It’s critical to keep your brand alive during disruption or a period of turmoil by letting people know that your company is still operating. If your business faces challenges by events such as the COVID-19 epidemic, property damage, or even financial constraints, it may be tempting to go dark until the problem is resolved. However, if you can find time to invest in strengthening your brand, it can pay dividends when business return to normal.
Create a strong digital presence
While most people nowadays recognize the importance of having a digital presence, there are instances when enterprises can’t conduct business face to face, making it more important than ever. It could mean finally setting up your company’s social media profiles, or re-evaluating your current digital marketing tool mix. It could even be time to embrace new platforms. Social media may aid in the development of a sense of shared ownership in your business, as well as the expansion of your client base and the nurturing of existing consumer loyalty. While you are not in front of customers, digital channels provide the ideal way to provide updates about your products/services and keep your company top of mind.
Create relevant content
Build your brand by posting a mix of original and complementary material that supports your brand and allows followers to learn more about your company and its values. For example, a fruit and vegetable business can share images of your delicious fresh produce, as well as recipes for quick family meals and special delights, if you own . Include a call to action, such as a link to online ordering or hours of operation. Remember to communicate with others in a way that demonstrates your humanity or sense of humor – “We understand that getting kids to eat their greens can be difficult, so try these hints and tips.”
Consider providing service differently
Developing an online following might mean offering different ways for your community to engage with your brand. For example, a small fitness center could offer online workouts, a Facebook group where customers can share their goals and challenges, and an Instagram account to post short messages of encouragement. Offering services in a different way not only helps you keep your business going during times of disruption but may help you win new customers.
Encourage user generation
Getting customers involved in content creation can assist to strengthen the brand and foster a feeling of community. Customers will feel like they belong if they contribute, and they will become champions for your company, even if they can’t interact with you in the typical ways. User-generated content is a powerful endorsement of your company that equals word-of-mouth recommendations.
Remain connected to your customers
Staying visible to your customers during a disruption will make it easier for your business to bounce back once things return to normal. Whether it’s simply sharing more information about your products or services, providing your offering in a new way online, or gaining word of mouth recommendations its important to remain connected. Now is not the time to abandon prior or potential customers; stay in touch and you’ll be top of mind when they’re ready to begin purchasing again.
