How to Keep Your Digital Brand Fresh During a Disruption

Business around the world are adapting to a new kind of disruption. Brick-and-mortar businesses ranging from restaurants to museums are being hit with temporary closures and reduced hours. Healthcare providers are experiencing just the opposite impact amid the spread of COVID-19. If you are one such business being upended, it’s important to manage your digital presence even as your offline operations are disrupted. Here are two steps to take now:

Update Your Website, Socials and Google My Business Page

Update with need-to-know information such as:

• Changes in hours. Share your new temporary hours and make sure customers understand why there has been a change. For example, some retailers are opening later or closing sooner in order to give their employees time to restock depleted inventory. It’s also important to share the reasons for any change in hours so that customers understand that the change is either beyond your control (in the case of a change mandated by authorities) or done to serve customers more effectively. If your offline operations have been suspended, say so and say why.

• Changes in protocol. Many businesses are making temporary changes in how they operate, too. For example, retailers are limiting the supply of certain items to maintain their inventories. An outdoor venue such as an arboretum might keep its grounds open but close its gift shop and educational activities. A hospital might suspend its billing requirements for patients seeking COVID-19 treatment. Communicate all these temporary measures prominently and broadly everywhere people are looking online.

• Availability of online options. During the weekend of March 13-15, authorities in various U.S. states and municipalities either asked or mandated that restaurants and bars to shut down their storefronts. But technically many of those businesses remain open! They can still deliver food. If you are an affected business, be aware that your customers might not understand this reality that yes, you are still open online. Let people know about your online options. Promote any delivery offers and consider an online advertising campaign to amplify these offers.

Whatever you do, cover your entire digital presence consistently. Your website is your central hub, especially if you offer online ordering. But at a time when half of searches on Google don’t click through to your website, managing your Google My Business (GMB) listing is also crucial. That’s because when you change your GMB, those changes are reflected on every Google site people find you, including Google Maps.

Finally, as people practice social distancing and spend longer periods of time online, they’re going to be on social media more. Make sure that your socials are up to date.

Stay Engaged

Already many businesses affected by shutdowns are using social media to engage with their audiences. In the entertainment and education industries, organizations have rapidly shifted to offering services online via webcasting.

Engagement can mean many other things beyond updating customers about your operations or going virtual with offline operations. For example:

• Consider the role your company’s leadership can play sharing personal messages of encouragement via channels such as your corporate Instagram.

• Blogging and vlogging sends a strong message that your ideas are flowing even as your business is affected.

• Consider additional ways to engage with your customers, such as offering contests online and conducting polls.

• Socials may give all your employees a chance to introduce themselves and remind your audience that your people are as committed as ever to customers.

Of course, it’s essential to manage tone. This is a time for offering encouragement while also recognizing the realities of disruption. You don’t want to be tone deaf. But there’s a lot to be said for being an assuring voice.

Contact IDX

For more insight into managing your digital presence through strong communications, contact IDX.