Communication strategy is of great importance for companies today. The research conducted by ZPP shows that the current economic situation is negatively assessed by the representatives of the SME sector 62%. As much as the 76% business owners are worried about the current situation. In a crisis situation, the communication strategy will largely determine the fate of many companies. Those entrepreneurs who have noticed that the key to survival is a calm, consistent brand voice and open channels of communication with customers may feel winners. Is your company in this group?
In the past few months, the daily lives of consumers and brands have completely changed due to the Covid-19 pandemic. We all live in a new reality today. Now, more than ever, brands need to be creative and embraced by them communication strategy needs to show consumers support during this stressful time.
Communication strategy and its role in times of crisis
Although the situation in the world and in the country changes day by day, we have already "got used" to the pandemic reality. Various reactions to the existing situation can be noticed not only among people, but also among companies. From chaos, falling into depression and paralysis to optimism, orientation towards change and looking for new opportunities. The crisis may work to your advantage Your company or against you. You do not believe? History shows that many great inventions were created precisely because of crises and / or the need for real change. Nuclear bomb, penicillin, car, internet, and simple things like bottled water. Fast adaptation to change is essential to generating great ideas at these special moments in history. The company's communication strategy must also keep up with it.
In the midst of the huge information noise, try to extract the information that your customers are publishing.
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How does the adopted communication strategy affect customers?
Strong brands always try to stand out with spectacular campaigns, innovative products and great promotional campaigns. What distinguishes them is also a communication strategy based on constant emotional involvement in contact with consumers and focusing on creating relationships in order to build brand loyaltyand thus in the long run - to enhance its value. - The period of the epidemic is associated with difficult emotions for everyone - this applies to both employees and clients - says Marcin Nowacki, psychologist and business coach. - Companies wishing to minimize these difficulties should focus on providing clear information. An evidence-based communication strategy will not further aggravate unpleasant emotions. Consumers will appreciate the simple and well-founded messages that they are often dumbed down with divergent and negative information - concludes Nowacki.
Engage social media
About the social media they always provide effective ways to communicate with audiences, everyone could see. Even those companies that had to temporarily suspend their operations in the initial periods of the pandemic. A communication strategy based on continuous contact with the community of your clients is always the best solution. Questions she should answer tailored communication strategy current realities, including: how can a company show empathy to clients? How to maintain brand awareness despite specific circumstances? How to continue building loyalty despite the crisis? How do you show consumers that your business cares about them? How to show that the brand supports them?
Communication strategy in practice
Regardless of the situation, the communication strategy has certain rules that always apply. One of them says that you should communicate with your audience on a regular basis. Nowadays, if possible, even an increased presence on the Internet is desirable. If probably Your customers have been using the web for a long time, with a high degree of probability, it can be said that they now spend even more time browsing social media, searching for solutions from Google, or reading articles on industry websites. Regardless of the content of your publications, it is worth intensifying your activities.
During the "before the epidemic", over 46 thousand people were published on Instagram in just 1 minute. entries. 571 new pages were created on the web and 188 million e-mails were sent. In the midst of the huge information noise, try to extract the information that your customers are publishing. By identify their needswhat they believe and feel. Let your communication strategy draw on and use this knowledge to build commitment and trust in your brand. Regardless of the crisis situation, your brand message content should use the right insights, understanding what motivates your consumerwhat are his priorities in life and what are the daily challenges he faces today.
– The communication strategy during the crisis should focus on what is most important for the consumer at the moment. First, you need to identify whether it is, for example, the security of purchasing, the availability of goods, or maybe the time of delivery. With this knowledge, however, the focus should be on empathy rather than creating sales opportunities - suggests Bartosz Zieliński, an expert from Commplace.
Pro-consumer communication, i.e. what?
No matter what stage of the "battle" you are in with the effects of the epidemic, your communication strategy should be based on transparency. Communications to customers should radiate peace of mind. Without a doubt pandemic it is a difficult period for everyone, but there is still room for business and promotion. People have not lost interest in consumption. They have only become more cautious about spending. Your communication strategy, based on communicating to people how your services and products can help them get through the pandemic, will pay off. This specific time will end sooner or later. Then those customers you managed to keep, thirsty after a long break of "bread and games", will be twice as likely to use your offer again.
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