Among their other devastating ramifications, COVID-19 and its precautions have created an extraordinary level of uncertainty that can be felt in every business and every market on the planet. Few things make such a widespread impact, but when one hits, it really gets us thinking.
As businesses and organizations work to adapt to this new and fluid environment, a primary goal is staying in touch with their audiences, adjusting their messaging to resonate in the current climate and showing their concern and compassion.
They also have to rethink their messaging delivery channels, putting emphasis on what makes the most sense now and creating a foundation for business as usual once the pandemic ends. That pursuit, we believe, will require a strong emphasis on digital outreach.
1. Stay Relevant
When a situation presents itself, analyze it. Make sure you have a good understanding of what’s going on, how it affects your business and how it affects your audience. How will your social media presence showcase your interpretation of this event? How do you stay relevant? In the COVID-19 situation, healthcare is in the spotlight. To show your respect and appreciation for its front-line forces, create more content that addresses this industry. Stay up-to-date with events, such as Doctor’s Day, World Health Day and International Nurses Day. Frequently post shout-outs to healthcare workers, share inspiring stories or relevant news updates in your area. People seek clarity during times of confusion, so it’s important to stay authentic without adding to the irrelevant noise of poorly planned social campaigns.
2. Rev Up Your Video Content
Video should already be a big part of your social strategy. Once a content marketing trend, now it’s the norm. Social media platforms are investing in improving their video capabilities because video content means higher engagement and better customer retention. Today 81 percent of businesses use video as a marketing tool – some doing it better than others. To attract a larger audience and hold their attention, create live event videos, presentations, product demos, how-to videos, vlogs or webinars.
3. Be a Tactful and Reliable Source
It’s always like this when it comes to sensitive issues. Especially as a business, it can be difficult to find the sweet spot when talking about touchy topics. Always refrain from exaggerating or minimizing the situation. This is trouble waiting to happen. When it comes to COVID-19, only post reliable statistics and information and cite sources. And, of course, do nothing that can be seen as take advantage of the situation. Those companies who treat people the most fairly during a crisis will be their go-tos afterward.
4. Don’t be Afraid to Entertain
Now is a great time to think of creative ways to engage with your shut-in audience. Consider providing relief to their boredom and worry with content such as shoppable posts, quizzes or polls that your audience will want to repost and share, increasing brand awareness and keeping your product or service top of mind.
Working to be strategic during times such as these can prove a useful exercise with lasting benefits. It requires a deep look into processes and messaging, which, in good times, can become outdated or stale.
So, when planning, think of it as an opportunity for a fresh start once the worst is behind us. We’re all in this together, and we stand ready to help you however we can.