Amid widespread concerns surrounding public health, unemployment, and bottom lines, it\u2019s a daunting time to be running a business. There are no rulebooks or simple answers, yet one thing has remained just as important in both our personal and professional lives: staying connected.<\/p>\n
From mid-sized businesses throughout our own communities to those we partner with at StorageMart, everyone is feeling the weight of the coronavirus pandemic\u2014and that includes your customers. Unfortunately, the aftermath of an international crisis can also be a defining moment for your brand reputation (just one you didn\u2019t sign up for). That\u2019s why choosing a strategic but sensitive approach to connecting or reconnecting with your customers is crucial to your success after the initial impact of a major crisis. StorageMart is here to offer a fresh perspective on how you can strike the proper balance in your communications or marketing efforts.<\/p>\n
Although it depends on your industry, a majority of marketing and communication for mid-sized businesses is focused online. Particularly during a modern-day crisis like COVID-19, that\u2019s where your customers are going to be. Don\u2019t wait for them to come to you; speak to them by shifting any offline communication to the appropriate online channels. Social media, email, and your website are going to be go-to sources of information.<\/p>\n
That said, consider your existing relationship with your customers along with the purpose of communication. If you have an established email marketing campaign or newsletter, don\u2019t let that drop off\u2014but make sure to adjust your messaging to account for how you can provide assurance, assistance, connection, and support to the actual people who constitute your target audience. Other regularly scheduled communications could come off as tone-deaf to what your customers are experiencing. (So think twice about sending out that email blast promoting a luxury resort getaway despite a widespread sense of travel anxiety.)<\/p>\n
Also, certainly don\u2019t allow your social media presence to dwindle to nothing, and consider crafting a new social strategy if you don\u2019t have one already. Think of additional, relevant ways to engage with your followers aside from promoting products or sharing updates. Simply allowing your audience to see a more \u201chuman\u201d side of your brand can do wonders for building trust and awareness during unprecedented times.<\/p>\n
In general, when it comes to frequency, relay only business announcements and changes that directly affect your customers. Be as clear and concise as possible the first time to minimize confusion, and don’t overdo it. Half the battle of effective communication is knowing what kind and how much of it consumers want. With increasingly cluttered inboxes and news feeds during a worldwide crisis, people are looking to access the information and products they need quickly.<\/p>\n
As a mid-sized business, your reach is wide, and one blunder could turn customers away. Take a step back for an honest look at your overall social, email, and ad strategy, as well as the user experience of your website. Is it clear, helpful, and informative? Do all the same calls to action still apply given the current circumstances?<\/p>\n
Simply put, your customers are real people who might be enduring the serious doubts and anxieties that accompany a crisis. They include people who have lost connections, jobs, hobbies, and even loved ones. Of course, you should opt for positivity over pessimism, but don\u2019t forget there\u2019s a chance you\u2019re speaking to an audience that isn\u2019t feeling so hopeful. Thus, it\u2019s important to address customers\u2019 legitimate fears and concerns without sugarcoating anything with out-of-touch optimism.<\/p>\n
You can still show you care by stating how your company is setting out to improve practices and adapt to health and safety concerns. Again, there is no rulebook for crisis communications, so consider how your audience would be most receptive to this type of messaging, such as a social media post, written statement via email, or live video from the CEO.<\/p>\n
Whatever you choose, consumers want to know you are taking the necessary steps to protect their wellbeing. If you\u2019re implementing contact-free services or other safety measures, communicate all the changes you\u2019re making and any action required on their end. Additionally, offering financial assistance or payment flexibility\u2014if at all possible\u2014can demonstrate empathy toward your customers\u2019 unique situations, whether that\u2019s through waived fees or extended deals. Adapt your products and services to their new needs and stressors, as people will be seeking convenience in different ways.<\/p>\n
