Users Long for a Sense of Online Normality That Has Already Been Taken from Them Offline
The surprise caused by Covid-19 and widespread fear has triggered crisis mode in many companies, which are now deciding which expenses to cut. Between lay-offs and budget reductions, there is one thing they cannot afford to do without: their customers.
Now that we are all at home, there have never been so many people online and receptive to being engaged through brands’ various channels.
Whether through websites, social media or email, consumers expect brands not to abandon them and to maintain a sense of online normality that has already been taken away from them in the offline world.
This is an opportunity to upgrade not only the quantity but, above all, the quality of contact with your customers.
What Should You Communicate During This Time of Crisis?
Most consumers are curious to know how brands are dealing with the Covid-19 crisis. How are they managing their human resources, how have they adapted their working arrangements, and even what emotional stance are they taking towards this situation?
With that in mind, it is important to communicate, placing greater emphasis on:
- Light, informative and highly relevant content;
- Not basing every topic on Coronavirus — we all know what is happening;
- Promoting services that are useful to the community;
- Showing an empathetic side, whether or not by creating a persona to respond to the situation.
There are many possible paths to follow, and the riskiest choice is to stop communicating. The moment we are living through is also an opportunity to build a strong connection between brands and consumers, creating engagement for a brighter future.
