The COVID-19 Pandemic has blindsided many businesses and with very good reason. Amidst the chaos and uncertainty, only the nimble and flexible may survive.
There are three approaches that could help businesses respond or pivot in the current COVID-19 climate.
1. Launching a new service to respond to the changing environment e.g. online shopping, delivery
With most of the population staying at home it is important, wherever possible, for businesses to adjust their offerings to help their customers engage with their brand and products from home. This means making purchasing online or over the phone, a simple and convenient process and home delivery not only readily available and affordable, but contact-free.
2. Using social media to increase engagement and build a strong online brand community while your business is in hibernation
Now is the time to ramp up your social media activities to help and entertain customers while they are stuck at home. Creating helpful content to show customers how they can get by at home until they can use your products again, is one of the best ways to strengthen customer relations.
In fact, in a survey of 12000 people, the Edelman Trust Barometer Special Report found that, “84% of respondents said they want brand advertising to focus on how brands help people cope with pandemic-related life challenges.”
Depending on your business, helpful content could be recipes coming from a cafe or restaurant, home workouts from a gym, home treatments from a beauty therapist. Of course it needs to be relevant and appropriate for your business.
Other forms of engaging content could be competitions where customers have to share video of them performing a particular task (e.g. a workout, the results of a recipe etc).
Customers will be grateful that you provided a fun and useful experience for them while they have been stuck at home.
3. Plan your relaunch ready for when the current COVID-19 restrictions ease
It is challenging to know what is around the corner. However, it is recommended to create a relaunch strategy ready for when the restrictions are finished.
The COVID-19 Pandemic has demonstrated that change can occur quickly. Just as promptly as businesses were closed, restrictions may end just as quickly once we’re safely on the other side.
Be ready. Be agile.
Create a marketing communication strategy and have it ready to go as soon as the Government gives the green light.
Below is some further advice from my Social Media for Business segment on Ticker.
I hope you find it useful.
Please share your thoughts in the comments below and let me know if you need any help with any of the approaches covered in this post.
I wish you all the best. Please stay safe and well.