Confusion Reigns SUPREME at the moment…

Millions cast out of work. Scores of businesses scaled back or closed. And, perhaps most troubling of all, no clear idea of when all of this will blow over.
On top of that, those businesses still in operation aren’t sure how to conduct themselves (perhaps you included?). This is especially true when it comes to marketing and communications.
And as a business owner, you’re likely asking yourself…
Do we clam up? Pretend like nothing’s happening and charge ahead? Aim for somewhere in the between?
Meanwhile, choosing the right option with so much uncertainty, confusion, and raw fear is a TOUGH call to make.
In terms of clamming up and waving the white flag as far as marketing and communications goes, I’ve already outlined why this is the wrong move here and here.
So, what’s the alternative?

It’s Time to PIVOT!

What exactly does that mean?
In short, shifting your typically sales-oriented marketing strategy toward a crisis focused, help-driven, and resource minded marketing strategy.
How, exactly, do you do this?
A fair question. And in answer, here are five steps to help you pivot toward a crisis-focused marketing + communications strategy…

Acknowledge the Crisis

Pretending like nothing is wrong and charging ahead with your “business as usual” sales-driven marketing approach is, of course, the height of insensitivity.
Now, that doesn’t mean you should completely eliminate your sales messaging. But that messaging needs to be framed in context.
Meaning, your messaging needs to… Acknowledge what we’re all, collectively, facing a pandemic scale health crisis with the power to claim tens of thousands of lives, not to mention the source of an enormous economic disruption.
And then… Presents your services as part of the solution to the challenges your clients will eventually face as this pandemic portion of this crisis is resolved, and the economic fallout takes center stage.

Become a RESOURCE

Your services have value. And you should continue to underscore this fact to your clients. But it’s equally important to provide the resources your clients are desperate for given the current situation.
Your constituents are filled with the roiling fear and anxiety that uncertainty and confusion breeds. To help assuage those fears, while reinforcing the value your services provide, present yourself as a resource.
In other words, be the man (or gal, as it were) with the “answers” your clients are desperately seeking.

Stockpile Relevant Resources

To have the answers your clients are demanding, it’s imparative that you’re dialed into real-time news and updates.
Undoubtedly, you have an eye on news relevant to your industry. Keep that eye peeled, and collect and catalog links to that news for distribution. Make a daily habit of checking in on the latest happenings, taking notes, and sharing relevant info with your clients accordingly.
You’re likely signed up to various industry newsletters and trade publications. Collect and catalog relevant info from those sources for distribution, too.
Also, sign up for daily Google Alerts to gather any updates you might have missed, along with any relevant industry-specific long-tail data on the topic.

Ramp Up Your Communication Channels

Website — You have a website, right? (RIGHT???) Post a note on your Home page acknowledging the crisis, along with an email signup form inviting visitors to subscribe for regular updates on the crisis.
Email Newsletter — Do you have an email newsletter? If not, it’s time to get rolling. And if you do, now is the time to swing this tool into action. Set up a regular distribution schedule and share the resources you’ve gathered. Also, if important news breaks relevant to clients, send a special update.
Social Media — Is your business active on social media? If so, share the same resource you’re distributing via email on your business’s social platforms. This is also an ideal space to engage clients and prospects in discussion. Ask your audience how they’re feeling… What are they worried about? What are their concerns? And how can you help releave their anxiety?
Pick Up The Phone — Reach out and “touch” your clients and prospects. Not with the intention of “selling your wares,” but to check in. Again, start by acknowledge the crisis. And of course, inquiring about their well-being and safety. But also ask about their circumstances as it relates to your services. Reference your email newsletter, and offer to add them to your list as a means to stay abreast of breaking updates. And remind them in a gentle, friendly, and supportive fashion that you’re here to help.

Stay Connected

Most importantly, don’t go silent. Keep your communication channels active. Keep the information flowing. Continue to pick up the phone. And always, always, always remind your clients — whatever the medium — you’re here to help.

Need Help Launching or Managing Your Communications Efforts?

Don’t have an email newsletter or struggling to manage what you have? Need help with a social media strategy or managing your social platforms?
I’m here to help! Let’s chat: 310.466.7893 | ryan@ryananys.com