A crisis can mean anything. Maybe it’s a tweet with wrong information that went out, maybe it’s a sudden store closure, or maybe it’s a storm that shuts down a city. Today, you have an inbox full of emails from businesses providing details on how they’re handling a worldwide pandemic. According to Sprout Social and Twitter, “COVID-19 related Tweets are being shared every 45 milliseconds and #coronavirus is now the second most used hashtag of 2020.” So what do we need to do as business owners or entrepreneurs?
It’s easy to just say “it doesn’t apply to us” when things like this happen. Maybe you don’t meet face-to-face with your customers or maybe you’re a completely virtual business. However, it’s still just as important for you to have a crisis marketing strategy in place as other businesses. Here are three reasons why your business needs a crisis marketing strategy in place.
It promotes the idea that your customers, clients, or audience is important to you.
Sending a quick email just saying “we’re open” or responding to a review with “we’re sorry this happened,” though seemingly small, can reinforce the idea that your audience isn’t just a way to make money, but people you value.
Tip: Remember that the human touch is sometimes all that people are looking for. Be willing to be vulnerable, yet professional, in how you engage with your audience.
It reinforces your value.
Take a step back the next time you find yourself scrolling online. Anyone you follow, you’re following for a reason. You see value in them. Maybe they give good advice or provide a service or product you absolutely love. By sharing your response to a crisis or how you’re supporting an effort, you’re reinforcing that same feeling in your customers. People will be reminded of how valuable you are to them and are more likely to support you.
Tip: Share customer or client testimonials to share the impact that you’ve had. It feels like bragging but sometimes that is all someone needs to see to be reminded what you offer and how it can help them.
It provides an opportunity to sell or engage.
Posting, emailing, or sharing re-opens the door to clients or customers who may have lost connection with you. Yes, we would love to connect with them under different circumstances, but it’s still an opportunity nonetheless. Be transparent, be inviting, start a conversation. You never know what could happen.
Tip: Send an email to your clients or customers and include a specific invitation or call to action. This could be as simple as following you on their social media platforms or providing them with a special discount code.