Crisis management is the process by which a business or organization deals with disruptive and unexpected events. Since we are facing a global crisis, we need to adapt and quickly formulate a new business strategy for this period. Your business must not stay indifferent to what is happening in the world right now. Acknowledge the fact that the consumer’s priorities have changed!
We have compiled a list that gives you a set of reliable, actionable tips that can help you overcome this tough period.
Your Communication Strategy is Extremely Important
- Website Communication Strategy: Act & be in tune. Starting from your home-page to your products or services page, they must be tailored to accurately reflect the needs of consumers during these tough times. Furthermore, keep the actions taken during this period ingrained in your mind. The vital lesson to be learned here is to always stay in touch with the social landscape and constantly readapt.
- Stand out from the crowd. Articulate what measures you’ve taken to protect your people, clients & employees alike – what have you done regarding the supply chain that makes you stand out as a responsible brand?
- Be precise & transparent in your communication. Communicate the timeline of your deliveries, as well as the extra-measures you’ve taken to safeguard your clients.
- Be a pillar within your community – be vocal on Social Networks. We can’t stress this highly enough, now more than ever it has become central to occupying space into your customer’s mind. Communicate intensely and intently, and if you aren’t doing that already take a step back for a couple of days and prepare a Social Media Calendar for the next month at least.
If there’s one thing this global crisis has highlighted, it’s that we need to maintain a contextually relevant and conscious online presence. Not having one is almost as bad as not having a brand at all. Be convinced this is the right direction to step in. Pay great attention to your audience’s reactions and adapt your communication strategy accordingly – improvise, adapt, overcome.
Maintain a Visible and Humanised Brand
Now is the perfect time to reinvent yourself. Begin by asking: is there something that you can do about your business that you haven’t done yet?
- Take a moment to think about this question, take a pen & a piece of paper and write down the first five things that spring to your mind. Afterwards, take 5 minutes to ponder 1-3 actionable steps for each of them. They don’t have to be huge steps – ideally, they’re something that you can start acting on as soon as you’re done reading this article. Crisis management is all about taking swift action!
As an example, you might be thinking ‘how do I make my business more visible on social media?’ An actionable step might be to review your page and see what needs updating. Another example may be to make a post about your service offering during this global crisis. Remember, doing is always more important than pondering on that ever-elusive perfection.
- Now maybe the perfect moment to start humanising your brand and create long-lasting relationships with your clients. You must interact as a specialist, but don’t neglect the human side of things – empathy is paramount in these times, don’t dismiss their concerns. Instead, show them that you understand their situation and how difficult things are for them. Show your customers that you’re grateful for them, that they’re the whole reason why your business is still alive. The communication strategy you use will define your brand these months! You can check out a few tips on building successful client relations here.
In short, if you don’t want to be forgotten over a good night’s sleep, the answer is branding, branding, branding!
Create a Product & Offerings Strategy
- Stay relevant – identify the products/services that may be useful to the market right now. If needed, create a category in of itself and focus on promoting it.
- Redefine your target audience – if you’ve redesigned products, there is a chance you may need to redefine your target audience. This process may have positive effects, but why not make it a regular thing from now on? Crisis management strategies can teach us a whole lot. Make sure to take notes of the changes you make, they might prove useful later.
- Re-negotiate with providers – given the times, it may perhaps be wise to re-negotiate terms with your providers. Contextual promotional offers will be more agreeable to the market and may generate more sales. This change translates into more orders for both, so make it clear to them that you are looking for a win-win situation.
Adapt Your Marketing Strategy to the Current Situation
- Start by rethinking your digital marketing campaigns – consider what’s the best way to communicate in relation to the industry you’re currently activating in, and appropriate to the pandemic’s context. However, avoid nail-biting headers such as ‘COVID-19 Promotion’ – remember, the goal is to strike a chord of unity, not to use a tone of divisive fear. Trying to scare someone into buying your product is only going to come back and bite you in the long-term.
- Re-calculate & Re-evaluate your PPC Budgets: YouTube has probably seen a massive resurgence in content consumption these months. In consequence, it may perhaps be wise to pivot towards video campaigns. Crisis management strategies are effective only if you are on point with the current trends.
- Do not abandon communications with potential clients. Don’t play defence by “cutting off marketing costs” entirely and don’t ignore potential clients! Think about it, if in 2 months you won’t have acquisitions, the situation might spiral into chaos. Adjust your communication strategy if needed and think on a medium-long term basis, not from one day to another.
- People spend more time in the comfort of their homes. They’ve got more time to consume content on social platforms (YouTube & co). Therefore, the wisest thing you can do is be where all the attention is. Create relevant ways to promote your brand across these channels.
- Keep an eye out on your organic positioning. True, paid traffic can be the key, but what about your organic side? How is your SEO positioning? Have you abandoned it? This is the last thing you should give up on, and only if you plan on giving up on your business entirely.
Improve Your Website
Finally, let’s not forget about your most important piece of digital real-estate. Now more than ever, it’s paramount that you keep your website in tip-top shape. With increased internet usage, optimizing your website should be at the top of your crisis management plan. Here’s a couple of things you should have in mind to work on these days:
- Speed – Is your website loading fast enough? Keep in mind that with increased internet consumption, in some countries, the ISP’s infrastructure is struggling to keep up with the upsurge in demand. Netflix & Amazon Prime Video had to lower the quality of their pictures to prevent service shortages. Web Speed has now become more important than ever.
- Be Mobile-Friendly – Keep in mind that most of the website traffic nowadays comes from mobile sources. Therefore, it’s essential to keep an optimised version for tablets and smartphones. What’s the point of having an exquisite website if you’re only going to provide that experience to 1/3 of your clients?
- Be Available – Integrate a chat on your website, personalise it, be available and talk to the users. This is a key part of your communication strategy. Get as much information as you can on who they are and what they need. Then try to regularly adjust your services based on their needs.
- Reduce Friction – The most common bottleneck is the check-out process. If the process isn’t seamless and evokes trust, you can forget about users making purchases. Also, try to cater for as many payment methods as humanly (and legally) possible. Remember, the fewer steps there are to completing a transaction, the more likely the client will go through the process.
To achieve medium to long term success, we need to consider the context of the times we are currently living. Our team of Gazelles wants to hop in and help companies who wish to validate their decisions in creating an effective crisis management strategy.
This is why only during this period we are offering a free consultation call to companies.
You can call us for:
- Complete & Automated Sales Funnels: Taking the first steps in creating a complete marketing strategy that accounts for a minimum of three types of Ad Campaigns across at least two channels.
- Facebook, Google, Instagram & Linkedin Advertising.
- Branding, Identity, Communication & Content Creation.
- Web Development and Design.
Are you ready to hop on board with The Gazelles?