1) Fear is not the answerDigital marketers and entrepreneurs who capitalise on fear to gain traction and sales should humanise their marketing message. Fear is the last thing your existing and potential customers need during these uncertain times. Focus on conveying empowering messages instead. Highlight values that promote solidarity and hope. Sowing fear is neither an ethical nor a sustainable way to build a loyal clientele.
2) Sugarcoating is unnecessaryEveryone knows the extent of the damage the coronavirus pandemic has caused. If your business is undergoing difficulties, explain your situation clearly and honestly. There is no other way around it and it's not just you. We are, after all, on the same boat. If you have a continuity plan in place, it is best to tell your customers right away to assuage their fears.
3) Don't miss the silver liningsWhile difficulties are indeed present, as earlier mentioned, this pandemic is a huge wake-up call for businesses. Your resiliency is being put to the test and you are suddenly required to unleash your resourcefulness and creativity. Many company owners are also coming to terms with their strengths and weaknesses, hoping to amplify the former and remove or improve the latter once the dust settles. Doors may have closed on you because of this virus. But who knows how many more will open after the world recovers?
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