Tag Archive for: COVID-19

3 Post-Pandemic Marketing Strategies

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Even though the majority of the world is still in the thick of COVID-19, it is crucial to consider what the post-COVID world is going to mean for our customers, our businesses, and the way we go about advertising and marketing. The speed at which we are “going digital” has been fully accelerated during the pandemic and has given brand new or additional power to many online industries. This past year has introduced a lot of firsts for us as a society, for example being very reliant on Amazon or Zoom to simply get through the day. This means that as digital marketers, we want to make decisions that use this new reliance on technology to our advantage. Experts at Onimod Global have formulated 3 top strategies that you can put into place to market successfully in a post-pandemic world.

1. Move everything online

If you haven’t already, this is an absolute must for post-pandemic times. Now is the time to increase your online presence. You likely already have some of your business functions online, but the pandemic has shown us just how much more we can do online. For example, moving order opportunities and implementing automated emails could be a great first step to going digital.

A couple of ideas on what this might look like:

  • Hosting webinars to maintain current customer relationships and attract new customers.
  • Investing in a good customer relationship management (CRM) software.

No matter what industry you’re in, there is always a way to take your business online, and having those capabilities will help to set you apart from your competitors and stand out to potential customers.

2. Invest in social media ads

The ROI on PPC ads in many industries has skyrocketed as more and more people had to stay at home and focused heavily on social media. This is a good way to remind people that your business is alive and well and that you aim to be a very significant part of the ‘new normal’.

If you have a strict marketing budget, a great place to start would be Facebook ads. Facebook ads in are quite affordable by PPC compared to other social media advertising—even for local businesses—and can help you showcase any changes you have made to your business or any COVID-19-exclusive discounts or promotions you might be offering.

With Facebook’s granular audience targeting capabilities, you can reach customers on a variety of different demographics. They can be based on gender, location, hobbies and interest, marital status, profession, and the list goes on.

3. Focus in on main paid advertising channels post-pandemic

As mentioned above, PPC ads are going to be very beneficial and cost effective. However, focusing on Google Ads, LinkedIn ads, Twitter ads, Facebook ads, and Instagram ads all at once is most likely going to you spread you too thin. It is best to determine where your target audience is spending their time and then focus most of your PPC efforts on those channels.

More from Onimod Global

Onimod Global releases the latest digital marketing news and essential marketing tips every Tuesday and Thursday! To catch up on all Google updates and other top digital marketing news and trends, click here. To find out more about who we are and what we do, click here.

Onimod Global is looking forward to the future and helping your business reach your full digital potential. Interested in growing your digital presence for your company? Reach out to us here!

Reopening Post Shut Down: Is it Worth it?

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As a business owner, you’ve likely been wondering what it would look like for you post COVID-19. While it’s not post COVID-19, states are starting to reopen and allowing businesses to reopen as well. Despite this, polls indicate the majority of consumers remain nervous about the virus. This raises the question for many business owners – is reopening worth it? 

Are Consumers Ready? 

A recent survey by the Washington Post found that while 56% of consumers are comfortable shopping in a grocery store, 67% are not comfortable with the idea of going into a retail store, and 78% would not go into a restaurant for a sit-down meal. Another survey by Fluent found that only 34% of respondents were comfortable with governors lifting stay-at-home orders. Despite those results, the survey also found that 60% of the audience feels “calm and collected or neutral” about COVID-19, while 38% are “nervous or very nervous.” 

These results are contradicting and confusing for owners trying to make critical decisions. This is probably due to consumers being confused themselves. People want to return to “normal” activities, but are concerned whether it’s really safe to do so.

Where Consumers Feel Safe

A survey from First Insights revealed how comfortable consumers are with going to different types of stores. Respondents were asked in which types of stores they would feel safe or very safe. These were the results:

  • Grocery stores: 54%
  • Drug stores: 50%
  • Big box retailers: 45%
  • Warehouse clubs: 43%
  • Local small businesses: 43%
  • Department stores: 37%
  • Shopping malls: 33%

Another contradiction was found when looking at smartphone location data. When Georgia reopened, location data showed more than 60,000 people came from neighboring states, to visit stores, restaurants, gyms, salons, etc. These data points suggest that even though majority of consumers claim they’re apprehensive about going to stores, there’s a sufficient amount of people that would still turn out for reopenings.  

