Companies and all employees now learn to adapt because they are faced with a new working environment that was modified by the current coronavirus pandemic. There is no business in the world that was fully prepared for what happened. Literally, everyone is struggling in one way or another. This is why it is so important to change your communication strategy and adapt it to the new reality.
Unfortunately, there is no blueprint that can be used for such a situation. However, the fundamentals of crisis management fully apply to what is happening right now. With this in mind, here are some things to be aware of that will allow you to better communicate with customers during COVID-19.
Respect Your Mission Statement First
The mission statement defines the guiding principles of the business. When a crisis appears, the mission of the company and the core values need to inform what and how to communicate with customers. Basically, the values of the company inform you about what you should communicate with your customers during any crisis event.
Do not make the mistake of promoting and marketing your business as you always did. Prioritize the need of customers and put your bottom line last since this makes everything look like you take advantage of the situation.
Use A Correct Tone Of Voice
The tone of all the communications you are responsible for has to adapt to the brand and the company voice. At the same time, it has to fit the exact context of the conversation. When the voice of the brand is casual, taking on a serious tone whenever referring to COVID-19 is a very good idea. You do not have to entirely change the brand voice used. You just have to adapt it so that it matches the subject.
We are faced with a global crisis and people that are dying. That is why you have to show compassion. The brand needs to express humaneness and emotional support. The tone has to be calm and the one thing that needs to stand out is authenticity.
Be Very Clear
Now is not the time for complex messages. This is particularly true when referring to messages that relate to COVID-19, the coronavirus, and similar topics. Video marketing, for instance, tends to be very complex and messages can be difficult to ascertain. With anything that is related to tricky subjects, you need to cut through all the noise. You have to have messages that are to-the-point and clear as this is how you resonate with the customers that keep receiving mixed messages from everyone.
As an example, when the goal is to let everyone know what your business does during COVID-19, talk about exactly this topic and tell your customers what they have to do. Direct people towards appropriate resources and always use clear messages.
Customers are very concerned with safety and hygiene. This is why restaurants moved away from brick and mortar work and started to offer takeout and delivery services. Brands have to be very transparent in regards to all the hygiene and safety practices that are in place.
As an example, if you deliver something to your clients, is the packaging airtight? If so, this is something that you have to communicate, just like the opposite. When you have some extra services offered that increase safety for the customers, highlight it! This shows that customers are important to you.
The coronavirus pandemic affects everything we do, from search marketing campaigns to determining the sale price. However, what is very important is how we communicate with customers. This should be a priority and you need to always adapt every single message you send out as a brand.