Empathize with your Audience
No matter if you are a small business or a large corporation, your messaging needs to change in a crisis. Be it a Hurricane, something we are all too familiar with, or a pandemic like we face now, people are adversely impacted.
Companies messaging has to show some level of empathy. If you are a small business owner, you are most likely in a similar position, and you should be able to relate to how your customers may be feeling. Use your social media and email lists to let people know your thoughts on what is happening and how you want to help. Reach out and connect with organizations looking for help to help those who need it most. If you can help and have the means, do it, not to promote your business, but because it is the right thing to do. Your business will benefit as a bi-product of you helping others.
Focus on Helping and Educating and Less on Sales
Pivot your marketing and social posts to focus on resources and information that are helpful in the situation your customers are experiencing. See if you can repurpose or change some of your messaging into a tips video or article. The broader point is that you are trying to help people, show them what your company is doing. Keep selling, but also provide information that can help people.
Don’t Be Afraid of Giving Back or Being Creative.
As a small business, we are all limited as to what we can “give back.” In reality, many need the help that results in others giving back. The key is to find ways you can give back on a local level; maybe it is as easy as promoting something on your social account that helps the community or and organization. Could you make a donation based on each purchase during the crisis? These are just a couple of examples. Be creative with the resources you have.
In the end, try to be part of the solution. Small business is the backbone of this country, stay strong, stay positive, and show people you care.