E-commerce Continues to Surge 

There have been many surveys and other data indicating e-commerce will continue to grow even after reopening. E-commerce order volume has increased by 50% compared to 2019. Not only that, but 57% of consumers are shopping online more than before. And 65% prefer to do that shopping on a smartphone, rather than PC or tablet. New safety protocols on stores that do reopen may also cause enough inconvenience for consumers to find going to stores not worth it. For example, many stores are requiring shoppers to wear masks, some even requiring temperature checks, and some are only allowing shopping by appointment. While this is all for the safety of shoppers and employees, it may require too much effort for what it’s worth. 

Tips for Reopening 

No matter what, people will be going back into stores. Possibly in large numbers in those states that do open over the next month. Even with the regulations, details are complex and not always clear. Business owners will have to problem-solve and make their own plans on how they will keep their employees and customers safe. Here are some tips on reopening your business, including advice from the Centers for Disease Control and Prevention. 

 

  • Keep social distancing guidelines in place. Social distancing, meaning keeping 6 feet of distance between people, can be difficult in the workplace. But this will likely be the new norm, for a while at least, and it’s important for keeping employees and customers safe. Consider these efforts to ensure your business can properly social distance:

 

      • Rethink desks, displays, and workspaces to create proper distance. 
      • Consider staggering work hours to limit the number of employees there at a time. 
      • Limit the number of seats in common areas. 
      • Use tape to mark 6ft intervals where people wait in lines. 
      • Post signs in or around the building that promote social distancing and advise those who aren’t healthy to please not enter.

 

  • Encourage employees and customers to wash hands and use sanitizer frequently. By now, we’re all well-aware of the efforts that are necessary to help prevent the spread of the virus. Washing and sanitizing hands is crucial. Consider installing signs around the workplace that encourage employees and customers to wash/sanitize their hands:

 

      • When they get to work/enter the building 
      • After sneezing, coughing, or blowing their nose
      • Before and after eating 
      • Before and after touching their eyes, nose, and mouth
      • After interacting with coworkers and customers 
      • After touching displays and other equipment 
      • After visiting the restroom 

 

  • Clean and disinfect frequently touched surfaces multiple times a day. This not only keeps employees and customers safe, but it can help customers breathe easier knowing anything that they touch has been cleaned thoroughly moments before. This includes doorknobs, light switches, countertops, handles, tables, desks, keyboards, remote controls, elevator buttons, toilets (including handles), faucets, sinks, cash registers/point of sale (POS), displays, business equipment, phone etc.

 

  • Provide PPE to employees and create a policy that addresses guidelines and proper usage. Depending on the state where your business is located, you may be required to supply your employees with gloves, masks, etc. Even if your state doesn’t have requirements, it may be in your best interest to provide your employees with them anyways.

 

 

Final Thoughts 

The decision to stay closed or to reopen is ultimately up to you. At this time, it’s difficult to know when to do anything. You know your business and your customers best. If you believe they’re eager and ready to get back outside, reopening may be a smart business decision. If you can see that the majority of your customer base is still very apprehensive and nervous about the current state of things, staying closed may be the better option. When you do choose to reopen, make sure you take the time to prepare and protect yourself, your employees, and your business. Rushing things will not help your chances of doing well as we all face the next steps. 

More from Onimod Global 

Onimod Global releases the latest digital marketing news and essential marketing tips every Tuesday and Thursday! To catch up on the top digital marketing news and trends, click here. To find out more about who we are and what we do, click here.

Google To Provide Free Shopping Listings

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Google Shopping is responding to the coronavirus crisis by taking steps to make it easier for more merchants to sell via the platform free-of-charge. The Google Shopping tab results “will consist primarily of free product listings” starting next week, the company announced Tuesday.

