How Small Businesses Can Still Communicate During COVID-19
⌛ By Kaylin R. Staten ⌛
Many small businesses can still maintain operations during the COVID-19/novel coronavirus pandemic. While our normal ways of life and business have been disrupted, thinking outside of the box can aid small business owners as they still attempt to market themselves during this trying economic time.
All of us are facing information fatigue, from tuning in to daily press conferences in our states to attending webinar to glean new information.
Here are three ways you can still operate your business and utilize strategies and tactics during the pandemic:
Modify your products and services.
In simplified terms, depending on your type of small business, you could either still be able to work remotely or you’ve had to completely shutter your brick-and-mortar location. You could be struggling to figure out where to go from here in both scenarios. The important thing to remember is to pivot.
Figure out what your current and prospective clients need from you at this time. Can you continue with your standard services or products -- or do you need to get creative? If you’re in the professional-services industry, like we are, then you’ll find that many of your services are still very needed during this time. For example, we provide crisis communications services anyway, but these services have ramped up. If you’re an in-person business, think of ways that you can provide a similar service online. If you’re a beauty salon, then go live on Facebook every day (or at least frequently) to give some basic tips on quarantine hairstyles, how to manage your roots and how to give yourself a salon-style manicure and pedicure at home. Even if you can’t technically sell wares and services, staying at the front of mind will help you -- and your clients.
Do not oversell to the fear pain point.
As a communicator (and any small business owner), you want to keep doing your job and making money while you’re doing it. I’ve just seen so many companies and individuals using COVID-19 fears as a springboard into someone’s wallet. This one really gets under my skin. In every sales workshop and online course I’ve taken, you are taught to reach your ideal client where they are, including their pain points. It’s one thing to provide resources for free by reaching to people who are nervous about their businesses, personal lives and the state of the world. But, it’s unethical to use fear mongering to directly profit off of fear, anxiety, depression and the like. You can use COVID-19 messaging, but lead and sell in a place of compassion and grace.
That is why I am providing resources, both created and curated, for free during this time. I sincerely believe everyone should have access to these resources without a dollar sign attached.
Still release information to the media and your publics.
I have been seeing this question a lot. As communicators, should we still pitch stories to the media? My answer is: yes and no. The answer depends greatly on the type of items you are pitching. Obviously, if you’re on the front lines of this crisis, you are expected to deliver qualitative and quantitative data to the media and masses. If you’re a less-essential business, you may want to think about the communications being released in order to not appear to be tone-deaf, overly salesly or focused on things that do not matter to your target audiences. If you’re a nonprofit organization, still release information about your mission and what you have going on. Everyone has a connection to COVID-19 in some capacity. Just don’t forget to be empathetic to others and to the situation, especially when you’re asking people to donate funds to your organization. Be mindful that many people are not spending money freely during this time or are allocating their funds to the causes that mean the most to them.
Be sure to communicate consistently with your external and internal audiences. This could look like a quick text to a client to assess how he or she is faring and if anything is needed. It could also be an email blast to your different contact lists to provide a needed break from COVID-19 information overload and fatigue. The important values to remember are: compassion, empathy, and nurturing. I also think the pandemic has re-shown us the importance of being prepared with a crisis communications plan, as well as diversifying income streams and the importance of accurate information dissemination. Storytelling, both related to the pandemic and in forms of escapism, will always be needed. It’s our time as communicators to step up to the plate and really make a difference during this challenging time.
AND: Don’t forget to take breaks to achieve your own version of balance. We can suffer from information overload, too, so take time away from your remote work to recharge. If you’re quarantined with a loved one or a pet, take some time for a conversation or play session. If you’re alone, FaceTime with someone or work on another project.
Again, here’s the new resources page!
Kaylin R. Staten, APR, is an award-winning public relations practitioner and writer based in Huntington, WV with nearly 16 years of professional communications experience. As CEO and founder of Hourglass Media, she uses her compassionate spirit and expertise to delve into the heart of clients’ stories. She is a recovering perfectionist, mental health advocate, wife, expectant baby + cat mom and Leia Organa aficionado. Connect with Kaylin on LinkedIn.