8 ways to engage your customers and keep your community strong during COVID-19
The Coronavirus (COVID-19) has spread globally and is affecting almost everyone, in different ways. Those that haven’t already been hospitalized are for the more part either quarantined, self-isolating or social distancing.
The virus isn’t only affecting our health, it’s affecting the economy too as people are staying home and spending less.
Less sales ➡️ less money for businesses ➡️ less jobs ➡️ less money to spend.
Because there’s no vaccine yet and because we don’t know to what extent COVID-19 will affect the economy, nor how long its aftermath will last, it’s a scary and confusing time for all of us.
But, we need to make the best of the situation. The worst thing you could do right now is to pretend like everything is normal and ignore the matter as it can come across as quite offensive. The Coronavirus has not only taken lives and put a strain on society, but it’s made people (your audience!) anxious, desperate and seek comfort. Not to mention the fact that having to stay inside your house is making people bananas.
So what should you do to engage your customers during COVID-19? Here are a few tips!
1. Utilize technology
There are so many possibilities with technology these days, as we’re sure you’re well aware. Were you planning an event? Make it virtual! Webinars and online panels are a great way to go – many businesses use them as default, even when there’s no pandemic.
2. Be transparent
Your customers know that the Corona crisis is affecting your business, and there’s no reason to hide that from them. Let them know if you’re struggling, for example if your deliveries are being delayed or if you aren’t making the amount of sales you need.
Here’s a notice from one of our French clients, Moa, to their customers. It essentially reads “Our web shop remains open. Our deliveries may be delayed, but we will continue to ship out orders.”
3. Unite your followers
In these scary times, people want to feel a sense of belonging, community and solidarity. Here’s an example of one of our German clients, Borussia Dortmund, that has created a hashtag and is encouraging their followers, fans and customers to share their involvement with each other.
4. Donate
If you can, donate part of your revenue to aid the situation to show your support. For example, to a hospital in an area that has been hit especially hard, like one of our Italian Flowboxers, Ixos, is currently doing. Ixos is donating 10% of all sales to the Niguarda Hospital in Milan, as well as offering a 10% discount to their customers.
5. Make online shopping more available
Extend the return time, offer free shipping and/or returns, add more payment options, extend your FAQ/customer support hours, give your customers a discount code (like Ixos is doing ^) etc. Anything to make it as easy as possible and boost sales!
6. Ask for help if you need it
There’s no shame in asking for help. Getting a human feel from a business is always appreciated, so ask your customers for patience and support, for example by encouraging them to make a purchase to keep your business alive or for employees to keep their jobs with a special discount code. Just don’t make it seem like you’re begging or trying to guilt your customers into making purchases.
7. Acknowledge the situation
If you don’t want to or can’t do any of the above for whatever reason, or if you just want to keep posting your usual type of content, a great way to go is by simply acknowledging the situation in your posts. Everything doesn’t have to be dead serious, but your audience will want to know that you’re aware of and not ignoring the situation. Here is a great example of one of our Swedish Flowboxers, namely Granit:
@granit: “Business as (un)usual. @merlemelli seems to have a cute little co-worker by her side at her office 🐈. Keep up the good work people! Share your home office pics to inspire and enourage each other ✨tag @Granit or #granitway”
Granit posted their usual type of content (= sharing UGC) whilst showing awareness of the situation in a harmless and positive way.
8. Focus on digital content & videos
Scrolling through social media and watching TV are two of the easiest ways to pass time these days. Needless to say, that’s what people are doing while quarantined or isolated and those are the platforms where you should be focusing your marketing efforts at this time.
For more information, contact:
Bianca Rior, Content Editor, Flowbox
bianca.rior@getflowbox.com
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