcoming emails and scheduled posts, and decide whether the content is still relevant. It will be seen as insensitive if these circumstances are not seriously considered. For example, posting about booking your next wedding party could be quite upsetting to those who have had to recently to cancel their marriage celebrations.
It is crucial to speak in the right tone with your customers at this time, so see if you can alter upcoming copy to be more empathetic and relevant.
4. Plan for your future.
While you may be working fewer hours for the time being, your extra time can be used as an opportunity-maker, rather than a time-waster. Take your extra hours to review your business processes, marketing strategy and future goals. Ask yourself whether you can move to updated automated systems, or question whether your business goals need to be updated. Is it beneficial for you to engage a marketing agency to brainstorm new ideas and clever content strategies to help your business reach new heights in the future? Does your website need a refresh or does your branding need updating?
There is always something you can do to improve your business, and now is the perfect time to understand how.
We know these times are hard, and your spirits might be low, but unusual times call for unique and smart thinking. The businesses that will emerge stronger from this crisis are the ones that spent time and effort on their customers and marketing channels.
If you want to hear our free thoughts on your potential 6-month strategy, get in touch with us. Soak is as creative as ever, and we want to help you through this.