In short: Don\u2019t be afraid to connect with the very human wants and needs of your clients and customers after a crisis, but be cautious of how you do so. It\u2019s important to balance being intentional and on-brand with being empathetic and authentic. Ultimately, your actions will speak louder than the words \u201cwe\u2019re here for you.\u201d You have the power to establish long-lasting connections with your customers who will remember how your business handled itself in a stressful time for them (and for you).<\/p>\n
Even if your business is truly in need of financial help, your customers are the ones looking to you for assistance. Position yourself as such. More than ever, you don\u2019t want to seem overly salesy or biased to your own self-interests. For instance, running certain ad campaigns that are just \u201cbusiness as usual\u201d may be perceived as pushy or frivolous. Avoid communicating repetitive messages or details that aren\u2019t of practical use during a time of crisis. The last thing people want more of is excessive pandemic-related news and posts.<\/p>\n
When considering how you don\u2019t want to come off to customers in a crisis, it\u2019s best to avoid:
\n\u25cf Sharing arbitrary, non-critical announcements regarding your business
\n\u25cf Sharing conspiracies, unreliable sources of information, and personal or political beliefs
\n\u25cf Employing fear-based marketing tactics to promote a need for your products
\n\u25cf Mentioning the crisis too much or in contexts irrelevant to your business
\n\u25cf Promising anything uncertain, such as refunds, new business hours, or an opening date<\/p>\n
Do, however, anticipate new customers you may gain due to the circumstances\u2014without trying to capitalize on their hardships. Think critically about how you can innovate and tailor your products to their new needs. Pivot so you\u2019re (sensitively) promoting relevant offerings such as extended support hours or virtual, no-contact services. Customers sincerely appreciate transparency in the form of timely updates regarding your processes and product availability.<\/p>\n
As a business with roots in the communities we serve, StorageMart works to be more than just a commercial storage solution for you; we want to be a true partner to the demands of your mid-sized company. Throughout times of crisis and uncertainty, we know you might be left dealing with major changes in sales, staffing, supplies, or office space.<\/p>\n
Whether you\u2019re downsizing your business or have more excess inventory than ever before, our self storage units and friendly staff are available for your business storage<\/a> needs and beyond. Reach out to StorageMart today with questions about how we can support your medium-sized business, or find your nearest storage facility<\/a> to get started.<\/p>\n","protected":false},"excerpt":{"rendered":" Amid a worldwide crisis, it\u2019s a daunting time to be a mid-sized business. Here\u2019s why it\u2019s key to maintain strategic yet sensitive customer communications. <\/p>\n","protected":false},"author":12,"featured_media":4000,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"categories":[40],"tags":[],"class_list":["post-3999","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-business-self-storage"],"_links":{"self":[{"href":"https:\/\/staging.storage-mart.com\/blog\/wp-json\/wp\/v2\/posts\/3999"}],"collection":[{"href":"https:\/\/staging.storage-mart.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/staging.storage-mart.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/staging.storage-mart.com\/blog\/wp-json\/wp\/v2\/users\/12"}],"replies":[{"embeddable":true,"href":"https:\/\/staging.storage-mart.com\/blog\/wp-json\/wp\/v2\/comments?post=3999"}],"version-history":[{"count":1,"href":"https:\/\/staging.storage-mart.com\/blog\/wp-json\/wp\/v2\/posts\/3999\/revisions"}],"predecessor-version":[{"id":4001,"href":"https:\/\/staging.storage-mart.com\/blog\/wp-json\/wp\/v2\/posts\/3999\/revisions\/4001"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/staging.storage-mart.com\/blog\/wp-json\/wp\/v2\/media\/4000"}],"wp:attachment":[{"href":"https:\/\/staging.storage-mart.com\/blog\/wp-json\/wp\/v2\/media?parent=3999"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/staging.storage-mart.com\/blog\/wp-json\/wp\/v2\/categories?post=3999"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/staging.storage-mart.com\/blog\/wp-json\/wp\/v2\/tags?post=3999"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}