As the COVID-19 crisis evolves daily, small businesses around the world face a critical and uncertain time. With so much uncertainty, should you continue to communicate with your customers? Are they sick of emails from companies about the crisis?
I can’t reiterate it enough: keep talking to your customers!
According to a survey from the American Association of Advertising Agencies, 43% of consumers find it reassuring to hear from brands they know and trust during these uncertain times. Let them know what’s next for you and your business. They want to hear from you and support you — even if you aren’t sure what to say.
Read More: Business Flexibility During A Global Crisis
Here are 3 reasons why now isn’t the time to stop talking to your customers:
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Customer Loyalty is more Important now than ever before
It costs more to acquire a new customer than to keep an existing one. Customer retention and repeat business matter — especially right now.
As people cut back their spending on non-essential items, they’re unlikely to seek out new brands. Your best customers — that top 20% of repeat buyers — are the ones most likely to continue buying from you right now. Reach out to them!
You can use segmentation to target your top customers with updates and marketing communications. If you sell products that people buy on a recurring basis (cosmetics, health products, snacks, etc.), remind customers to repurchase. If you’ve moved your services or classes online, let your current customers know.
- People are looking for virtual options
With shelter-in-place orders becoming more widespread, people are looking for ways to support their communities without leaving their homes. For brick-and-mortar businesses, accessing that support can be challenging.
Businesses around the world are moving the customer experience online
->Restaurants and breweries are offering online ordering for delivery and curbside pickup
->Workout studios are streaming online classes
->Musicians are live-streaming concerts
->Museums are giving virtual tours
->Retailers are doubling down on eCommerce
If you can move aspects of your business online or improve your eCommerce customer experience, now is the time to do so. And let your customers know! They want to support you online — you just need to let them know how to do so.
Read More: Brick-And-Mortar Brands Must Adapt More To Survive COVID-19
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You have value to offer
Don’t underestimate the value of what you have to offer your customers and community. If you’re in a position to do so, how can you give back?
Thought leaders are giving away their expertise through free webinars and online education centers are giving away free courses. Fully-remote companies are sharing their experience and best practices working remotely. People are compiling lists of business and community resources for those most affected by the crisis.
If you have a business, you have expertise to share.
How can you transform that expertise into content that you can share virtually? Can you share recipes for a signature dish or cocktail? A “[Your Industry] 101” webinar? Sewing patterns for DIY masks? A list of resources that you’ve found helpful? Whatever your area of expertise, you have something to offer your customers and community.
You can (and should!) reach out to your customers right now — but you need to lead with empathy, humanity, and value in return.
Read More: It’s Time for Empathy (and Balance) at the Workplace
