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Viably overseeing brand correspondence in the midst of COVID-19 pandemic

Author: Mitesh Patel
by Mitesh Patel
Posted: Jun 18, 2020
social media

With most organizations already dealing with a slowdown, if not a complete shutdown, marketing during this period will need a lot of creativity and tact to ensure that the message of the brand is effectively communicated...

With most activities shut down and people now practicing social distancing in order to prevent the spread of coronavirus (COVID-19), this is probably the most testing time for most brands to connect with their audience. Building a connection with new customers and maintaining your pre-existing ones will be no more difficult than it has been in the recent past. With most organizations already dealing with a slowdown, if not a complete shutdown, marketing during this period will need a lot of creativity and tact to ensure that the message of the brand is effectively communicated.

1. Social Media will play an important role

During this period, social media will be the one channel of communication that will probably not experience a slowdown. In fact, with most of the public now at home practicing social distancing, their activity online would have only increased, as social media would probably become the primary means of communication with others. With easy internet access, a number of different social media platforms, and an estimated 375million+ social media users in India, it would be well advised to use social media to increase your brand visibility through organic means. With each platform having a different style of content and catering to a different type of consumer, creativity will be required in creating content specific to the target platform.

2. Remote customer service in times of lockdown

Certain services that require a face-to-face interaction at some point, will probably require a lot of changes in their methods of operation. Use your social media accounts to help spread information about the change in operations, and use mediums of communications that you have with established customers, like emails and apps to do the same. With almost the entire workforce now operating remotely, help your service team adjust to now dealing with clients and customers online, and help your customers have a good experience dealing with your brand.

3. Take a pause from business-as-usual marketing

If you have a product that could sell a lot during this time period, reassess the communication as the message could come off as insensitive and over-opportunistic. With people already under a lot of stress due to COVID-19, some messages could come off as a tactic to increase sales, if not executed in a tasteful manner.

4. Educate your audience

Instead, use these times to create awareness about preventive measures. By educating the public, you will build and retain trust with your audience, which should be your goal. While most brands may not have huge resources, they could all help spread awareness. Simple and informative pieces of content will be appreciated by the audience.

5. Communication needs to be empathetic

At this time, while people are uncertain about what is happening, and what to expect, being empathetic to their needs and fears will let you be more understanding as to what type of messages will be appreciated. If there is an act of kindness that you could do during this period, don’t hesitate. It can help build trust and goodwill with the public and show that you care for them.

During these times, every action you take could be good or detrimental to your brand. However, by using empathy to craft an informative social media campaign, you could reach your audience organically. Your focus right now should be more on sharing factual information and educating your audience. This is an opportunity for your brand to show that it genuinely cares about its customers.

About the Author

I am Business Growth Strategist at A Leading Drupal Development Company AddWeb Solution. Most of the time I spend on exploring online tools that can help Entrepreneurs to grow the business.

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Author: Mitesh Patel

Mitesh Patel

Member since: Jul 11, 2019
Published articles: 8

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