With millions unemployed and all industries across the country suffering from the fallout of the COVID-19 virus, there is a lot of uncertainty in these unprecedented times. Businesses are struggling to find a new norm, but with the multitude of hurdles, it may feel like it is difficult to know where to start. So, where do you go from here? How do you get your message out there? And how do you make that message resonate in a world filled with fear and social isolation?
The answer is an easy one: be there for the people. With countless people afraid of what the next day will bring, they are online like never before, making sure they are up-to-date with the pandemic and entertaining themselves via social media. You have to reach them where they spend most of their day -- online. But that isn’t enough, you have to reassure them they aren’t in this alone. Empathizing with your customers is the key to building trust.
Best Way to Reach Your Audience
The best possible way to reach your audience to let them know that you are there for them is through the virtual scene. If you didn’t have a strong internet presence before, now is the perfect time to start. Even before the pandemic, we were living in an era where people were dependent on technology. But with the country and the rest of the world still largely under quarantine, people are glued to their devices now more than ever.
At the end of March, websites such as YouTube saw a 15% increase in usage since the first reported death from COVID-19 in the U.S, whereas Facebook saw a 27% increase in activity. (Sources: Apptopia and SimilarWeb). What better way to promote your message than with social platforms that have had more usage than ever before!
Large media organizations also have had stark increases in viewership since the dawn of the outbreak. The New York Times, Washington Post and CNBC have increased monthly viewership from between 50-100% in the United States (Sources: Apptopia and SimilarWeb). More people have their finger on the pulse than ever.
Empathy, Empathy, Empathy
The most important thing any company can do is be transparent and empathetic. While companies are scrambling to adapt surrounding this chaos, millions of people are under quarantine, scared and uncertain of what the next day will bring. Whatever your brand, your customers’ thoughts and opinions must come second to none. Level with them. Let them know you understand what they are going through and are doing everything in your power to help them through this trying time. After all, we are all in this together.
“One of the most important things you can do on this Earth is to let people know they are not alone” - Shannon L. Adler
The Obstacle is the Way
Knowing where and when to reach your audience in the virtual space can help give you the advantage you need to begin to recover from COVID-19. As business owners, you know that obstacles will always be in your way. However, it doesn't matter the size of the obstacle, but how you view it and react to it, all while keeping your composure.