16 Sep Planning For Your Business: Communication and Marketing
Now lockdown is easing in the UK, there has been a lot of talk around market recovery.
But the pandemic has brought traditional methods of marketing to a halt – events have been cancelled or have gone digital, and LinkedIn is now even more of a sea of noise than before.
2020 is one of the hardest times businesses will face. However, done right, it could be one of the most rewarding. After all, behind every crisis is opportunity. And COVID-19 is a crisis like we’ve never faced before.
So, what can you do to communicate your way through the aftermath of the pandemic?
The pre-COVID rules don’t apply anymore. You need to evolve with your customers, a lot has changed over the past few months.
That social media campaign, newsletter, or future blog article may need to be put on hold. It is essential to constantly review what you have planned over the next few weeks and months to see if it’s still appropriate to current customer sentiment.
More than likely, the environment that customers will experience your content will change. For example, some companies are already reevaluating their previous aversion to “work from home” employee policies for when things calm down. There is an appetite for meaningful change in the wake of the pandemic, and you don’t want to be on the wrong side of that.
During a recent webinar, Jo Evans Chair of Ely Chamber of Commerce explained that “there is a sense of anxiety out there. Everyone is feeling nervous. Reassure and because a lot of businesses are moving online, there’s the need to make those interactions more personal as that is going to be missing”
To compound that, now is not the time to make opportunistic marketing decisions, such as a price increase, that customers will judge you on. You need to use customer feedback and social media channels to gauge sentiment, to ensure you don’t put your foot in your mouth with upcoming messages and actions.
Ultimately, marketing is driven by human interactions and stories and you need to contextualise why your message still matters in the current environment. What worked in January, won’t work today, and it probably won’t work next January.
Hear more about how you can plan for your business post-COVID from Hayley Murfitt, Gary Frear, Jo Evans and Jeremy Reeve on our latest webinar: