Now more than ever, it's important to be connected with your audience and remain top-of-mind.
It’s no secret that small businesses and large corporations alike have been thrown into a state of turmoil as we navigate COVID-19 and its impacts. As businesses are required to close or alter hours to accommodate government orders, it’s important to be transparent with your customers online. The pandemic also requires businesses to get creative with their marketing strategies.
Your business will need to be top-of-mind as the economy begins to recover and consumer spending increases. Below, we’ve listed some online tactics to stay connected with your customers and enhance your marketing strategies moving forward.
On Your Website:
If you already have a website and your business has been affected by COVID-19, it’s important to have information about the impact on your business easily visible on your website.
- Banner on the website: To grab customers’ attention as soon as they reach your site, implement a banner stating how your business is affected (whether you are closed or have altered hours) and offer a link to more in-depth content.
- Website Content:
- Blog post: If you regularly post on your site’s blog, consider adding content about how COVID-19 is affecting your business, or express support for your community to help stay connected to your customers.
- Additional content on key pages (homepage or location page): If you don’t have a blog, you could add a few sentences to the top of popular pages (such as the homepage or location page) as a COVID-19 update.
Off-Site Digital Tactics:
If customers find you by searching locally or follow you on social media, they should also receive the most up-to-date information about your business. This is a great way to show loyal customers that you’re dedicated to providing up-to-date information.
- Create Google My Business Posts: Keep customers updated with the latest information right from the search results when they’re looking for your brand or products/services you offer.
- Update Google My Business Hours: Google is allowing local businesses to mark themselves as “temporarily closed” if necessary. You can also add any temporary hours/closures that apply.
- Continue responding to all reviews, positive and negative: For many consumers, online reviews matter as much as personal recommendations, so how a customer is treated in-store and online always matters. Read our blog about review management best practices here.
- Social Media:
- Pin posts related to COVID-19 to the top of social media profiles so your customers are aware of any changes.
- Post regularly and create videos on social media to engage with your consumers and show them the business’ personality and values. During these challenging times, customers may be uplifted by the creative ways that your business is adapting.
In addition to the digital tactics listed above, you might also:
- Update company voicemail with updated hours or services: This can allow you to quickly answer questions for callers in case an employee can’t get to the phone.
- Offer curbside pickup: For retail or food & beverage businesses, curbside pickup is the best way to get your product to customers while maintaining a safe distance.
- If applicable, monitor your calls: Call listening will allow you to understand what customers are often asking or looking for when they call, which can inform your messaging strategy.
- Get involved with the cause: Even if you’re not in the healthcare industry, there are likely things you can do to help out your community in this time of need.
In this difficult time, it’s more important than ever to have empathy for your customers. Think customer first, sales second. This is an opportunity to touch your audience on a level outside of your typical products and services. Prioritizing your community now and continuing to grow your brand will help you stand out in the long run.