The best business mentors in the world will tell you that a successful marketing and communication strategy connects with your customers and knows where they stand, both psychologically and emotionally. At a time when the global situation is changing almost daily, leaving no one immune, businesses need to be highly adaptable about how they create, market, and sell their products and services while remaining empathetic and humane. This is especially true considering the fact that 75% of internet users between the ages of 16 and 65 say they are spending more time online now, compared to their pre-pandemic usage.
Stay digitally connected
Anastasiya Golovatenko, a PR expert, says that at a time of crisis, businesses need to stay in constant communication with relevant target groups, monitors, and market analysers to stay ahead of what consumers see.
“To communicate smartly, organisations need to be connecting with their consumers on all the platforms they are using,” she says, noting, “Customers are also facing economic strain and are conducting rigorous research to find deals. As competition increases, their attention span reduces. It is imperative that businesses catch consumers across multiple platforms.”
Pradeep Kumar, a PR expert, agrees, “People right now have more time on their hands to read. Communicating regularly through your usual channels is a must. Make sure you are heard and seen during these times. Stay connected with your audience.”
Both Anastasiya and Pradeep advise that in a country like the UAE it is also important to be seen communicating through more official channels, like news websites and LinkedIn, which remain reliable and professional ways to be visible.
Hit the right tone of voice
No business wants to be seen as profiting from a crisis. Therefore, communicating and marketing in the right tone is critical. Whilst consumers are spending more time online, Pradeep advises communicating through personalised, platform-specific digital messaging.
“Don’t mass message. Smart communication resonates and connects emotionally with your consumer, so talk to them in a language they understand,” he advises, “During a crisis, empathy and care are the keywords. All communication to stakeholders should reflect that. Show them that you are genuinely interested in their concerns.”
Anastasiya also stresses timely communication in a humane voice that addresses the most pressing concerns, noting, “How you as a brand and a business connect to your audience right now will determine how you are seen when things are better,” she says.
She also advises using voice and video messaging for more personal communication, and injecting a personality to your brand message for more impact. Some of the ways to achieve this, according to Anastasiya, include creating engaging text for websites or influential blog posts, securing interviews in media, engaging in speaking opportunities at webinars and sending regular press releases.
“A business needs to be visible so that people who are looking for a certain product or solution can find you,” she adds.
Be researched and relevant
At a time of a crisis, a good business communication strategy offers deeper insights, whilst remaining consistent with an organisation’s brand identity. This means that all communication must be researched and relevant.
Anastasiya advises conducting a SWOT analysis to assess the various risks associated with your business in times of a crisis. She recommends identifying functional leaders from across the organisation who prioritise the issues that need to be communicated.
“Businesses should communicate relevant updates from various verticals, such as supply chain, human resources, operations, health and safety, and more. At this stage, it is important to identify what value can be provided by your organisation to the wider community,” she says.
Pradeep concurs, and stresses the importance of exercising authority at a time of a crisis.
“Signs of weak leadership are an added burden on an organisation. Practice what you preach and ensure you are the first person to follow the decisions that you have made. A disconnect between words and actions could increase fear and confusion among stakeholders,” says Pradeep.
Anastasiya emphasises the importance of producing expert-level content that carries insightful and useful information. She adds, “Remember, everyone is looking for a trusted voice, whether in print, video, live or online. This voice will need to provide advice on reason and bring calm to the storm.”
Plan for the future
Whilst the current situation is unusual, for a business to communicate effectively, both Anastasiya and Pradeep recommend constant strategizing and readjustment.
“If your business model doesn’t work anymore, look at areas where you can support clients/customers, and transform. Stay ahead of the competition, keep pace with emerging technologies, and meet customers’ needs as they arise,” adds Anastasiya.
“Don’t stop communicating. Long silences will only add to your woes. Moving forward, ensure that your communication reflects your current state of business and your roadmap for the next 12 months. Communicate regularly and provide updates. Only this will ensure that your stakeholders are sailing with you through this storm,” concludes Pradeep.
Whether you’re starting a business during this time or building it up, smart communication is key, avail the experience of our certified business coaches for advice on business and marketing consulting and communication.
