If you don’t already have a Covid-19 marketing plan, then it’s time to create one. Coronavirus doesn’t look like it’s going anywhere anytime soon, so your clients will want to see what you’re doing to mitigate the risks.
To make sure you’ve covered all the bases, make sure your Covid-19 marketing plan covers the following elements:
Social media channels
This is often one of the first places your clients will go to check out how you’re responding to Covid-19. Social media audiences expect to see information updated in near-real-time so this is the first place I’d recommend sharing your updates. The fast-paced nature of these communication channels is both a blessing and a curse – saying nothing at all is probably the worst approach. Even if you’re not sure what to say, an acknowledgement that you’re aware of changes to guidance and an indication that plans are in the works is still worth sharing to stay relevant and instil confidence.
The other digital area to update as quickly as possible is your website. This is your shop front online and it’s vital the information on here is up-to-date. There are various approaches to updating your clients and customers and all are fine as long as you have a clear signpost to the information on your homepage. Consider using:
- FAQ pages
If you use email marketing to reach your clients and customers then your Covid-19 marketing plan needs to include this element. At the start of the coronavirus crisis, many brands sent out emails solely dedicated to this topic. I’d recommend sending out a dedicated email relating to any significant changes to your industry as and when they happen. Otherwise, it’s worth keeping a short Covid-19 update section in your regular emails to reassure your readers for the time being. This can direct them to the more comprehensive information you’ve already added to your website.
There’s currently discussion in the marketing sphere about whether we should be moving away from printed materials altogether due to the possibility of Covid-19 transmission by paper and packaging. However, let’s assume you’re still producing printed flyers to promote your business. Make sure you update your information to demonstrate you’re on top of changes in your industry and to share what that means for your clients.
If you have employees then don’t neglect your internal comms. It’s important to your business to focus on external communications but at the same time, it’s good practice to share your plans and updates with everyone who works for your business. Good internal communication will mean your employees are happier, feel like they’re in the loop and will therefore be more productive.
By taking some time out to think about these elements, you can make sure you’re as transparent as possible with your clients and customers. The market is only going to continue getting more competitive over the next few months as we enter another recession, so plan on giving yourself the best chance of success by building trust.