WHAT TO SAY AND HOW TO SAY IT - COMMUNICATING WITH CUSTOMERS DURING COVID-19
Effective external communications throughout the Coronavirus crisis is pivotal, even if your business has to temporarily close.
But, you need to do it right.
One of the first things to recognise before communicating with your clients is that you cannot continue business as usual. Your content plan for the next few months needs to be examined with a critical eye to ensure your brand does not come across as insensitive and tone-deaf.
It is also uncharted territory for the audience - you want to use your platform to build trust and a reputation of being reliable.
Everything you communicate needs to be succinct, direct, genuine and empathetic. All content will need to be checked repeatedly to guarantee that you are always sending the right message, and displaying the brand in the right way. You need to look to the future.
Why should you be keeping engaged with your customers?
Many businesses are moving their operations online, allowing customers to continue buying their services and products. If this applies to your business, then maintaining engagement is obviously essential so your customers are made aware of these changes - and use them.
Additionally, when normal business resumes (and keep optimistic, because it will) you need to be ready to hit the ground running. This will particularly apply to businesses that are forced to temporarily halt all services, and may miss out on revenue for a while.
Perhaps most importantly, as a brand you will have major influence over your customers and how they respond to the pandemic. Use your platform to spread accurate information to promote good hygiene, health and self-isolation. Yes, maybe it is good for brand image, but put plainly it’s the right thing to do. Engage with your customers by communicating positively and prevent the spreading of misinformation.
Understand that times have changed
As said prior, it’s paramount that you understand that times have changed. All your content, whether it is planned or you are beginning to produce it now, needs to be heavily scrutinised.
Deliberate over whether to proceed with planned campaigns. You should do this by taking an objective view to consider the possible responses it may provoke from your audience. How would they view this content? What might their reactions be? Does it come across as heartless or indifferent? Is there a better way to pitch this idea or a better time to deliver?
If it is necessary for your business to proceed with a launch be honest, concerned, transparent and cautious with your audience. All the same rules apply, you need to illustrate the value your product provides - which may be harder to do in a COVID-19 environment.
With more people working from home, there is a larger audience now active across all social media platforms. Take advantage of this. If your content is sensitive - and it’s accompanied with a balance of non-promotional, genuine and empathetic content on topics such as staying healthy, the importance of self-isolating, hopeful quotes etc. - then post away. Let your customers see your products, and remind them you exist.
So, how can you engage with your customers - sensitively?
Be positive and look to the future
It’s likely your audience is already scanning the news throughout the day, so they probably aren’t turning to your Instagram feed for more upsetting updates (unless of course this is relevant to your area, e.g. a Law firm offering legal tips and advice).
Instead, engage with your audience through spreading positivity. Upload hopeful quotes; talk about some of the positive stories from the week that your audience may have missed; upload fun memes or interesting things to do to stay productive in isolation; and use your platform to celebrate the heroic work of our healthcare workers.
Although, this does not mean spreading overly optimistic, or worse false and inaccurate information. All your content must be completely truthful, and sources of your information must be authoritative and credible.
If you’re doing something to help
It has been amazing to see so many businesses using their resources to do good, and if you’re in a position to do this then you absolutely should. Make sure you tell your customers if you’re trying to help, and how.
Having said this, do not try and come across as a hero if what you’re doing is not going to make a significant impact. This is not a marketing opportunity, so you again need to be critical to ensure your brand does not come across as tone-deaf.
Not all businesses will be able to offer products or services that are going to dramatically help in the fight against COVID-19; some businesses might not be able to afford to. Even if it’s just spreading positivity on your social media accounts, or uploading advice for your viewers that is accurate and from credible sources, do what you can.
Update your audience on any changes to your business operations
Many businesses have begun moving their operations online so business can continue if physical stores have to close. This is fantastic, and it’s inspiring when you see small businesses persevere in such bleak times. But, if your audience doesn’t know you’ve changed tactics, how will they continue to use your services and buy your products?
Tell them on every platform. Social media, newsletters, email - make all your customers aware so you can continue operating as best you can in the circumstances.
Create a page on your website dedicated to COVID-19 updates
If not already, your business should have a go-to page on your website for customers to easily access for any queries or questions regarding how Coronavirus will impact your business. It should include information on store closures, what you’re doing to protect your customers and your team, a contact for further concerns and any other relevant information.
POPCOM Director Amanda Lacey is experienced in crisis communication, so if you’re unsure please reach out on amanda@popcom.com.au. These are difficult times for businesses, and maintaining the right kind of engagement can be difficult. However, it’s important to look to the future and remain optimistic.
