When dealing with unprecedented times, proper planning and prioritisation of activities can help reassure, organise and protect your brand and team. Businesses will be under incredible pressure operationally over the next few months and communications should be prioritised – I’m sure we don’t need to tell you. We have collated a helpful list below of the 7 comms you need right now.
Have you implemented something unusual or innovative? We’d love to hear from you @NarrativeComms.
Quick, consistent internal communications
Think about implementing Whatsapp Groups or quick messaging tools such as Slack, Blink or Cliq to keep your deskless workforce in contact. Your internal communications needs to be consistent so that staff feel reassured and that your management team are coherent and leading the team through this time. Your internal comms should be informed by official statements and advice however, blend this with your own brand’s usual internal style: your team will be missing the social elements of sharing an office and so aim to keep morale up and maintain the connections within the business. At Narrative, we will be implementing a newsletter to share advice about working from home, R&R tips, training and learning opportunities, sharing good news and achievements, and maintaining the high quantity of memes shared on the team’s Whatsapp Group.
A persona map
This is for internal use and could be invaluable to your company throughout the next year. When writing a marketing strategy or designing a campaign, personas are used to bring your segments to life and educate yourself and your teams about who you want to talk to, what they care about and what will make them care about your brand. When the external or internal environment changes dramatically, it is essential to revisit your target personas and assess the impact of those changes on each segment and how this will affect your marketing and messaging to these people. Speak to as many people within these segments as you can to get accurate information about how they are coping and how their lives have changed in response to the crisis.
Relevant email marketing to customers
We are all being inundated with email marketing from every brand who has our email address telling us about their precautions and changes to their businesses during this time. Make sure your email marketing is relevant: cancel all email marketing which is superfluous at the moment. Your market will be thinking about the virus and their own business or lifestyles, not necessarily your product. Everyone is looking for education and authentic opinions; this can work well in your customer communications over the next few weeks if you can create content which informs your audience or educates them using experts in your industry. It’s a great way to align your brand with authenticity without direct sales messaging.
Webinars and video content
As more people work from home and are isolated from social contact, video messaging and webinars will become more valuable. The tech needed to stream or record a webinar is minimal – you can even do this on a mobile phone – so it’s a great opportunity to practice and experiment.
Live Chat If your call centre needs to be evacuated, pressure can be relieved from those working from home, or the effects of reduced resources over the next few months, by introducing Live Chat on your business’ website. This allows customers and prospects to get in touch quickly and efficiently and is easily managed by your internal team on desktop and mobile apps. Small subscriptions do apply but the benefits outweigh the costs.
Social media content planning
As with our email inboxes, our social media feeds are filled with news, advice and conflicting opinions which are impacting morale for both your team and your customers. Use your social media posts to educate, inform and entertain in equal measure. Keep your content on-brand and avoid becoming a doomsayer or sharing posts from unreliable sources as this will not only be unhelpful but may also be dangerous. It’s a difficult balance to post content which is relevant to your brand and your customers, whilst avoiding every post being about Corona virus or looking like you are carrying on as normal without a thought for people’s changing circumstances.
Consistent is key. Creating a toolkit for your staff to use will help to ensure no matter who your customers or suppliers speak to, they get a coordinated and considered response. We recommend a script or cheat sheet is distributed (or held on a shared server or intranet) to staff which covers what they should and shouldn’t say to stakeholders. This should be revisited every few days by the comms lead to ensure it is up to date and on-brand.
If you need support with any communications (including secondments to cover gaps in your internal resources due to illness or isolation) we are here to help you. Email Aimee on firstname.lastname@example.org
This post was created on 17th March 2020 Under the category Blog