How to Connect With Your Audience in Times of Crisis
Estimated reading time: 7 minutes
As we write this blog, it’s mid-April and our new collective reality is starting to sink in and feel more familiar. COVID-19 has changed our lives in ways we may never have anticipated. It feels that many of us are fluctuating daily (or hourly, or momentarily) between hope and anxiety, relief and despair.
In times when many people are fearing for their livelihoods, it may seem impossible to focus on your organization’s marketing efforts. You might feel that no one is even listening – that you’re shouting into an empty room. You might decide it’s best to retreat and lay low for a while, out of exhaustion or financial hurdles, or for any number of very legitimate, understandable reasons. And yet, from what we have observed, the businesses that tend to succeed in times of crisis are the ones whose leaders accept new facts quickly, stick around, thoughtfully shift their messaging, identify and seize new opportunities, and demonstrate the ways in which they support their communities.
In this post, we’ll walk you through how to tackle each of these key steps, one at a time.
ACCEPT NEW FACTS QUICKLY
There are some realities that are so frightening to imagine, it’s easier to pretend they don’t exist. While it’s important to not overexpose ourselves to an anxiety-inducing endless news cycle, it is important to be informed. During times of crisis, listen carefully to credible experts and accept new facts through the lens of possibility.
Depending on whether the crisis is global, specific to your business, or something in your personal life, those experts may be public health officials, your lawyer, your financial advisor, your doctor, your therapist, your marketing expert, or whomever has the credentials and experience to speak knowledgeably about the topic at hand. The less time we waste worrying about how we wish things were, the more time we have to prepare for what’s coming.
STICK AROUND
In uncertain times, the worst thing you can do is disappear. Your followers have engaged with you because they feel a connection with your brand and they want to stay informed about what you’re doing. If you’ve built a strong following with your audience, many of them will want to help you during tough times.
If you’re shifting gears and doing something different, tell your audience! If you’re uncertain about the path forward, be vulnerable and honest. Share your thoughts and ask your followers for their input. Tell them what you’re doing to help the community (more on that below!) and share ways that your followers who have the means can help your business and your employees through difficult times. Regardless of how you’re shifting your business model (or not), radio silence isn’t a great look during a crisis.
THOUGHTFULLY SHIFT YOUR MESSAGING
Many businesses use social media planning tools to manage their content calendars. Typically, this is a smart move that helps you save time while also allowing you to be more intentional about your posting. The catch is that you can’t just “set it and forget it.” You must pay attention to your scheduled posts and be prepared to adapt them if needed. When unexpected major global events happen, your scheduled posts may suddenly come across as clueless or even offensive. Take care with your messaging, and make updates as appropriate.
Furthermore, it’s critical to have your brand voice and tone in place ahead of crisis communications. Does your brand represent a lighthearted break from anxiety? A quippy voice of reason? A raging powerhouse of action and advocacy? If you’re not sure, now is a time to look inward as well as outward and clearly define your brand standards. (Related: What’s a Brand Standards Guide and Why Do I Need One?)
IDENTIFY AND SEIZE NEW OPPORTUNITIES
Bell Street Burritos is an Atlanta-based restaurant that identified a need early on in the pandemic and quickly stepped in to provide a helpful solution. They, and many other restaurants, are now offering “market” products (think toilet paper, eggs, veggies, rice) alongside regular menu offerings. Bell Street launched its no-contact curbside service on March 13 with an email showing step-by-step screenshots of how to use their new online ordering tool, plus a $5 coupon.
In subsequent emails and social posts, they shared info and photos about enhanced sanitizing practices, offered clear ways to support (buy a gift card, purchase swag, order food to-go), and shared a promo code for a free roll of toilet paper for orders of $20+! They also launched family-style “heat and serve” meals. Their emails are frequent enough to keep the restaurant top-of-mind (2-3 times per week) but funny and informative enough to not be irritating.
Even in times of physical distancing during a pandemic, demand still exists for many products and services. Think creatively about what your business can offer – and remember, in unprecedented times, it’s okay to do unprecedented things. (Note, we have no affiliation with Bell Street, we just really love their burritos and their creative messaging!)
SUPPORT YOUR COMMUNITY
Showing support for your community is a great marketing move, but more importantly, it’s something we should all be doing in good times and bad. If you are in a stable financial position with minimal worries about feeding, housing, and caring for yourself and your family, then you are in a position to financially support others in need. Pro tip: coordinate with your tax advisor to learn more about possible tax advantages of your charitable giving!
We encourage businesses of all sizes to find ways to support your community. Here are a few of our favorites:
- Cash is queen! Make a monetary donation toward a cause you care about.
- Donate essential items to nonprofit organizations. Pick your favorite and ask them what they need – they’ll tell you!
- Donate your time or services to those in need, or plan a volunteer day with your team!
- Join a nonprofit board of directors and bring your leadership skills to the table
- Sponsor a community event or festival
- Review your vendor list and shift toward purchasing from local vendors and makers