Keep your customers informed on their terms.COVID-19 is pulling no punches. Decreased foot traffic, mandates prohibiting large gatherings, and increased digital engagement are changing the game for entrepreneurs everywhere. With shelter-in-place procedures widely accepted, businesses must adapt and communicate early and often.
You’ve likely implemented changes and safety measures already, and you’re not alone.
People are getting a lot of emails right now!
Here’s everyone who’s emailed me their response to COVID-19:
- My family doctor
- Every spa I’ve ever visited
- My optometrist
- Every blog I’ve ever read
- All of the ride-share services
- Every hotel I’ve ever stayed at
- My veterinarian
- Every non-profit I’ve ever volunteered with
- My cable company
- Every sports arena where I’ve ever seen a match
- My electric company
- Every concert venue that’s ever sold me a ticket
- A college I never attended, though I did email them once to book a hall for an event
That’s just the last two weeks. It’s become a running gag on social media and the subject of a fair number of memes. If my own behavior is any indication, not a lot of those emails are getting read.
People are tired. We’re frightened, oversaturated and sick of hearing about it. You might find yourself asking, “So what’s the point of spending my time writing this content if my customers won’t even read the email?” Customers need to know what you’re doing during COVID-19.
The content isn’t the problem, it’s the method of delivery. There are three things it’s really important for your customers to be able to find:
- Your status. If you don’t tell people you’re still in open, they might assume you’re not, or tie up your phone lines trying to find out.
- Precautions you’re taking. Again, if you don’t tell clients what you’re doing to keep them safe, they could assume you’re not doing anything.
- New services. There’s a theme here, if you don’t tell them about services you’ve added in response to COVID-19, they won’t know they exist.
So, how do you update people without becoming more digital noise in their collective inboxes? Get them to come to you for information.Everyday, entrepreneurs need to publish a blog to ensure clients have the most up-to-date information, without feeling like they are getting spammed.
Give clients the option to get updates when updates are relevant to them. Links to the blog should be added to appointment cancellation confirmations, regularly scheduled newsletter, and social media sites.
A blog allows customers to decide when they get updates and ensures they always know where to find them.
In writing posts, make sure to stick to your area of expertise. “I’m not a professional content writer but I am an expert on pet care.” Craft posts about how your business can help customers through a time when they’ve suddenly found themselves in very different circumstances.
What should you blog about? If you’re looking to create some blog content tailored to your business, the age-old rule applies.
Write what you know:
Personal service workers (nail techs, stylists, trainers): Write tips and tricks for how people can best care for their investment without their regularly scheduled visits.
Chefs and Restaurateurs: Share little known dynamite flavor combinations or hold fun digital cooking/plating competitions judged by a pro.
Local daycare providers: Publish shopping lists and instructions for activities that inspire and engage children while their parents work from home.
Artisans and contractors: Highlight new certifications you’re getting, offer advice to protect antique/custom work, or solicit feedback on new trends in your industry.
Whatever you choose to include, make sure it’s informative, on-brand, and promotes your expertise and services.
Don’t already have a blog on your site? Branding Iron can add a blog to most existing websites starting at $300. Need help writing the content? We also have copy writers that can help craft your message. Call today for a custom tailored plan to fit any budget.
Bottom line is, you need to inform your customers about how you’re operating in the ever-evolving climate of COVID-19. But, how you do that matters. A blog is a great tool to educate and inspire. Done well, it will establish brand goodwill that your customers will remember. You can do this!