COVID-19 has taken a toll on many people across the globe in more ways than one. Uncertainty and anxiety are all around us — and your customers may be feeling the same way.
Exercising transparency and compassion is now more important than ever. Here’s how you can practice that for your customers amid the global health crisis.
Respond to changes in your target market
With social distancing measures in place, people need to follow preventive measures – like staying at home and avoiding crowded places.
If you can, implement changes on how you deliver your products and services.
This way, you continue to serve your customers while ensuring their safety and the safety of your employees.
- If you own a restaurant, consider offering takeout and delivery services.
- Consultancy services may conduct sessions using teleconferencing tools.
- Educational institutions should take advantage of webinars and live streaming tools to deliver their lessons online.
- For ecommerce businesses, encourage cashless transactions to limit cash handling.
- Brick-and-mortar stores may shift to ecommerce and sell their products online.
Further assist customers by offering discounts, coupons, extensions on payment deadlines, and the like. Of course, this strategy won’t apply to every business but leveraging it can boost your brand’s trust and credibility.
Make sure to update your customers of these changes through email, social media, or your website.
Be a smart — and socially responsible — entrepreneur
Naturally, a business’s goal is to earn profit. But as we adjust to this new “normal”, assisting your customers should be a priority as well.
Think of any COVID-19-related problems right now and how your business can solve it.
Let’s say you’re a yoga business. You may address the emotional stress of staying indoors for long periods of time. Talk about the benefits of meditation in improving mental well-being.
From there, offer virtual yoga lessons to your customers.
You’ll notice some businesses that take advantage of crises and emergencies to earn more money. But consumers are more perceptive now of deceitful sales tactics — and they don’t appreciate them at all.
There’s a line between solving a problem and doing something for a quick buck. In times of crisis, it’s best to be the former.
Provide valuable information
The spread of COVID-19 has also caused an infodemic.
All our social media feeds are saturated with so much information — good and bad. How do you cut through the noise?
Think of what would be relevant and helpful to your target audience right now, especially in the current situation.
Here are some examples:
- Deliver COVID-19 updates and its effects in your locale
- Share what your business is doing to handle the pandemic
- Start lighthearted discussions to boost morale
Take time also to go through your current and upcoming marketing plans, content, and promotions. Assess what needs to be revised and update accordingly.
Remember these crucial tips when crafting and delivering your content:
1) Use the appropriate tone
While it’s important to be consistent with your brand voice, it’s also essential to be sensitive to what’s happening around.
If your brand voice leans to casual and fun, you may need to adapt a more serious tone when crafting COVID-19-related content. Focus on expressing emotional support and being humane. Let your customers feel you’re there for them.
2) Be clear
In this time of uncertainty, mixed messages clutter our media spaces. Be a source of clarity for your customers by communicating your messages to the point. What’s the purpose of your content? What do you want your customers to know?
Start with your email subject lines and article headlines, then follow through the rest of the content. Omit anything that doesn’t support the message you want to deliver.
3) Be transparent
Customers are more cautious now when it comes to hygiene and safety. For those particularly in manufacturing, logistics, hospitality, and food services, be transparent with the hygiene and safety practices you’ve implemented to prevent exposure and contamination.
Are your products in clean, airtight packaging? Are you enforcing social distancing in your headquarters? Are you providing your employees with protection gear and disinfecting products?
Show — don’t tell.
4) Be timely
Providing timely updates also helps quell uncertainty amid the pandemic. Your customers will have many questions — and will appreciate quick answers.
For example, if you have changed your store hours temporarily or will be offering limited products and services, let your customers know immediately.
Make use of your website, email, and social media channels to deliver information swiftly.
We’re all in this together
In the end, all these guidelines revolve around one practice — empathy. Keep your customers’ needs in mind, find ways to offer your support, and bring out the humanity in your brand amid the crisis.
Learn more about maintaining your business during emergencies through these helpful guides.