This major shift, after 8 years of Google’s shopping results platform, comes after many brick and mortar retailers have had to close their doors due to the coronavirus pandemic. E-commerce has inevitably boomed, and everyone is quickly catching up to speed on how to best service store owners. This change, while COVID-19 was the motivation, was a planned initiative and will be permanent. Free shopping listings fits into the longer-term vision for the company’s role in digital commerce.

Bill Ready said in a blog post that he expects the change to take effect in the U.S. by the end of April, with the aim of expanding it worldwide by year-end. Ready clarified the win-win of the shopping listings free-of-charge: Retailers gain free exposure to millions of people who search via Google Shopping every day, while shoppers discover more products from more stories. While Google is packaging the change as a gesture to help retailers during an economic crisis, there’s no doubt Google is also seizing the strategic opportunity to expand its role in e-commerce in the midst of this worldwide uncertainty.

Millions of people are stuck at home with almost no options for shopping in brick and mortar stores. Online and e-commerce has and will continue to see a huge rise. So what does this mean for retailers and advertisers?

“For retailers, this change means free exposure to millions of people who come to Google every day for their shopping needs. For shoppers, it means more products from more stores, discoverable through the Google Shopping tab. For advertisers, this means paid campaigns can now be augmented with free listings.”

Why does this matter? This is actually where Google first began, then named Froogle. It became an entirely paid platform in 2012, and in those 8 years 2 things have drastically changed the e-commerce game: data quality and Amazon. Google’s ability to ensure that the information in a product feed matches the data on the site has advanced significantly since this time. In addition to limiting the products available on Google shopping results to retailers willing to pay, their search power was at a major disadvantage.

Another exciting development to the platform is a recent partnership with PayPal. Merchants using PayPal will be able to link those accounts to Google Merchant Center, which will allow Google to pull in seller details faster and to verify trusted merchants. Google also partners with e-commerce platforms, including Shopify, WooCommerce and BigCommerce to make it easier for merchants to manage inventory and products.

As Ready concluded, “Solutions during this crisis will not be fast or easy, but we hope to provide a measure of relief for businesses and lay the groundwork for a healthier retail ecosystem in the future.”

More From Onimod Global

To catch up on the latest digital marketing news and trends, click here. To find out more about who we are and what we do, click here.

 

Tips for Making Your Content Stand Out

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Right now, everyone is shifting the focus of their content to COVID-19. Rightfully so, as it’s impacting everyone and everything around the world. People are looking for answers and businesses feel compelled to respond. This creates a new dilemma, however. The “market” of coronavirus content is now heavily saturated. Consumers are constantly being bombarded with new articles and updates around the situation everyday. From this arises the question for many marketers: Should I continue to create content around the same thing everyone else is?

This is a difficult issue and there’s no simple, one-size-fits-all answer. We do know that content is still essential for long-term SEO success and in a time like this, you don’t want to fall silent. The key is finding a balance between creating relevant content but also standing out among the masses. Here are some tips for doing that: 

1. Focus on your audience’s current and most pressing needs. 

Content marketing is really just about helping your audience solve their problems. Currently, everyone is facing unprecedented challenges. There are no pre-existing rules or guidelines for businesses in this situation, so we have all been continually adapting and shifting our strategies accordingly. Marketers need to closely monitor their audience members, what they’re asking, and what they need. 

Your main focus should ultimately be creating content that helps your current and potential customers. Every time you publish a piece of content, ask yourself “is this helping my customers?” If the answer is no, and you’re just putting out content for the purpose of putting out content, it’s not worth it. 

2. Incorporate reliable research and accurate data. 

There is always massive amounts of inaccurate information circulating around the internet. When sharing or creating content, make sure it’s based on real research. Users want science and data to help them make the best decision, especially during times like these. Having solid evidence that supports your claim is extremely important. 

3. Don’t ask for anything in return. 

The biggest mistake a brand can make right now is appearing like they are trying to capitalize on the pandemic. Strive to deliver value without asking for anything in return. Instead of focusing on promoting your products or services, your main priority should be bringing value to users. 

