It’s only been a few weeks since the world turned unimaginable for us.
With the initial shock and horror fading and the eventual resignation that sets in even amidst chaos comes the inevitable question: what now? It’s true for individuals, and it’s true for businesses.
While there are already millions who have lost their livelihood, there are those who stand out with the ability to pivot and emerge with some semblance of their business intact. There are even those who stand to make gains in this uncertainty.
3 content marketing recommendations to implement now during the Coronavirus economic crisis
When everything’s changed, change how you are talking about your business.
While it’s clear that nothing is certain anymore, this much I know: Coronavirus is a reset button for our lives, our habits, our families and our businesses.
If you’re one of the lucky ones still focused on business growth, be grateful. But if that means you’re moving forward and haven’t pressed pause, do it now. When everything’s changed, you risk sounding tone deaf if you’re still promoting your products or services in the same way as before.
You need to communicate internally how your business has been affected already, how you anticipate it will be affected and what you plan to do about it. Hope for the best but plan for the worst. Be honest with your team and stakeholders, and you will be a better leader for it.
You also need to evaluate all your external marketing content that you have automated, scheduled or planned. Check every post and ad in your social media scheduler and any automated email marketing messages you’ve set up. Your customers have changed so the way you addressed them two weeks ago no longer applies now. Ask yourself what you need to post prominently on your homepage that leads to a whole new landing page with information.
Show up for everyone who needs you.
Much like our grandparents during WWII, now’s the time for everyone to pitch in. Businesses everywhere are evaluating their product or service and figuring out how to solve people’s problems now. Coffee vendors from Starbucks to local ones like Passion House are donating coffee to healthcare workers. A tie company, recognizing that no one needs a tie when they’re hardly wearing pants these days, pivoted and is now taking orders for N95 masks. Auto mechanics are donating face masks to nursing homes.
Figure out how you can help healthcare workers or serve everyone staying at home by entertaining them or providing relief or tools they need right now. Once you determine what that is, talk about that and only that. Again, talking about any other part of your business besides what everyone needs now will be at the risk of sounding tone deaf.
Now’s the time for a project
With everyone stuck at home and scrambling in their businesses, the good news is that the bar has been lowered for the level of professionalism you need to support your target market. Everyone’s getting scrappy.
My all time favorite band, The Indigo Girls, went live on Facebook for the first time ever last week, and 60,000 fans joined. The camera was flipped the wrong way, they lost their connection a few times and restarted, and I’m not even sure they had mics. But it was their largest concert ever, and fans were delighted. As one friend said, “They were so perfectly dorky.”
Now’s the time where you can throw together a course or a Zoom class and ask people to simply pay on Venmo. Just a few weeks ago, I would have said you need to set up your secure website for purchases, promote your product and spend months creating your course on Kajabi.
Figure out what you can offer and jump on it. You’ll help people now and you’re likely to build out parts of your business for the future.
Still need an idea? I’m offering one 30 minute free brainstorming session each day for small business owners. Click here to register.