Navigating Marketing & Communications Amidst COVID-19
As information is emerging, and work spaces have moved from offices to homes, business is anything but usual. The team at reux teamed up with TechAlliance and some of London’s business champions, in a collaborative effort to put together a webinar to provide recommendations and discuss how to successfully navigate brand communication and marketing plans during the COVID-19 situation. In this blog you will find the full webinar (for FREE!) and a variety of content to keep your brand #OneLeapAhead.
14 Tips to Help Your Business
Rethink your marketing plan
Take a look at your content plan for the next few months and evaluate it. Some things within it may be better pushed off for a few months. Look at ways of developing more relevant content. For example, Hersey's switched out the creative on an ad campaign that showcased people handing chocolate bars to one another. This may mean your content calendar is more day to day, rather than planning a week or months out.
Landing Page
Create a dedicated landing page on your website to address your brands updates regarding COVID-19. This can include things like: steps being taken by your organization, FAQ, events being postponed or cancelled, and any other pertinent details.
Pre-scheduled posts, e-mails, and articles
Review all upcoming posts and look out for ones that might be contradictory or tone-deaf to the situation.
Keep on top of comments
Now more than ever it is critical to stay on top of comments on your business social media channels. Comments may be questions from customers requiring assistance, but also may be negative comments hurting your brand. Continue to monitor frequently.
This is not a marketing opportunity
Twitter shared a great article on this subject matter- we agree. Brands should not be trying to capitalize by linking themselves to a health scare. Instead, look for ways to help your customers.
https://blog.twitter.com/en_us/topics/company/2020/Brand-communications-in-time-of-crisis.html
Use Video more in your social media
Video is a great way to connect with your audience both visually and audibly. Video also has the highest engagement on social platforms. Look at filming livestreams to answer questions or offer information. Use Facebook and Instagram Stories daily to connect with your customers.
User generated content
Now more than ever is a great time to engage your existing community. Look for ways you can ask your followers to send pictures of your product in use. Encourage your community to tag your company in stories to re share. Create a fun and creative hashtag for your customers to use.
Help your customers
Understand the unique role your brand plays in people’s lives and how that has changed now. Brainstorm ways your brand can help or be useful during this crisis. Look for opportunities to lead by example, and do the right thing, where it makes sense for your business.
Constant Communication
Don’t be afraid of communicating too frequently right now. It’s important to share the most up-to-date information with your customers about your brand. Be sure to include a link to a dedicated landing page about your organization’s response to COVID-19 if you have one.
Update your Google Business Listing
Many customers will be searching online for your business and details about your business, including operating hours. Be sure to update your business listing (https://support.google.com/business/answer/9773423?p=covid_19&visit_id=637194021457344571-48127973&rd=1)
Pin Important Posts
Remember that you can pin important posts to the top of your Facebook Page for quick viewing. This may be your most current update for COVID-19 or a link to your landing page. Update your page bio’s with relevant information. It’s important that your customers can easily find the information they are after.
Try Hosting Online Events
In case you have had to postpone or cancel any planned events as a result of the outbreak, try hosting a webinar or organize live sessions on social channels such as Facebook or Instagram.
Be thoughtful about your tone
Brands should re-evaluate their tone depending on the context. Right now might not be the best time to be snarky or sarcastic, while empathy, understanding, and even certain types of humour may go a long way. A consistent tone should be implemented within your posts, emails, videos, and any communication directly with your customer. Remember to not steer away from the tone in your brand guidelines.
Connect with other brands
We are all in this together and the little things go a long way. Comment, like and engage with other small businesses in your community to show the love and support. Consider leaving reviews on google for other brands in your community.
FAQs
1We're open during COVID-19, should we still post something on social media?
Yes, businesses should communicate with their customers if they are open during the COVID-19 situation. As more information and guidelines are set out by the provincial and federal governments, make sure to update customers when news directly effects your business (i.e gathering limits, travel advisories, opening hours)
2We're closed currently for COVID-19, should we be posting on social media?
Yes, businesses should communicate with their customers if they are closing due to the COVID-19 situation. Try to be as transparent as possible with customers and reassure them when it is safe to do so you will be continuing operations. As more information and guidelines are set out by the provincial and federal governments, make sure to update customers when news directly effects your business (i.e gathering limits, travel advisories, opening hours)
3What information should I include in my press release?
In your press release you should include: Headline, Contact Info, and 1 to 2 paragraphs with pertinent details (i.e. steps being taken by your organization to ensure employee and customer safety, hours of operation, etc) Try to be as transparent as possible with customers and include a link to your landing page with all COVID-19 related information (f you have one).
4How do I create a landing page for my website to have all the pertinent details, related to my brand and COVID-19
Your current website likely has the capabilities to have a landing page. This could be something as simple as a blog page. This article we found discusses 3rd party options for creating landing pages
https://www.ventureharbour.com/best-landing-page-builders/
5How do I take advantage of COVID-19 to increase my sales?
Twitter shared a great article on this subject matter- we agree. Brands should not be trying to capitalize by linking themselves to a health scare. Instead, look for ways to help your customers.
https://blog.twitter.com/en_us/topics/company/2020/Brand-communications-in-time-of-crisis.html
6How often should I be posting?
It is important to continue posting on social media but be mindful of the content you are posting. Don't forget to keep engaged with the community. Consider sharing posts from other small businesses or connecting with your customers through livestreams. Above everything, make sure to be responsive to all questions or concerns from your customers. Transparency is key.
7How should businesses respond publicly to comments on social media posts?
It's important for businesses to respond to comments. Try moving the conversation non-publicly "We understand your frustration during this time. It is a challenging time for everyone. Please message us to discuss further" Don't leave them unanswered.
8How important is imagery chosen during this time?
Pick appropriate imagery and visuals that are simple and won't cause panic.
For example, Hersey's switched out the creative on an ad campaign that showcased people handing chocolate bars to one another.
9How important is tone and staying positive during these situations?
Brands should re-evaluate their tone depending on the context. Right now might not be the best time to be snarky or sarcastic, while empathy, understanding, and even certain types of humour may go a long way.
10As someone on a small team, wearing many hats in my role, how do I prioritize different comms initiatives?
Decide among your team what the main priorities are and focus on those. That may be having your Facebook page as a central source of information and directing all other channels to that.
Here at reux, we strive to be #OneLeapAhead. In unprecedented times, we have to stick together as communicators and marketers to engage with our customers and protect our brands. We are here for you, and we want to hear from you if you have any questions about navigating your businesses during this time. The team at reux and our business partners are available by phone, email and/or through our contact page.
