Small businesses shouldn’t shy away from talking to their customers at this time.
It might seem superficial to discuss brands and customer behaviours in the midst of a global pandemic.
But there are some pretty compelling reasons why you should.
A recent study found that 65% of consumers said that how a brand responds to the crisis will impact their likelihood to buy from it in the future.
And when it comes to the inevitable economic downturn that the current pandemic will bring, all the studies show that the stronger your brand, the quicker you will recover any lost ground.
So now is not the time for radio silence.
But how do you do it?
How do you talk to your customers in an unprecedented time like this?
And most importantly how do you get your message right?
And that’s the rub of it.
It’s tricky for small businesses with small budgets.
They need to walk a fine line between trying to make themselves and their products feel relevant, while at the same time being sensitive and empathetic in the midst of the challenges everyone faces.
Remember, people have been self-isolating at home.
The only thing that has kept them sane is their mobile phones.
That means it’s extremely important that your brand is consistently delivering content that’s both compelling and relatable to whatever the current state of affairs is.
If you know people are looking for informative, light-hearted, or uplifting content then your brand can provide it too.
Alternatively, this could also be the most suitable time to relaunch or actually release something that is actually needed.
The pandemic doesn’t have a definitive end date in sight.
So during this time, make sure your marketing stays fluid, and make sure the messaging stays relevant to the constant changes that can affect your customer base.
It’s just as important to practice humility while expressing your company’s collective support to your customer base.
It’s likely that everybody is struggling out there in some way so your messages should be delivered with empathy.
Be transparent and open about your own setbacks as well as any changes in your deliverability within the new circumstances we’re in.
Most importantly, avoid over-promising anything due to unexpected changes to stock levels or your ability to deliver a service.
Your customers will then be able to adjust to the expectations created by your messaging and appreciate your honesty.
Your business exists to provide your customers with excellent service and great value over your whole range of products or services.
You should be okay with getting the attention of anyone who might benefit from them during these stressful times.
If your products have what it takes to support and enhance the lives of people while they are in quarantine, then you can tell the story of the brand.
Clarify its unique potential, then communicate the benefits and value in this cultural moment.
Consumers will remember your brand by the actions it takes, not the promises it makes.
Simple acts of kindness will resonate the most with consumers and employees alike, which we hope will ensure that they stay loyal during this stressful time.
Self-marketing never has to stop, as long as you keep the focus on helping people while also searching for ways to collaborate with anyone to make lives easier.
The whole world is smack bang in the middle of finding ways to adjust to this new reality.
The most important part of your role is to be there, no matter what, for your customers and your team.
Step right up to this crisis’ plate and lead by example.
Your customers and your team will always remember your initial crisis response, so put your best foot forward and always keep your chin up.
P.S. If you're interested in exploring the possibility of working with me one on one- so you too can have a business that’s profitable and enjoyable - I have space for a couple of new clients!
To see if we're a good fit, simply comment “unprecedented” in the comments section below.
If you're not quite ready for that, why not click this hashtag and join our community #livelongdigitalcommunity where I will answer any questions you have about marketing in these unprecedented times and creating a business that’s remarkable.
I hope you can join us.