If you've found yourself struggling to deliver the right content during the COVID-19 pandemic, you're not alone. Throughout the Spring of 2020 businesses have struggled to understand the implications of a world that is rapidly changing. In the development of my own content, I've found clarity in an idea presented by a growing number sales and marketing influencers. That idea: "Helping is the New Selling." In the spirit of that idea, I hope you enjoy this guest blog post!
With COVID-19’s rapid spread, the bull market constantly bucking up and down, and the recent declaration of national emergency from the President, consumers are becoming increasingly anxious about the reality that is about to face them. Panic buying is rampant, schools and universities are closing, and offices are asking workers to work from home.
Certainly both online and offline businesses are feeling anxious as well. For some businesses, sales may be surging because of supply hoarding, until the bull-whip effect sets in and no supply remains on the shelves. For other businesses, sales have dipped significantly as consumers guard their wallets and spend on essentials first, as they nervously watch the unpredictable market rise and fall.
Over the next few weeks, things will more likely than not continue to get worse before they get better. While sales may be down for your business, there is still a huge opportunity to win with your customers by building their trust in your brand, especially if you are an online retailer with an email list or any business with an engaged online community.
Sending a thoughtful email to your list outlining what your brand is doing in the wake of the coronavirus is a great way to build trust with your customers. You should avoid being promotional in this email. Its purpose should instead be to establish expectations for your base for any orders placed in the coming weeks and to quell any anxieties your customers may have about deliveries, supply chain, or your production process. Another best practice is to address your customer by name directly or to address your brand’s community as if in a formal letter and to end your message with a warm sign off from a member of your team. We love the email sent by DTC brand GEM below.
After your initial email to your base with your plan for handling supply and demand, keep your list updated if anything changes in your supply chain. If stock on a popular product runs out, try and give a reasonable estimate of when it will be available next. If you don’t know, be honest about that too, and recommend any alternative in-stock products to your customers. Put honesty and transparency above all else, and the consumer will trust that you are doing everything you can to resolve their issues. When you are honest and transparent, they will also understand when certain things are out of your control.
If you refuse to price gouge even when demand is high in the market (see: toilet paper, hand sanitizer, cleaning wipes), let your customers know. If you foresee any issues with delivery, assure your customers that they will be fully refunded if the product does not arrive to them within a certain time window in the event of supply or delivery issues caused by the coronavirus outbreak. Finally, remind customers of any existing promises your brand has made in the past that you plan to stick to, like abiding by certain regulations, practicing a sustainable supply chain, giving back X% of proceeds to your chosen charity, etc. Just make sure the promise you make is a promise you can 100% keep.
If you feel comfortable doing so, share with your customers the practices and precautions your own brand is taking in order to care for your employees and their loved ones. It is an excellent “we’re all in this together” approach. If you have introduced a new work-from-home policy or guaranteed sick leave for employees, share with your customers that your brand is doing its part in containing the virus as well.
Customers want to know that they can rely on your brand. Remind them that they remain a top priority, and that your brand will do everything they can to make sure orders are met. If supply or delivery circumstances change, have a plan to address customers that may not receive their order when expected, including refunding an order or providing store credit for future purchases.
Along those lines, inform customers about how they can best reach a member of your team to voice any concerns or ask any questions. If you have multiple channels of outreach (phone, social media, email, etc.), let them know which channels will get their questions answered the fastest. Additionally, give them realistic expectations of wait time given the changing circumstances, as well as a promise that your team will get back to them as soon as they can.
Thanks to the coronavirus, the lives of many Americans will be changing drastically over the next few weeks to next few months. No matter what business you are in, there are a number of ways you can address the coronavirus in a way that provides extra value to your audience and puts them more at ease.
Blog content is a powerful tool because it can be flexibly used both to nurture your existing audience and to draw a new audience to your brand. At a time when most consumers are not buying as much, you can focus on filling the top of your funnel with new email leads for your list by promoting gated content.
Because the coronavirus on everyone’s minds today, it’s a topic that any industry or brand can find a way to relate to. However, coming up with content ideas may be difficult. That’s why we’ve broken down some content ideas for you below!
We’ve listed a few examples below, but you can find a comprehensive list of 30+ content ideas for coronavirus communications here.
Written by Celia Quillian for Matcha and legally licensed through the Matcha publisher network. Please direct all licensing questions to legal@getmatcha.com.
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