In a world where everyone has gone indoors, having an online presence is crucial.
We are fortunate enough to be in a digital age, where online communication is one of the most powerful and accessible tools, and it is more important than ever that businesses have a strong online presence, which might mean its time to be refocusing communications strategies.
In this blog, we’re sharing some advice on how brands can adjust and refocus communications strategies during these times.
Going back to basics
Start by reviewing your current communications strategy. Is your business communicating as effectively as it could be? Does your output reflect your brand’s strategy and core values?
During these challenging times, communicating brand identity and values remains at the forefront. Use a range of communications tactics such as press, social media platforms, email and SEO to continue engagement with your target audiences.
Pause for a moment and put yourself in the customer’s shoes – think about what they might need right now rather than what the business needs in terms of growth. Do you have engaging and relevant content? Evergreen content such as blog posts and positive company stories are especially useful as they can be re-worked to suit each platform.
Focus on the digital to maintain visibility
Current events have created a new challenge for business owners that forces them to think of communications strategies outside of traditional channels.
Businesses must now lean towards digital efforts to ensure consistent and timely communication with audiences. Maintaining visibility during this time is essential for long term profitability and continued investment.
Out of sight means out of mind – keep in touch with your audiences or risk losing them. Frequently post on social media platforms to remind your audience that your business is still in the picture.
Audiences may be watching the pennies right now but they are still spending money. They want to purchase the right products from businesses they can trust. Send out personalised, contextualised and targeted messages digitally to existing customers who want to hear your news.
It is important during this pandemic to be mindful of the way your business is communicating with stakeholders. Keep communication relevant and timely and avoid overwhelming them with messages. There is an abundance of information around right now and it can be a lot for consumers to digest – try illustrating brand values with imagery and infographics.
Keep consumer engagement alive with positive communications, such as stories of hope and community.
Develop a crisis communications strategy
Increased transparency is important when crafting a crisis communications strategy. Look below the managing director to connect with customers more when reaching out to them. Be empathetic, not everyone will relate to receiving a COVID-19 statement from a managing director that they have never heard of, try directing the message from the customer service manager instead.
Personalise the COVID-19 statement – avoid corporate talk and being too negative. Instead, focus on the wellbeing of others and bring a personal, positive approach to crisis messaging. Consumers do not want to hear about how the pandemic is affecting your finances, talk about how the staff will be affected.
Refrain from neglecting your staff, it is more important than ever to keep a constant communication channel open with them. Set up a virtual quiz or a virtual pub on Fridays to keep everyone in touch whilst working from home.
With an ever-changing digital climate – communicating and engaging with your shareholders and audience can remain undisrupted as long as you have a solid communications strategy in place.
If you’d like to discuss how we can help you with refocusing communications strategies, get in touch with the team today on 0115 998 3048 or email [email protected].