In a time of such uncertainty, many people find themselves looking left and right for answers, but with so much information out there, it can be difficult to determine what is real and what is not. What can your business do as a response to this turbulent time?
First, start by focusing on the facts. Employees, clients, and stakeholders will look to you for security. You can support these parties by being properly informed. Choose three reliable news sources to learn more about and stay up to date with the current issue. In a situation such as COVID-19, we recommend you gather information from the Centers for Disease Control, the World Health Organization, and news from your local governments.
Determine What to Say and to Whom
Keep in regular contact with your employees. Doing so will put them at ease and ensures that essential business tasks are completed. In these sensitive times, customers and employees need to feel the support of the people behind the business. Making sure that you are in regular communication with them is one way to show that you care. To do this, take the time to evaluate which internal or external communication platforms would work best for your team.
Adjust Your Strategy
Small businesses and marketers alike need to think about current campaigns and how to adjust them to appropriately communicate within the climate. This is a time to reevaluate your content. Is the appropriate language being used? Are the photos or graphics in your posts sensitive to what is happening around you? In the case with COVID-19, content showing large crowds or groups may be insensitive. Focus on your strategy and your purpose, rather than on a marketing opportunity or PR hit. Your business may not generate as much profit short term but will be rewarded with increased customer loyalty in the long run.
While not all businesses have the resources to donate supplies or funds, this is the right time to think about exercising social responsibility and giving back to the community. Actions like these not only show that your business is staying relevant to the current issue but also show that you have the best interest of the environment around you and society as a whole. Giving back can be providing advice, donating or funding supplies, or sharing how to support other businesses in your community.
We understand that the current reality is confusing and challenging to navigate, but by supporting one another, we can get through these disrupting times. If you are looking for ways to help your business adjust during the COVID-19 pandemic, take the time to look through the following links:
- Goleta Chamber of Commerce: COVID-19 Resource Center
- NY TIMES FREE E-BOOK: ANSWERS TO YOUR CORONAVIRUS QUESTIONS The Times has compiled more than two dozen pieces of journalism in “Answers to Your Coronavirus Questions,” which is available to download for free.
- NAWBO Resources: COVID-19 page for women-owned business
- Facebook Business Resource Hub: Facebook is investing $100 million to help 30,000 small businesses. They are also working on resources to help individuals and small businesses find training and support, available here.