Melissa Weirick
It feels like the world as we know it has stopped. And in some ways, it has. Many places of business have closed until further notice. Others are operating on shorter hours or offering carry-out service only. Life will pick up at some point, but how will it look once the brunt of COVID-19 is over?
It’s impossible for businesses to simply stop functioning. There’s no pressing pause on paying rent or compensating employees, even as the virus spreads and the economy suffers. So, what is a business to do when they can’t fully operate their business like they normally would?
Many realize that the virus is at the forefront of many people’s minds… and shopping isn’t, especially because most can’t go out and shop like they usually would. But what if it’s possible to be sensitive to those things, and still keep growing the business?
How to Promote With Ethical Content During Tumultuous Times
Social media is key for business in the 21st century, but it’s even more important during a pandemic. Twitter, Instagram, and Facebook are three of the many ways you can keep in touch with your customer base while also allowing them to see the human behind the curtain.
More people are active on social media now that we are all stuck at home, which provides businesses with a much larger audience. By actively posting engaging content, you’re keeping current customers and recruiting new ones. From sharing some behind the scenes or throwback content about your business to letting them see a little bit of your life outside of your business, this is a great time to let people get to know you and your brand.
Making sure your services are online guarantees an even bigger increase in customers. They’re shopping online now, and it’s important to be where they are! Plus, a strong online presence during quarantine will likely mean increased foot traffic after quarantine because people will become more familiar with who you are and what you have to offer.
Are you doing something to help those in need during the pandemic? Share that content on social media too! Letting others see what you’re doing may inspire them to give too, and it will also let customers know that you’re empathetic. Donate to food banks and provide links so customers can follow suit. Assist those who need help grocery shopping. Share while you do! You don’t need to gloat or preach, but share it as a way that people can do good for the sake of doing good during these stressful times.
The Human Side
People don’t want to interact with something computer-generated or robotic right now. As humans, we seek community. Slipping into automatic responses or an old sales speech right now may turn off potential customers, especially as many of us are missing out on most of our in-person connections with other people.
Stay in touch with your customers in an authentic, human way, and remind customers that your business has been there for them, and will continue to be – not only during the pandemic, but after it’s over.
Communicate with your audience in the way that you’d talk to a neighbor. Check on them without being invasive. Offer discounts and deals to brighten up the long, monotonous days. By doing this, you’re helping both yourself and the customer, who is probably anxious to shop somewhere other than the grocery store.
The Fine Line Between Humor and Disrespect
A lot of people get through tough situations by making light of them. There are plenty of memes circulating about COVID-19 that only prove this point. It’s true that humor lifts our spirits, but how funny is a coronavirus meme to someone whose relative has died from the virus? Probably not funny at all.
That’s not to say that, personally, sharing memes should be outlawed. Knowing your audience is more important than the content of the meme. Because of the nature of this crisis, it’s probably best for your business to avoid trying to get funny about the virus. Just let people know that you’re there for them. That should be enough.
This Will End
As of right now, the US is about 6-8 weeks behind China with COVID-19 development. In China, the virus has been largely contained. As of mid-March, they have lifted travel bans and life is returning to normal. Instead of thousands of new cases per day, they began seeing less than twenty. Now, more often than not, they see less than zero.
China is proof that the state of the world will get better, and we should be ready when it does. Continue sharing, posting, being there for your community, and washing your hands, and we will all be here on the other side.