4. Continue to publish regular content. 

Businesses are concerned that posting regular content will make them come across as insensitive or tone-deaf. While you should be careful with what you’re posting, continuing with regularly scheduled content is important for multiple reasons. The first is that, during this stressful and chaotic time, it’s nice to have tid bits of normalcy or light-heartedness. As long as the content is still sensitive to the current situation, it’s more than ok if it’s not addressing or focusing on the pandemic. The second reason being that SEO is still extremely important, and content is key for SEO success. If you delay or stop altogether publishing content, you’re only hurting yourself. 

Final Thoughts 

Right now, times are strange. Everyone is constantly searching for answers, but comfort as well. Making yourself stand out in an extremely saturated market is difficult, but not impossible. The key is finding balance between relevancy and uniqueness, while still providing value to users. Accomplishing this isn’t easy, but we can help. At Onimod Global we’re experts in social media, SEO, and content marketing. We help brands connect with their customers where and when they need them the most. Take a look at how we’ve helped other companies, and learn more about what we can do for you. 

Updates To Social Media Advertising With COVID-19

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Social media platforms were quick to ban people from creating advertisements in reference to COVID-19. Several industries eager to educate the public about and promote their efforts to fight the coronavirus and the COVID-19 disease it causes were blocked by Twitter and Google. The decision to ban ads that mention the virus came after executives decided that they did not want to appear to be profiting from the crisis. Twitter has now officially revised their stance in order to allow advertisers to mention the virus in select promotions.

Twitter’s official stance:

“In response to the shifting advertising landscape, and in order to support helpful causes during this time, we’re now allowing managed clients and partners to advertise content containing implicit or explicit reference to COVID-19 in certain use cases, with restrictions.”

Those specific use cases will be:

  • Adjustments to business practices and/or models in response to COVID-19
  • Support for customers and employees related to COVID-19

This enables brands that are approved to advertise changes to their business operations and their assistance measures. However, Twitter will still be enforcing restrictions on using content with mention of the virus that goes against the public good.

For example, Twitter states specifically that it will not allow ads that include:

  • Distasteful references to COVID-19 (or variations)
  • Content that may be sensational or likely to incite panic
  • Inflated prices on products related to COVID-19

This is great news for business to be able to communicate to their customers via social media any changes as a result of the COVID-19 lockdown. Other social media platforms are joining in on enabling their platforms to be more useful for business advertising. Facebook has also recently launched a new set of Page tools to help businesses update their operating hours and service delivery options to help them stay connected, and operational, amid the global lockdowns.

One of the newest measures to assist businesses dealing with the impacts of the COVID-19 shutdowns is rolling out grants for small businesses.

Facebook official statement:

“In the US, we are committing $40 million to support 10,000 small businesses in 34 locations where our employees live and work. Those local businesses can go to facebook.com/grantsforbusiness to see the eligibility for applications, which will start in the US next week.”

In addition to grants, Facebook is adding a gift card listing tool so customers can order digital gift cards for their favorite restaurants and businesses. This is currently being rolled out in the US and will soon be available internationally.  Facebook is also adding some new Page options which will enable impacted businesses to list temporary changes to their operations as a result of COVID-19.

Final Thoughts

These are logical moves from both social media platforms, and moves which will provide benefit to many. To catch up on the latest digital marketing news and trends, click here. To find out more about who we are and what we do, click here.

Improving Your SEO Strategy During COVID-19

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A recent survey by Conductor revealed that due to COVID-19 and the extension of the social distancing guidelines, many marketers anticipate a decrease in their annual marketing budget, but still expect goals to remain the same. How are they expecting to reach their goals with a smaller budget? Shifting their focus to SEO. 

Regardless of the status of the economy, people are still going to be making purchases, and more people are shopping online than ever before. Why wouldn’t you want your brand top of mind when users are making buying decisions? 

Here are 4 tips to improve your SEO strategy during this uncertain time. 

