Our world is going through a very trying time right now. Our hearts go out to each and every person out there dealing with COVID-19 and its repercussions.
Please know that while our team is working from home to do our part to help mitigate the spread, our availability and service to our customers remains the same. We’re here for you to help with anything regarding our product; all you have to do is send an email to [email protected] or call.
We realize there are a lot of businesses out there who, like us, are finding themselves in uncharted territory right now. We want to help by offering you some tips for communicating with customers and prospects during this time.
1. Be Transparent
Create transparent content that acknowledges the outbreak. Include any specific details about what your company is doing to prepare and maintain support for your customers. We recommend creating a blog post and sharing updates on social media to reach and inform your followers as well. It’s also smart to send out an email to your customers, so they know exactly what to expect from you and your services during this time. Take Flywheel’s email for a great example on how to inform your customers during this time:
However, don’t create content just for the sake of acknowledging the outbreak and only because you see other brands doing so. If you don’t have anything compelling or essential to share with your customers about how your company is changing or reacting to the virus, don’t inundate your prospects with an email. Trust me; they’re getting enough emails from other businesses right now, so only create an email if it’s necessary. Otherwise, a blog post and social posts will do
2. Segment Your Messaging
Each region of the world is experiencing a different reality of the virus, so be mindful of that. Use your marketing automation software to easily segment your lists based on region so you can better personalize your outreach. Consider the situation your contacts are in so that you can reach each segment of your list with the appropriate message.
3. Don’t Incite Fear
Tensions and anxieties are high. Don’t feed into them by using language that creates more fear in your audience. Instead, remind them that we’re all in this together.
Take Milk and Honey, for example.
Their email doesn’t lead with something that would cause readers to get agitated or fearful.It uses calm language, indicating that yes, this is a cautious time, but that they will be making decisions based on the health and well-being of their employees, clients, and community.
4. Communicate Any Changes in Hours of Operation
If you’re a B2C business or a storefront, you may be faced with changing your business hours or closing altogether for the time being. Peoples’ health, including your own, is the most important thing right now. The last thing you want to do is continue to encourage interaction when that is what isn’t being advised. If temporarily closing your doors is something you need to do, then definitely alert your customers, so they’re completely in the know.
Since this means foot traffic will be reduced (or eliminated), offer some special promos for those who shop online. This will help you continue making revenue while your doors are closed. Use email marketing to stay top-of-mind with customers who would normally do business with you in person.
It can be scary to close down shop without knowing exactly when you may open again, but by building your online storefront and communicating frequently, you can help lessen the blow.
5. Evaluate Your Ad Spend
If you’re worried about spending money when not as much is coming in, look at your ad spend and make adjustments. With “social distancing,” the economy is going to feel the results. Spend will go down, which means your spending may have to go down as well. Don’t be afraid to look at your budgets and make the necessary cuts.
With that said, keep in mind that if you nix your ad spend temporarily, it could dry up your lead flow. This can affect success when it comes time to operate as usual and lead to a big game of catch-up.
Be safe out there, everyone. And make sure you look out for one another.
Your team at Benchmark