3 Ways to Strengthen Your Brand During a Crisis
Now is the time to strengthen your brand. Regardless of the size of your company and industry you work in, everyone is being effected by Covid-19.
To maintain sales growth, you need to communicate effectively with your customers. That means providing them accurate information and, of course, reassuring them that you and your employees are doing everything possible to continue providing excellent service.
Is Your Brand Prepared to Weather a Storm?
That said, every business at some point is likely to be challenged by a crisis of some sort. For most businesses, the question isn’t whether a crisis will occur, but rather whether they’re prepared to manage it when it happens.
And because the coronavirus pandemic has required your customers (and employees) to remain in their homes for the duration, it presents a special challenge. The question, then, is whether there are effective ways to continue communicating and marketing your business through this crisis.
Are There Communication Strategies that Enable Growth in a Crisis?
Every business is different, of course, with different customers, different goals and different marketing challenges. That said, every business will need to find a way to continue engaging both its customers and its employees until the country regains something like normalcy.
Here, then, are 3 effective communications strategies to help your business manage the crisis.
1. Leverage the Power of Video
There’s no substitute for face-to-face meetings to stay in touch with and engage clients and prospective clients—but video is unequivocally the most powerful way to maintain robust communications when in-person meetings aren’t possible. For one thing, video enables an emotional, authentic connection other forms of content can’t. It’s one of the reasons marketers who use video grow revenues almost 50% faster than those who don’t.
For another, video is an extremely versatile (and inexpensive) format. You can use it to host webinars, live stream on social media, or occasionally check in with clients using Zoom or a similar video conferencing platform.
Finally, if you’re not already doing so, you should consider embedding videos in your sales emails. The reason emails with embedded videos have click-through rates 65% higher than those that don’t is that they’re more immediate, compelling and engaging than emails alone. The bottom line is that using video is arguably the best way to stay connected with clients when you can’t see them in person.
2. Show Clients You Care
Your clients want to know that your business cares about people as much as it does profits. According to Forbes, for example, almost 90% of consumers are willing to buy products and services “based on a company’s advocacy concerning a social matter.”
And, in a time of unprecedented consumer concern and anxiety, you can demonstrate that your business cares by finding ways to give back to your community. Of course, you can’t donate $100 million to fight the outbreak the way Bill Gates has. But you can leverage some part of the resources you have to make life a little easier for the people who’ve helped build your business. That could be anything from relaxing your late payment policies to explaining how your business will handle service calls in the safest manner possible.
3. Be There for Your Employees
Your employees are arguably your greatest asset—which means you need to show them you have their backs in challenging times. Under the best of circumstances (this according to Gallup), only 34% of American workers are “engaged” in their jobs. Obviously, the challenge to maintain engagement among your employees increases exponentially when they’re no longer showing up for work every morning.
Use this opportunity to show your employees that you’re concerned about their welfare, and that of their families. Little things like checking in with them regularly, providing timely information, hosting virtual happy hours and sending the lunch using Door Dash or some other service will go a long way to showing them how much you care about them.
The Quick Advice
Times of increased stress and anxiety tend to bring out either the best or the worst in people—and in businesses. The Covid-19 pandemic represents one of the greatest challenges your business will ever face, but it can also be among the greatest opportunities. You can meet the challenge by using the resources you have to show your clients and employees that your business is one of the best.
We at Reap and Sow Marketing send our thoughts and prayers to everyone struggling to overcome this pandemic. If there is anything our team can do to help you, please reach out to us today.