Like most businesses today, you may be struggling with how to maintain your customers, what to make a priority, and where to focus your efforts. People are out of their normal routines and often feeling uneasy, with some continuing to stay home and others starting to venture back out. Communicating with customers and taking steps to make sure they feel confident in walking back into your store (or that they don’t forget you exist!) is imperative. We've put together a 3-step plan to help you navigate these hard times and allow you to determine what might be the best next steps for your business as we continue to adjust.
1. Examine the Data & Look for New Opportunities to Reach Consumers
An ongoing study conducted by Rival Technologies and Reach3 Insights found that 76% of consumers have recently picked up new habits, behaviors and routines in the wake of COVID-19. Of those people, 89% said they plan on keeping some of their new habits. Consumers are also trying new products, with 36% planning to continue using new brands they’ve tried after COVID-19.
- Andrew Reid, CEO of Rival Technologies
This calls for brands to examine what products or services consumers could benefit most from during this time, as well as how they can reach consumers who otherwise may not have been on their radar. This may include incorporating new digital or delivery options, or examining a market that was previously overlooked and could now be of major interest to your brand.
2. Communicate Openly & Empathetically
At this point our inbox is full of “COVID-19 Safety Procedure” emails. So how can brands communicate in an authentic way and manage to stand out? Two ways -
By putting a plan in place to help - whether it’s your employees, your customers, or your community, a lot of people are struggling and it’s important to acknowledge that. That can be tough if your message is not solution oriented. How can your company offer assistance in a sustainable way? There may even be something that’s specific to your business that you can do to stand out. Finding that cause and implementing a philanthropic strategy can positively position your brand image in customers minds, and give you something to communicate with them that feels more genuine.
Showing value to your customers without over-selling them. As we cautiously approach our “new normal”, customers are open to hearing from brands if the communication offers useful information. Whether that’s how you’re handling upcoming appointments with them, safety measures in store, discounts you’re offering, sale proceeds that benefit certain charities, or highlighting a product or service that may be more relevant now that we’re spending more time at home. You may have an opportunity to help ease your customers’ mind and contribute to their well being by offering guidance and assurances. Which is something we could all use a little more of right now!
3. Use Available Resources
Many social media platforms have implemented assistance you can apply for online. Here are a few worth looking into:
Facebook for Business is offering cash grants and ad credits for businesses struggling from the pandemic. Ad credits can go a long way in reaching new customers! You can apply here.
Instagram has a Resource Directory dedicated to helping businesses navigate the pandemic, with ways to increase your digital presence.
Google has put together a helpful guide you can walk through based on your business type and committed to $350M in Google ad credits for small businesses
Overall, your business will likely need to adapt and look for new opportunities and ways to communicate with customers during this time. This can be extremely difficult depending on your industry, but for some this could be an opportunity. Don’t be afraid to do something different or to utilize any financial resources available.