1. Build Trust with Your Content 

Many brands are offering deals and promotions to customers once the pandemic has passed and the world starts to go back to normal. Forrester released a report that found that consumers are doubtful that companies will follow through on the promises they make during this time. In a time of crisis, trust is more important than ever. With so much false information and uncertainty circulating, it’s essential to separate yourself as a brand that’s reputable. 

Another Conductor study reported that consumers find brands that deliver educational content are much more trustworthy than those that don’t. Right now, consumers are looking for answers to their questions from brands they trust. This isn’t the time for salesy content. Focus on creating content that brings real value to your audience. 

2. Make Necessary Changes to Current Campaigns 

If you had any campaigns active before the situation of the world changed, make sure to perform an audit on it and make any necessary changes. Be sure to review any social posts or content pieces you had scheduled out ahead of time as well. You don’t want to come across as insensitive or tone-deaf to the situation. 

SEO is much more than just technical efforts, and this is one of them. You want to be the voice of different customers across the organization. During times like these marketers need to have a heightened awareness of customer sensitivity. Even though it’s difficult to suspend a campaign that a lot of time and resources went into creating, it could be more harmful to your brand in the long run if you keep it running. For example, Corona received harsh backlash via social media when they went through with launching their Coming Ashore Soon campaign for its new seltzer line. 

3. Constantly Manage Your Reputation 

Managing your web presence during times of crisis is another crucial element of gaining and maintaining the trust of customers. Dated or inaccurate information can confuse or even hurt your audience, making you look bad in the process. Here are some tips for managing your online reputation during this time: 

 

  • Update any online listings or hours. Review your listings on all search engines, social media, review sites, and any other platform you may be on. Make sure your listings are updated with any changed hours, service suspensions, or revised contact information for any departments or location.
  • Monitor the status of COVID-19 and respond with empathy. Even in times of crisis, consumers are talking about business online. If you don’t already have one in place, it’s crucial to implement a comprehensive review and response strategy. Adjust your response technique as needed, remembering to be as sensitive and transparent as possible during this time. Ignoring comments and reviews puts your credibility and brand trust at great risk during a time of crisis.
  • Engage with customers across all platforms. Businesses are receiving an influx of questions on all levels across all platforms. Prepare to answer these questions on Google My Business, social, and any other platform with timely and accurate information. You might even want to consider setting up a FAQ on your website or third-party directories if you’re getting many similar inquiries. 
  • Monitor the Google Search Console. Web traffic, especially organic, is a big indicator of where demand for your product or services has shifted. Spikes or declines in traffic may show you what information is most important to your audience and help you decide your response strategy. 

 

Improve Your Security Efforts 

Hackers are trying to take advantage of the current situation and those that are in need. Many are using malicious malware to promote discounts, giveaways, etc. Some hackers are even using branding of trusted companies for phishing attacks, including the World Health Organization and U.S. Centers for Disease Control and Prevention. Now that many people are working from home, the threat becomes even greater. From a business perspective, here’s what you can do to ensure your website’s security: 

  • Monitor log files for crawl errors. 
  • Implement Single Sign On. 
  • Implement HTTPS. 
  • Update any plugins or apps being used. 

Final Thoughts 

Everyone is looking for answers right now. If you can position yourself at the top of a Google SERP with credible information, it can have endless benefits, even after the pandemic is over. Trust is what consumers want and need right now. SEO is a needed investment to build that trust. 

At Onimod Global we understand how vital SEO can be. Search engine optimization is our core attribute and a pillar of our strategy. We develop  organic search engine optimization campaigns that deliver increases in organic traffic through an increase in natural rankings on major search engines like Google, Bing and Yahoo. We are a trusted Google Partner and continually excel with their products. If you need assistance with SEO, or in any area of digital marketing, contact us today. 

4 Tips To Maintain Customer Loyalty And Trust

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Customer loyalty and optimism is at the top of most companies’ list of things to be concerned about during COVID-19. The way companies react to the current crisis and publicly treat their customers will significantly alter their reputation for years to come. By putting your customers’ interests first, this can be a time for your company’s brand to lead. Make sure your customers know that they matter with these 4 tips on customer relationship management.

