Be Sure Your Messaging is On Point During the Coronavirus Pandemic
Part One — Striking the Right Tone
Things have been changing rapidly in the fight against the spread of the Coronavirus. But despite the quickly evolving news, one thing seems abundantly clear — for the foreseeable future, Americans will remain far less mobile than before. Moreover, this shift in behavior promises to leave a lasting impression on consumers.
So, what does that mean for your business and your marketing efforts during the Coronavirus pandemic? We’ll be exploring that topic in this blog series over the next few weeks. First up is an examination of brand messaging during the COVID-19 outbreak with tips to help you strike the right tone.
Company Messaging During the Pandemic
Emotions run the gamut right now. People are scared, anxious, confused, apprehensive, and angry. Most Americans are paying close attention to daily events as they look for information on how best to protect themselves and their loved ones from this virus.
The American Association of Advertising Agencies conducted a consumer survey on March 18th. They asked 1,000 people what they wanted to hear from familiar brands during this challenging time.
- 56% viewed positive, charitable actions by companies favorably
- 40% want brands to tell them what they’re doing to help
- 43% find it encouraging to hear from familiar brands that have earned their trust
- 15% aren’t open to hearing from businesses and brands right now
Don’t Overdo It
While COVID-19 is likely uppermost in most people’s minds, it’s not the only thing they want to hear about. Strive for a good balance between Coronavirus-related information and other messaging. But when talking about non-pandemic things, be sensitive to potential issues. Err on the side of discretion.
For your Coronavirus messages, deliver essential news. For example, will you be limiting your services or changing how you offer them? That’s essential information. Are you giving your workers paid time off or leading fundraising efforts? You want to share that news, but don’t beat your audience over the head with it.
It’s a delicate balance. If you’re unsure of how best to proceed, our team can offer skilled guidance.
Take Advantage of Social Media for Messaging
Above all, social media platforms are designed to communicate with many people that are spread near and far. With the vital importance of social distancing, these platforms have even more value for brands. This is the time to use your social media accounts to reach out to clients and other consumers.
Build on your established social media community with timely, informative, relevant posts. Reach out to new audiences with helpful, authoritative information, and consider whether you should expand to other platforms.
If you don’t yet have a social media presence, now is the time to get moving on that. This community-building tool offers many advantages.
Search Advantage Marketing is committed to helping business navigate the murky marketing waters during this uncertain time. We can help you connect with your audience and give them the information they’re looking for. Contact our team to learn more about our services.