In these disruptive times, it’s almost impossible to claim business as usual.
Once the crisis is in-hand, however, small business owners and startups will want to resume regular trading as quickly as possible. To best position your business for a strong recovery, you’ll need to retain your existing customers throughout this global disturbance. Most businesses won’t have money to waste on repairing or rebuilding their customer base.
Here are some tips to help you stay connected to your customers.
Communicate Early, Often, and Directly with Your Customers
This set of communication best practices is highly applicable in a crisis.
Frame your communication with empathy (as discussed in our earlier blog post How to Market with Empathy during a Global Crisis), and try to keep the tone positive and reassuring. It’s okay to communicate when you don’t have all the information—in this constantly evolving situation, that’s not something any of us are likely to have. Customers will understand if your message from one post is updated in another post a few days later.
People are understanding of businesses going through this crisis—particularly if your business seems to care about what your customers are going through in return. Provided you are vigilant about providing updates as things change, there’s no reason for you to pull back on communications.
If your business is in the hospitality industry, for instance, it’s possible you don’t have a mailing list. Make the most of your social accounts, but also take advantage of online media. A number of Melbourne cafes, bars and restaurants trying to stay afloat are offering takeaway, and are listed on Broadsheet’s Food & Drink section. This is an alternative way to communicate your business position with customers.
#2 Serve Your Customers, Don’t Sell
Consider what your customers really need right now.
A lot of people are feeling vulnerable and scared—an emotional state that can make advertising come across as cold and insensitive. In this time of global need, no one wants to feel like they’re standing in the middle of Times Square.
Your customers want to feel seen, connected, and reassured.
This is a strong way to preserve your relationship with your customers. Phrase your communication in a way that puts them first. While small businesses don’t have the resources to help people like some large companies, you can help to lighten the mood, focus on human storytelling, and make them feel connected to you and your brand.
Another way to do this is by acknowledging the dramatic change in your customers’ lives and rolling with it. The below Instagram post by retail business TM Lewin sympathises with customers being stuck at home but lightens the mood with their image and slogan. This serves as emotional relief, while still marketing their product.
#3 Support Your Customers with Content
How do you stay on your customers’ radar if you’re toning down your hard marketing? This links back to the previous point of serving their needs. With lockdown measures currently in place, most of your customers will have a lot of free time on their hands. Can you find a way to give them something to do, while staying on brand?
Consider ways your business can help in the everyday life of customers. For example, if you run a plant nursery, you could share videos of how to tend indoor plants. If you run a food or beverage company, you could share videos of how to cook with your products as ingredients. If you run a gym, you could record free workout videos to keep your members (and anyone in the broader online community) exercising while at home.
Another option is to host an event online. Facebook Live or Instagram Live are great for this. Instead of cancelling that new product launch or anniversary celebration you had planned, consider moving it online where your audience can livestream on social media. Not only will this engage customers, but show your business doing the best it can in difficult circumstances.
A good example of an online event replacing a physical performance is Isol-Aid. This online music festival was hosted on Instagram in late-March, featuring 74 Australian musicians who banded together in the face of cancelled tours, shows, and appearances. It offered music fans entertainment, and in return, exposed artists to new listeners.
#4 Make it Easy to Support Your Business from Home
Your customers will do their best to support you—but make it easy for them. Ensure your website or online store is user-friendly and up to date. Reward visitors for seeking out your business by offering them an incentive to make a purchase. Free shipping is very sought-after right now.
Gift cards are another option for businesses who can’t currently deliver products or services. This enables customers to support your business, providing you with immediate cash, while also ensuring they will return to your business for their product/service in the future. Gift cards are also a great present idea for anyone celebrating a special occasion in lockdown.
Going digital can also make it easy for customers to support you from their home. Personal trainers can offer virtual training, psychologists can deliver services via telehealth, and group training can be offered via webinars (see our ASBAS Digital Solutions program, now delivering state-wide digital business training online).
#5 If Possible, Make Cuts the Customer Can’t See
This won’t be feasible for all small businesses, but now is the time to ramp up your customer experience. This loops back to point #2, showing that caring for customers is more important than profit. If you must make cuts, do your best to ensure you customers don’t feel them. Now, more than ever, customers will gravitate toward businesses that make them feel safe and secure.
Times are tough, and small businesses and startups are being severely impacted. However, if you’ve got the ability to hang in until lockdown measures lift, focus on retaining your existing customers. Take the opportunity to support their needs and build even stronger relationships—and when the time comes to recover, they’ll be there to support you in return.
The Business Resilience program is designed to assist Victorian small businesses affected by COVID-19. Support includes free access to online workshops and resources.
Business Resilience Workshops
Eligible participants can attend free virtual workshops on topics pertinent to the impacts of COVID-19 on small business. This includes strategy and resilience, finance and technology, customers and marketing, human resources, and mental health and wellbeing. Visit our Business Resilience Workshops page for upcoming topics and booking links.
The Business Resilience program is delivered by Melbourne Innovation Centre and the Digital Solutions program.
