The COVID-19 pandemic has now reached America in full force. Our way of life and way of doing business have been changed, and it is likely to be that way for a long time. The coronavirus outbreak presents unprecedented challenges for small business owners, particularly those with new and growing businesses. One question that has come up is how do I keep my business name and brand relevant during these challenging times.
The truth is, some businesses will suffer staggering losses as a result of this unplanned, unforeseen outbreak. This will cause them to cease operations. Others will struggle for a time and overcome. Some may even grow as they see increased demand or need. All businesses will undoubtedly be affected.
I’ve developed the following thoughts about how to position your brand as we move into this period of uncharted waters. I believe mindset is very important. It is always the case that with respect to your business, you are a problem solver and solutions provider. The pandemic unquestionably presents a number of challenges and it is easy to see only problems. While everyone is seeing obstacles, I encourage you to see opportunities.
PROACTIVITY: Clear, Customer-oriented Communication
Be proactive in outreach to your customers, partners, suppliers, vendors and community connections. I’m certain that you, like myself, have probably gotten dozens of emails over the past several days from various organizations that detail their COVID-19 responses. At first, this seemed like overkill, but as time has gone on and the outbreak has progressed, I’m no longer annoyed– I’m appreciative of the proactive response from these companies. Interestingly enough, at this point, the organizations that didn’t send any communications to me stand out more than those who did, but not in a positive way.
You may think, why is this necessary? Consumers appreciate a proactive brand. A study by inContact found that consumers were generally positive with proactive service. In fact, 87% of adults surveyed are happy to be contacted proactively by companies regarding customer service issues.This is certainly heightened in times of confusion and disruption of normalcy. While it’s true that your response is not to a crisis of your own creation (such as a high-profile customer service/experience faux pas), the virus is very much a crisis that is front-and-center on the minds of your customers. You have an opportunity to craft empathetic, personal, optimistic messaging that communicates that you are aware and available to assist. A reasonable, reassuring brand voice will help communicate empathy and clarity in a time where people are receiving directives and lots of (mis)information. Educate, encourage and empower your customers.
PRESENCE: Strengthen Your Digital Brand
As we are warned to practice “social distancing” and eliminate many of the in-person events and engagements we have taken for granted, there is an opportunity to invest more time and resources into your digital brand presence. Re-allocate some of the time and resources that used to be put into events and transition them to bolstering your digital brand. If we think of brand in terms of experience, this means ensuring that as people encounter your brand in a digital setting, they get a consistent, professional and positive experience every time.
What are some ways to do that? Spend extra time and energy improving your website and social media presence. Develop and deploy timely, relevant content that is easy to digest and share. Ensure that your site is well-positioned from a search standpoint to rank reasonably well in searches relevant to your product or service. Leverage your expert knowledge of your industry by writing and sharing instructive, insightful content (social posts, blogs, articles etc.) that answers real questions you’ve encountered from your customers. Give users clear calls to action for the steps you want them to take as they engage with you and provide multiple ways for interested parties to quickly and easily connect with you.
A major part of your brand is your reputation. Another way that you can do this is by bolstering your digital reputation by leveraging references and testimonials. Take time to request these powerful impact statements from your customers and clients as they will go a long way toward strengthening your digital presence. Write powerful case studies, that don’t just tell, but also show your work and its positive impact on clients. Studies show that a majority of people are influenced by peer marketing. In fact, a Nielsen study from a few years ago found that 82% of Americans seek recommendations from friends and family members when considering a purchase. In addition, 67% say they’re at least a little more likely to purchase a product after a friend or family member shared it via social media or email.
These are just a couple of ways that you can keep you business brand viable, visible and valuable in these days of mandatory closures, quarantines and market volatility. All the best to you and your business! Yes, the outbreak has created obstacles, but my hope for you is that it creates opportunities as well.
*Unfortunately, some businesses are being forced to shutter indefinitely and they may not ever re-open. If you are in a business that will not incur major damage to its method of operation, please consider how can you partner with or support a business in your community that will suffer greatly because of the changes required by our collective response to this virus outbreak.
