Rethink, Pivot, and Communicate:
7 Ways to Maintain Business and Get Dung Done During Coronavirus
There’s a good chance that your inbox is filled with coronavirus updates from businesses you forgot you were on the mailing list for. And while most contain valuable information, others seem like they are taking advantage of the situation. Your local framing company telling you that they are here for you during a global pandemic doesn’t really make sense. It’s important to stay in touch with your customers but to do so mindfully with information that truly matters is key.
Here are seven things your business can do to maintain web presence during coronavirus.
1. Update Business Information
Make sure you provide updated business hours to your Google My Business, Yelp, and Facebook profiles. There are special updates on Google My Business that specify whether your business is open at all, or open for curbside pickup or delivery.
Making this information easy to find is helpful, and being helpful is important right now.
2. Create a Landing Page or Alert Bar
Depending on your business, you may consider adding a landing page with information about how you are navigating work post coronavirus. The page can be linked to an alert bar on your homepage, as a pop-up notification, or as a blog post. If you have a set URL for your COVID-19 business update, you can easily share it via your social media handles. Plus, the content on the page can easily be updated as your business reacts to rapidly changing coronavirus news.
Make sure you are using valid websites if you are including coronavirus information like from the CDC or John Hopkins University. Furthermore, cities are setting up websites with updated local coronavirus statistics that you can link to.
3. Update FAQs
Imagine what kinds of questions your customers have regarding your brand. Now add those questions to your FAQ page. Not only will you be answering questions for your own audience but you will also be updating content on your website which Google loves. By keeping your site up-to-date and providing valuable information, your SEO efforts will be rewarded. But make sure you are actually giving users contextual information as Google can also penalize your site if you are taking advantage of COVID-19 keywords.
4. Revisit Advertisments
Now’s a good time to revisit Google Ads to make sure the language is current and mindful. For example, you may need to change the call to action to visit your business online rather than in person. You should also consider pausing campaigns that don’t make sense right now like for travel or events with some states’ stay-at-home orders.
5. Pivot Products
If your business has the capability to pivot production, this is a time to contribute. We all need to do our part during a crisis. Whether you make masks for the general public or actual health-grade personal protective equipment (PPE), your business can contribute to the greater good. Plus, your brand’s reputation will only benefit!
6. Give Back
Consider providing discounts for healthcare or essential workers like postal or grocery store employees. Giving back to your community is important right now, and again, it will give your company positive exposure. You can also give a percentage of sales or add a donate button to link to national organizations like Feeding America, Feed Our Heroes, or Restaurant Employee Relief Fund.
5. Pivot Products
The final, and potentially the most important, tip to maintain business during the current situation is to keep communication channels open. Updating your customers through email newsletters works but remember how we started this post — consumers are getting a lot of emails right now. There is such a thing as messaging fatigue! The best and most convenient way to keep your audience informed in real-time is through social media.
Consider holding a live conference or town hall meeting through Facebook or Instagram Live. That way, your followers can ask questions in real-time and feel more connected with your brand. But remember, ask yourself what makes the most sense for your business. Simply posting your business’s updated hours or closures may be enough. It’s all about perspective! Don’t just go through the motions without thinking about the effect.
You need to make sure you are looking at the world and the current landscape as a whole instead of through the lens of profit. We are living through extraordinary times right now and how your brand responds and reacts will be imperative in the long run.
This is not a time for a business to be opportunistic, but it is a time to revisit your brand goals and messaging. Whatever your business needs when it comes to digital marketing, we can help. Reach out to see what we can do to help you get dung done, as we rhinos like to say. And don’t worry, we won’t just say we are here for you in this time of need via email.
