The key in every crisis is how you respond. While these are unique and certainly unprecedented times, now, more than ever, is the time to manage your brand through this crisis.
Earlier this month, our inboxes were flooded with messages from nearly every brand we’ve ever done business with explaining how they’re managing COVID-19. Moving forward, brands need to make sure every piece of communication has a purpose. With effective communication, your brand can emerge from this stronger than before and re-enter the market after this crisis successfully.
Ideas to Consider:
Below are a few communication tools and the best ways to utilize them in the coming weeks.
Use Social Media...Frequently
On average, brands should post two to three times per day. Right now, people are on their phones 50 percent more than usual so it’s a great time to connect with your followers. Show that you’re a community-oriented business and that we’re all in this together. And always remember, video is king on social media.
Is Your Message Newsworthy?
If you cannot communicate the message through your social media network, then do so in a news release. The key here is to find a way to tactfully and appropriately keep your brand in the public’s eye. News releases walk a tightrope between being helpful and self-promotional, but if your message is purposeful, newsworthy and unique then you’re OK to distribute your message this way. Just make sure to keep up with the news each day to avoid accidentally sounding tone-deaf.
Share Your Stories Via Blog Posts
Remember, right now people are on their phones 50 percent more than normal. What does that mean for brands? Content. Content. Content. Now is the time to share those uplifting, inspirational stories. How are you helping your community? Are any of your employees volunteering in meaningful ways? These are golden opportunities just waiting to be shared with your followers.
Prep for Success with Email Marketing
We can safely assume that your customers already know how you plan to handle the coronavirus. The next time you communicate with them should only be if – and when – you have an update for them. So, start building those templates for when that time comes.
Remain Top-of-Mind with Influencer Relations
This can be a cost effective and efficient way to share updates to your adjusted operations. Utilize influencers in your area to share what they miss most about your business. If you’re offering curbside service or virtual shopping this can be a tactful and appropriate way to get that message out.
Next Steps: Plan for the Future
Now is the time to start prepping for when you reopen. Start brainstorming those reopening messages and customer win-back promotions. When it’s time to reopen you want to hit the ground running without any delay or dark period.
As always, we’re here to help you weather this storm. Whether your company is facing a shortage of manpower or a lack of communication vehicles, rest assured, we are here to help you. Now is the time to grow stronger and ready yourself for the opportunities that are sure to come your way.