How to market and communicate effectively and ethically in a crisis
Gosh this is NOT an easy time. No matter where you go (which of course is within your home) or what channel you turn on the TV, COVID-19 is everywhere.
As this all unfolds, we are seeing businesses heavily impacted, whether they have to close down or not. So it got me thinking about a crisis in general, how do we handle it? What do we say, what do we do?
How can you possibly market and sell in a time like this?
I can imagine as a business there are so many questions running through your head on what is right and what is needed right now. Of course, I always recommend going with your instinct and what feels right for you and your business, but before that, have a read below (or listen to the podcast). Get the most information as possible so you can make the right decision.
This was me last week…. no joke.
How to communicate and market if you have to close
Before I get into this, I just want to say, if this is you and you are reading this because you have had to close or close in some capacity, I am deeply and truly sorry. I am thinking of you and am here for any guidance you might need.
A few of my clients have had to close and I feel so much heartbreak for them. Continue on strong and come back better than ever when this is all over. But here are some of my tips for you:
Social media will help you stay relevant
I know it is hard to be showing up while you currently can’t sell or aren’t making any money, but you should continue to post to check in with your audience and to also continue your algorithm - same with your website or podcast. Just alter when and where you show up! Social media will continue to help you with brand awareness so continue to post, but change how you show up. Show up to engage and educate rather than showing up to sell.
Use your content to communicate updates
Your content and platforms are a way for you to communicate. When you communicate with your audience about what is going on, be open and honest. Explain what is happening and keep them updated. Of course this is very reactive and what you say now will be different in one day or one week’s time, but it is important to have that open relationship. What information you do now, will create a relationship with your audience you wouldn’t have otherwise had.
Tell and show people what you are doing
It doesn’t always have to be about business. Show and tell people what you are doing at this time. Ask people to join the conversation! You might show up in different ways, you might take over IG stories more than ever and you use your feed for important information and educational pieces! What does that look like for you?
Still show up
As I said, still show up! Of course this looks different but look what others are doing right now and think outside of the box. Some places are doing virtual wines on a Friday (yes please). This is where knowing your audience is critical, it will allow you to give them what they need right now! Some businesses will show and some will shelter, make sure you don’t shelter. Showing up now will help you for when you are 100% back in business, it will allow you to build on the reputation you built during this time. What businesses are doing now will be remembered for a long time!
Have a strategy
Now is the time to edit your strategy for now and then have a plan ready to go for when you are back in action. You can make a start on that by downloading my content template here. I also recently did a video on how you use it on my IGTV here. For more content strategy resources, see at the end.
You strategy will look like:
Where you will show up
What topics you will discuss
What content pillars you will use (more on this below)
How often you will show up
Start getting some content ready and batch for the future!
Use this time to evaluate
This is a good time to evaluate what you have been doing. What has been working pre-crisis, what is working during and what you can implement after. Measurement is key, so analyse!
Mindset
Your mindset and how you deliver your content is critical. Your audience needs you so make sure you show up to help them! Think about how you want to be remembered after this and work to that! Again, this is where knowing your audience is key!
How to communicate and market if you are still in business
Of course if you are still in business the term “business as usual” isn’t really a thing. I heard someone post the term “business as unusual”, which sums it up.
During this time, you always need to make some shifts and at times you probably need to pivot what you do for your business! So here are some tips to help you at this time.
Do not exploit people
Don’t take advantage of people, simple. Yes you still have to sell products or services so you too don’t have to close, but I have heard of businesses taken advantage of prices because people need essentials. It is simple, don’t market to exploit, market to help people!
Social media will help you stay relevant
Again, make sure you continue to create content. You might just be online now or you might have to change the way you service people. Make sure you communicate with your online content. Digital marketing is playing a critical role in how people communicate right now. So social media channels are very important.
Use your content to communicate updates
Your content will help educate people on what is happening with your business. Use it as much as you can! Be honest and open and share what is going on for you and your business! You still want to show up and you still want to be using your content to continue once we go back to normal life. Be creative right now to help others and help your business for the future.
Have a strategy and evaluate
You also want to have a strategy for this time and also alter one for when things go back. It is a process of always reviewing and evaluating. How you show up will have long lasting impacts for your business so you want to make sure you are connecting with your audience. This is a time to readjust for the future and evaluate what you are doing.
What are you doing for the community?
What are you and your business doing to help out? Think about it. Is it virtually or in the form of support. Mindset is critical at this time and we have seen people are digging deep to help out! So work together and help your community, whether that is online or local.
Listen below!!
How to use social media to help your business during this time
Now is the time to look at your platforms and find the best way to communicate with your audience. You can use social media to connect and inspire. You can use social media to communicate and educate. What does that look like for your business?
Social media is the key platform for you to reach as many people as you can to keep them in the loop. Just make sure you are being ethical to help out those who need you! Communicate as soon as you can in a timely manner and remember, everything is changing so fast, but it is okay. Now it is the time to survive so we can thrive!
