Communicating With Empathy
It’s not a secret that businesses of all sizes are currently struggling in the wake of COVID-19. And it feels a bit redundant for us to highlight the confusing and challenging times we’re all facing right now. Our days are looking a lot different than they did just a few weeks ago. Offices and desks have been replaced with kitchen counters, meetings have turned into Zoom calls, nights out have been swapped for dinners at home, shopping has moved almost entirely online, and some of us aren’t even able to work at all.If you’re a business owner or a marketer during the Great Pause, you’re probably asking yourself a lot of the same questions we’ve been asking ourselves. Something that’s always on the tip of our tongues, or hanging out in the back of our minds is….how do we still connect with our customers and clients on a meaningful level? How do we get our message across? What messages are even worth sharing? And how do we communicate with empathy during a global pandemic.
We thought about it, talked it out, did some research, and here’s where we landed. Maybe it can help you too.
Updates and Changes
Regardless of what industry you’re in, we’re all making changes to the way we do things. Whether it’s ramping up cleaning and disinfecting protocol, adjusting opening and closing times, or switching to an online platform, you’ve probably got an update you need to share. If you do plan to reach out to your customers with updates, just make sure the information that you’re offering is both informative and helpful.
I’m sure that everyone reading this can attest to the fact that our inboxes are flooded with COVID-19 centric emails. And while some businesses can’t take the hint and keep sending out unsolicited messages, there are definitely plenty of brands out there who are getting it right. As long as the information you’re sharing is of value to your customers, you’re on the right track.
For example, your audience could benefit from information about shipping and delivery delays, out of stock items, and changes to service offerings. If you’re a retailer that is temporarily closing it’s storefront and have moved to an online platform or if you’re a cafe that is now offering contactless pickup, people need to know that. But, sending out multiple emails about staff washing their hands more often isn’t really helping anyone.
Topics Unrelated to COVID-19
While it may feel like it, you don’t have to stop sharing content that isn’t related to the pandemic. You just have to be careful with your messaging and find ways to tweak the marketing plans you already have in place to still work.
If you have an announcement to make, such as a new product dropping, be sure to acknowledge the challenges your audience may be facing. It may seem a bit tone-deaf to leave the current state of the world out of things entirely. But, you can get creative and weave both realities together. Yes, you are launching a new service this month and yes, it does feel a bit strange to be doing so during a time like this.
In what ways can what you’re sharing help those at home? How can it make their days easier, or more comfortable? How can it help them prepare for the future? Can it give them something to look forward to?
If you’re conscious about being respectful, you’ll likely land in a good place. Remember, there’s a lot of darkness floating around right now. So try to be the light. That’s one leg up that you already have. What you’re sharing is likely more digestible than what we’re all watching on the news each day.
Discuss Your Plans to Help
What are you and your business doing to help the public? Are you donating to a local relief fund, volunteering, or offering free services? People want to know what the brands they love are doing to help. If you have a plan in place to help, let your audience know!
Maybe you aren’t in a position to help. That is 100% okay. Most of us are just trying to keep our heads above water. But, you can still share information about what others are doing and encourage your audience to take part. If there is a local charity taking donations, shout them out! If there’s another business in your community that you know is struggling, share their page and highlight their products and services. People want to know that you care.
Customers are also very invested in your staff right now. What are you doing to help your employees? Did you start a Go-Fund me for your bar or wait staff? Are you finding creative ways to keep your team intact? Or are you actively trying to find ways to bring back furloughed employees as quickly as possible? Consumers and clients want to hear about this. It’s important to them that your people are important to you.
Check-In With your Audience
Still feeling a bit overwhelmed? That’s okay. You don’t have to have all the answers. Check-in with your audience. Ask them what kind of content they want to see from you right now. Are they interested in “business as usual”? Do they want to keep getting updates about new products? Or are they feeling like they need a break from your emails or social media? It never hurts to ask the people you’re trying to connect with what they want.
Things to Avoid
This should go without saying, but don’t be insensitive. Understand that everyone is struggling in their own way and many of your clients and customers may not have the funds to financially support you in the way they used to. Offering things such as discounts and free shipping can be a great gesture and a way to generate some cash flow.
It would also be wise to avoid politics. While you may think you know your audience, you don’t want to offend or alienate anyone, especially during hard times.
Stay Fluid
The best advice that we can offer you is to stay fluid. Accept that things are constantly changing and understand that what worked last week, may not work this week. Listen, learn, and adapt. We’ve all gotta roll with the punches right now and keep moving forward. We will be better for it once we make it through to the other side.
With all of this being said, we want to let you know that the Hype Team is thinking of you. Our clients, both past and present, our friends, family, and followers. It’s been said time and time again, but really are all in this together. And we will get through it together. Keep fighting! Your business is worth saving! If you need help, we’re here for you.