Communicate to customers.

Sometimes it can be be as simple as letting your customers know you care—even if they aren’t buying as much product or services from you at the moment. Remember that your voice can also carry, and many of your customers may have customers as well. Your audience can reach much farther just by being in touch and creating customer loyalty.

Develop new ways to work with your customer.

Travel and in-person meetings are naturally the first problem many companies face when it comes to social distancing. In this case, educating your employees who need to travel on the ways to mitigate the spread of the virus is first and foremost. This is just the beginning of how the world we continue to operate. The effects of COVID-19 on the philosophy and operation of work. As remote work becomes more common, look to the departments in your company that work efficiently with remote teams.

Team up with local business.

We are, quite literally, all in this together. There isn’t one person or company not affected by the COVID-19 crisis. Team up with your local community stores to support small business and demonstrate an empathy towards your community. For example, a group of restaurants forced to close by government could combine kitchens and develop a group online service.

Be true to your brand and purpose.

This is an opportunity for you to show current and potential customers what your brand is really all about. What is your brand? What is your purpose? People are paying very close attention to how the crisis is handled, and companies with a purpose also showing empathy will most likely emerge as market leaders. For example, airlines have always had filters removing virus and bacteria with a 99.9 percent efficiency. This current crisis gave them the perfect opportunity to educate customers about sanitation procedures that have always been in place building trust and confidence in their brand. Your solutions largely depend on your product or service, and this is also a time to get creative. A never-before experienced situation leaves a lot of room for innovation in the solution.

More from Onimod Global

To catch up on the latest digital marketing news and trends, click here. To find out more about who we are and what we do, click here.

Tips on How to Be Productive While Working from Home

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As a result of the Coronavirus outbreak, many companies are transitioning to working remote. While working from home is a dream for many, there are many challenges that can come with it. We don’t know how long this situation will last, so it’s important to learn how to be as productive as possible while working from home. 

If you’re new to the WFH life, here are some tips on how to do it successfully. 

Create a schedule. 

Working from home presents a different set of challenges than working in an office. It’s much easier to get distracted and feel restless with having nowhere to go. Establishing a routine that replicates a normal work day, and sticking to it, can be very beneficial. Set goals for the day. What tasks do you need to complete? What needs to get started? It’s also helpful to set aside specific hours for answering emails, making calls, taking lunch, coffee breaks etc. When you have a full to-do list and stay productive, it will make the day go by much faster. The next thing you know it’s 5pm and the work day is over. 

Have a designated workspace. 

If you don’t have a home office already, try as much as possible to create a separated and designated workspace. When it comes to working at home, you want to create a boundary between work and leisure. You don’t want to turn your bed or couch into the office. It could be as simple as moving a nightstand and upright chair to the corner of a room. This can also help to create boundaries with others in your home. Whether it be roommates, partners, or children, having a designated workspace signals to others you’re ‘at work.’ This all helps you to stay concentrated and productive. 

Communicate, communicate, communicate. 

Whether temporary or permanent, the keys to successfully working from home is clear communication with your boss and colleagues, and being aware of what’s expected from you. When you’re used to being in close proximity with your manager, communication is effortless. If you’re new to working remotely, this is now very different. Your boss might not be used to managing people virtually, so you need to find ways to break down that new communication barrier. Suggest starting the day with a phone call just so everyone is on the same page and knows what their expectations are. This doesn’t just have to be with your supervisor, either. If you’re working closely with another colleague on something make sure you both consistently communicate with one another. Whether this be done via email, phone call, or video chat, it’s important to stay in contact. 

Beware of feeling isolated. 