How to be ethical
Know your audience, care for your audience and being ethical will come naturally. Think with your head and heart and don’t just do things to make more money. Do things because it is the right thing to do. As I said, do not exploit people and give them an outlet to communicate with you and your business.
#Bekind. Do the right thing, you already know what this is!! If you don’t, I talk more about it in my podcast.
How you can be efficient during this time
These times are also good to evaluate and edit your marketing plans for post-crisis. Of course if your business is highly needed and too busy, this is different. But if you have a lot more spare time on your hands, it is a good way to look at your business from a marketing perspective.
The things you could look at include:
Search Engine Optimisation
Content Marketing
Social Media Strategy (aligns with content marketing strategy)
Marketing ads on social media and Google
Website content
Email marketing
A couple of my favourite marketing/business development podcasts that can help you include:
Brand Builders Lab - Suz Chadwick
Own your Hustle - Ruby Lee
What a quote!!
COVID-19 communication and marketing do's and don't
Do put out a statement on COVID-19 to update your audience on what they need to know
Don’t send it for the sake of it! Make sure it has relevance and is aligned to your business and what you are doing
Do be mindful of this sensitive issue and have those who have been impacted in mine before you be insensitive or try to make jokes
Don’t use this as a marketing opportunity to profit. Use it to give people what they need
Do tailor your message to the audience you are talking to
Don’t have a generic message for all your stakeholders
Do communicate tips with people on how they can act safely and educate with pieces that relate to your niche and will help others
Don’t give out misleading or wrong information - know the facts
How to handle a crisis in general
What if you have a crisis that not everyone is dealing with? Post COVID-19? Use these similar tips and of course the do’s and don’ts also apply. My tip to you is, be open with all your stakeholder whether they are clients or team members.
Be open and honest and use the channels you have to communicate as best you can. You have the resources, there is no excuse. Think outside the box to engage and connect with people during hard times.
How content + the 4 pillars can help
Of course content looks a lot different, you need to be smart. That is why a content strategy is important during this time!
Out of the content pillars, these are the three things you can focus on if you don't want to "sell" as such. ⠀
Educate ⠀
Engage ⠀
Fun⠀
To educate is to create content that will help people right now! Create blog posts, podcasts, videos and long form social posts, people have the time to read, watch and listen now! ⠀
Wanted to start adding more content to you strategy? Now is the time! ⠀
To engage is to connect. Create virtual meet ups, create chat groups, get talking with people! Your business can be a group for people to come together! Wanted to start the FB group? Now is the time! ⠀
To show the fun side of your business is to share! Share what you are doing, give insight! It is a hard time so show people what you are doing! ⠀
Now is the time to be showing up and supporting the people who need you! What you do now will set the scene for your business! Like I said, it is a pivot! ⠀
The content you will use and the channels don’t have to change, if anything you will add more to communicate your message further.
How am I handling this?
For me right now, yes I have lost some clients but I am more concerned about them than my own business. I feel for them everyday.
Right now, the plans I had for my business has changed, but in a good way. I had my event in Melbourne that I had to cancel, but now I will host it online in April (more details to follow). You can see more here (the page might not be updated but you get the idea).
Now I am going to open up my teaching space on content marketing and marketing, which was always in my plans, I just have more time to execute it and I want to help those who are looking to start an online business or who need to take their business online now because of COVID-19.
Like I said, we just pivot. My 2020 has changed in terms of being a digital nomad and all that jazz, but everyone else’s has changed and most people are so much worse than me. So I am counting my lucky stars I am here. There is plenty of time to travel.
Business examples - who is doing it well?
There are so many businesses doing amazing things, so I just want to mention a few I have noticed!
The Space - is a co-working space in Melbourne! They started a Facebook group to help support people and have created virtual work drinks (which I LOVE)
Ruby Lee - a business coach is offering a program to help people start a side hustle (good time to do it) and it is so cheap!! She also has done many live videos for people to connect and talk.
Money mindset coach Lily Hii is going live most days for Australians to educate them on how they can get help from the government.
These are JUST a few of SO many!! But all are connecting and offering support, a place for people to go to for help!
Some are even being super creative, WHO are using tiktok to deliver their message around social distancing and hand washing! Have you seen any good ones? Share them!
Final thoughts
To say this is a challenging time is an UNDERSTATEMENT! But at the end of the day, we just have to do what we can to support each other, to be kind and to guide those who need guidance.
For some businesses it is offering products and services, for others it is just engaging and educating at this time so when things are back you can go full steam ahead!
If you are a business still open, still sell! You need to still make money as well. People know this! But of course, don’t take advantage of people and let’s just create safe spaces for people!
“Be a content queen (or king) and remember developing your content develops your business”
Additional Reading:
https://www.adroll.com/blog/marketing/covid-19-messaging-dos-and-donts
Additional Resources:
CONTENT STRATEGY AND 4 PILLARS