This past month has thrown most organizations and businesses into a turmoil unlike any other. Never before in our lifetimes has the world seen an epidemic quite as rampant and all-encompassing as the current coronavirus. With schools and businesses shut down, and all of us instructed to stay at home, it may feel like our daily lives will never be the same. The COVID-19 pandemic has left many folks in a limbo when it comes to communicating with their clients and audiences during this difficult time. Our inboxes have been bombarded with questions from business owners and brand leaders, wondering how to correctly and efficiently communicate with their audiences during these unforeseen times.
While every brand has its own voice, style and followers, there are some general “do’s and don’ts” that can help any business and organization facilitate positive communication via their digital channels and help maintain the connection they have with their clients and colleagues. Furthermore, the current situation may actually offer growth opportunities for those who take this time to continually adjust their communication strategy, get ahead of the curve and be ready once this pandemic is over – and it will be over!
Here are our top 4 suggestions:
Don’t share fear and panic – Do maintain hope, empathy and optimism
This one may sound obvious, but the bottom line is that most people these days are nervous, scared and upset, which makes sense since most of the information they consume is sourced from the mainstream media. Instead of rehashing messages from general sources your audience is likely to already be aware of, try diversifying your directive with a more positive message. The fact that this too shall pass is just as real and honest as the fact that our current situation is scary. Share optimistic and uplifting stories instead of depressing data and let your followers know you’re there for them, and that we’re all in this together.
Don’t quote the news – Do write from a local/personal perspective
This pandemic is happening worldwide, which naturally makes the information shared about it overwhelming to individuals. Instead of sharing reports from international or national perspectives, try focusing on a more local and personal point of view. Your followers are likely blasted with content and are far more likely to connect to you on a personal level. If you’re a national or international brand you can elect to share stories about, and show solidarity with, local customers or fans and temporarily minimize the broader perspective of your business in your communications, unless it has a positive angle.
Don’t sound desperate – Do offer value
Let’s face it – many businesses throughout the world are currently suffering. It feels like complete industries, from travel to restaurants and beyond, are getting completely shuttered by COVID-19. And while it may sound beneficial to ask your followers for donations, or share a heartfelt and honest sigh of desperation, we feel it’s important to keep a positive tone and avoid sounding desperate. Instead, try gaining new customers/clients/followers by offering specials and discounts that will entice users to try your product or service. Furthermore, it’s more important than ever to ensure that your content is offering value to your audience, be it monetary or emotional. Remember, people are spending more time than ever on social media these days, so take advantage of that by offering REAL VALUE.
Don’t dwell on the present / Do look forward to the future
While some of us find ourselves with more free time on our hands, while others who are finding “working from home” to be quite a challenge and are busier than ever, make sure to schedule some time during these coming weeks to create a plan and prepare for the comeback. Sooner or later, the global economy will bounce back and you want to make sure that your business/organization is ready for it. Share some of your positive thoughts about the future with your followers and take advantage of the fact that for many in coronavirus quarantine, social media is a lifeline to the outside world and that people are spending more time than ever on social media, to get honest feedback about your plans, and ensure your followers will be tagging along for the ride once this is all over.
All of us here at NAVONLINE are planning ahead and can’t wait for things to get back to normal. We are always available to answer any questions you may have about digital marketing during these trying times, and beyond! We’re currently offering completely free consultations via zoom – simply send us an email to schedule a video call with us.
Hoping everyone is staying healthy, and staying indoors! Drop us a line and let us know how you are doing and if we can be helpful to you in any way.