We’ve never seen anything like this before. Everything we once knew has changed. From how we work to how we shop to how we interact with our loved ones, covid-19 has changed how we approach our normal lives. This is why we want to talk to you about comms in a crisis.
What does that mean for businesses? Now is not the time to stop your comms and marketing work. In fact, I’d argue that comms and marketing are more essential than they ever have been. Getting your messages and stories out to your customers right now can make more of an impact than ever. The companies that are transparent in their workings are gaining attention, from a one-person business to one with thousands, a lesson is being learned fast: tell people what’s going on with your business.
Should I cut marketing and comms budgets?
Companies that cut marketing and comms budgets will see their brand awareness and customer engagement drop just as online presence increases. Data from Openreach on 1st April 2020 showed that data consumption has almost doubled in just three weeks as people work from home. Expectations are that while traffic will drop after lockdown, it will return to higher levels of data consumption than before.
Engaging with your audience during this time, providing them information, supporting them with content as we go on this unknown journey will resonate and will be remembered. Disappearing and leaving them in silence will also be remembered. Be sensitive to what your customers need and might sure you supply it.
Five things to do with comms when in a crisis
- Define your position. Decide what the next steps are for your business right now. This may change as more advice and direction comes from the government, and your business needs to be seen responding to this.
- Be clear in your communications. This means your audience absolutely understands your positioning and your messages – there’s no room for confusion with so much noise everywhere. Use snackable content like banners, gifs and short videos to get your messages across. They’re shareable too. Aldi is a brand that totally gets this and communicates clearly what they are doing.
- Increase your brand presence online. Right now, people are spending more time than ever online. Your audience is there, waiting online to consume your content, so ramp up your social media output, get your website copy optimised and push out regular blog posts. Don’t forget to think outside the box like the National Cowboy Museum did, and see how their engagements soared.
- Let the face of the brand speak. Creating trust signals is so important when the world feels off-kilter and having a human talk about the company and next steps will help. Humanising a company means there isn’t
- Timing. Provide the right information at the right time and in the right place. Speak to your customers when you know they’re online and receptive to what you have to say.
To find out how you can stay on top of comms in times of crisis, talk to us firstname.lastname@example.org