Loneliness can be a huge and serious issue, especially when you’re so used to talking face-to-face with a number of people a day. With the current situation, we don’t know how long companies will have to stay remote, which presents many additional problems. Usually remote workers still have the opportunity to go to public places or attend social events. Restaurants, cafes, bars etc. are open, which allows those remote workers to still have face-to-face interactions. With the COVID-19 outbreak, these opportunities aren’t there. Prolonged isolation could potentially start to impact morale and productivity. Those remote worker experts suggest trying to sustain a semblance of normalcy in unconventional ways. Consider having a virtual happy hour or dinner party. It can help everyone feel that they’re in this together and lift spirits during this difficult time. 

Take breaks. 

When you live where you work, it’s important to get out of your workspace at times during the day. You might feel pressured to overextend yourself to prove to your team you’re actually working, it’s critical to carve out break time. You’re going to get quickly burnt out if all you do is pace back and forth from the kitchen to the living room. 

Final Thoughts 

Initially, working from home can be challenging, but during this time, it’s in everyone’s best interest. Until the outbreak is under control, the benefits of working from home, outweigh the inconveniences. Remember to cut yourself some slack during this time. It’s inevitable to get distracted and off-task every once in a while. There is a lot going on and new information to take in everyday. While it is difficult, try to stay positive. We’re all in this together. 

More from Onimod Global

To catch up on the latest digital marketing news and trends, click here. To find out more about who we are and what we do, click here.

Brand Communication Tips in Times of Crisis

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Every company is dealing with the impact of the COVID-19 outbreak, and with the status of countries ever-changing, finding the right response is difficult. This is not a “marketing opportunity” for brands to capitalize on. It’s a serious situation affecting the well-being of people across the globe. However, communication is essential during difficult times. It’s important to provide clear, beneficial information to your audiences, while also working to navigate the rising disruption caused by the outbreak. 

Here are some tips on deciding what’s appropriate and how to clearly communicate your brand in times of crisis. 

Be honest, thoughtful, and open. 

Now is not the time to be silent. You should start by immediately communicating how you’re handling the situation. Even if you don’t have all the answers, rapid and regular communication can help alleviate some concern and confusion. When it comes to public health and safety, customers like to know that’s a priority to you. 

It’s also important to be thoughtful of your tone of voice. Brands need to adjust their tone to fit the situation and context. Now may not be the best time to use humor or sarcasm. Empathy, understanding, and being supportive goes a long way. The best way to decide the appropriate tone is by listening to what your audience is saying and how they’re saying it, and reflecting that in your own message. 

Utilize accurate and reliable information. 

There is always tremendous amounts of inaccurate and misinformation that circulate around the internet. People always want accurate information, but during times of crisis it’s even more critical. For brands, it’s important to only share information that you know is reliable and factual. 

If you do have information that might help people navigate uncertainty, or help keep people calm, you should share it. If you have information that affects your company, employees, customers, etc. you may want to share that as well. When fact-checking yourself, it’s best to turn to the CDC and the World Health Organization, who provide the most accurate and timeliest information.

Use a variety of communication vehicles. 

Some brands have a tendency to over-rely on email when sharing information with customers. While email is an inexpensive and effective form of communication, it shouldn’t be the only vehicle used. Consumers’ inboxes can get bombarded with spam and marketing messages. To ensure you reach your entire audience with important information, utilize a variety of media channels. Post updates across all social media platforms, your website, and even through paid mediums. 

Anticipate change and act accordingly. 

With the situation ever-changing, it’s important to stay updated and informed. It’s also important to anticipate change in your customers and respond appropriately. As people are shifting to working from home, self-isolating, among other behavioral shifts, elements of all businesses will be impacted. Whether that be needing to change policies or cancel events, brands should make responsible and timely decisions. 

Final Thoughts 

During this time, consideration is most important. Everyone needs to keep in mind the ways in which people are being impacted by the coronavirus outbreak. All people are affected by this and there are varying levels of anxiety and concerns in different areas. Provide help in any way possible, whether that be sharing positive stories, helpful initiatives, or educational information. As a brand it’s important to create a communication strategy during a crisis that informs, supports, and provides reassurance to your audiences. 

More from Onimod Global 

To catch up on the latest digital marketing news and trends, click here. To find out more about who we are and what we do, click here.