Positioning For A Comeback
As governors across the country start planning for the three phases of reopening for business, small business owners may feel overwhelmed. What does reopening look like, how do we protect our customers and our employees and how do we still get our brand in front of people? At ASMM Digital we are asking many of the same questions. The one that we can answer though, is how to position yourself for the comeback, how to use your digital marketing to get your brand in front of people in a way that is meaningful for both you and your customers.
Start With Transparency
We encourage you to start with transparency. Share your business’s story with your followers on Facebook, LinkedIn, Instagram and Twitter. Let people know what you did with your time during social distancing and how that affected your business. That does not mean being a Debbie Downer, complaining about all that went wrong. Instead, thank the clients who stuck by you even in crisis. Apologize for things that went wrong due to being short staffed. Show your human side.
One of the best examples we saw of this was in Mexican restaurants after Cinco de Mayo. This year, Cinco de Mayo fell on a Tuesday, that means, it was Cinco de Mayo on Taco Tuesday during a pandemic. Needless to say many restaurants were completely overwhelmed with take-out orders and many customers were frustrated.
Several local Mexican restaurants did a phenomenal job of being completely transparent with their customers. On social media they posted apologies explaining that they were busier this year than any year in the past and they were short staffed because of the pandemic. They asked for forgiveness and in return received kudos from their customers. Better still, many of their long-term customers shared their posts and asked people to come and support their favorite Mexican restaurant because of this transparency.
Many of our clients are finding this same willingness to step up and share posts when they create posts talking about the difficulties that they have faced. A local realtor recently posted on their page that in January they were poised to have the biggest year of their career. They had more listings than ever and were in the process of helping more buyers than ever. But due to the pandemic they have found themselves floundering. The message could have sounded negative but they went on to talk about some of the improvements they have made in their processes that will help them sell more houses than ever when life returns to normal. This post ended up being one of their most successful social media posts ever. It received likes and comments, but more importantly, it was shared over 11 times.
Please keep in mind that creating a message like this is not always easy. Before you post, have several people look at your wording to make sure you are getting the right message out there or work with a copywriter who can help you create the perfect message.
Show Empathy
While transparency is our number one priority for positioning for a comeback, we encourage you to also be empathetic in all that you do both in real life and in social media.
For example, auto mechanic shops in Maryland do not have to wear masks while at work. While this is the guidance from the state, consider what your customers are telling you. If they seem shocked that you are not wearing a mask, decide whether you should have your front desk staff wear masks to make sure your guests are comfortable.
On social media, no matter your political stance, this is the time to show empathy to your customers. Consider that everybody is handling this time differently. While you understand the importance of reopening for the survival of your business, many people see businesses opening as a danger. Use your social media to show what you are doing to keep people safe. Use video to give them a behind the scenes look at your new cleaning routine. Give them a look at the hand sanitizer you place beside the register, the stronger soap you have in the staff bathroom, and your staff in their masks.
Don’t forget your employees. Too often companies spend so much time focusing on their potential customers they forget the danger an unhappy employee can present to their business. Before you call your staff back make sure you communicate all of your new precautions and that you listen to their concerns. We encourage you to ask questions like are you feeling safe about coming back to work, do you have any concerns we should address about your safety, would you like to be part of our safety team and make suggestions for how we can keep our customers and staff safe and healthy. Showing you empathize will go a long way in keeping your employees happy. An unhappy employee can wreak havoc on your business.
Be Responsive
ASMM Digital was built on responsiveness. We created our digital agency to go beyond posting on social media for our clients by responding to every comment, share and review for the companies we work with. We understand that it is in responding that companies show their human side, build loyalty and become a brand people want to support.
Now more than ever, responsiveness is important. Customers have questions. They want to know what your hours are going to be, what has changed and how you have adapted. But they are also lonely. They have been stuck inside and have missed human interaction. Your responses on social media help them to see they are not alone. By responding, you show your customers you care and caring is the beginning of any good relationship. Without these relationships, you will find it hard to build a community. With them you can build a community that helps you amplify your message.
Let’s go back to our earlier example of Mexican restaurants. When you look at the message of thanks and apology sent out by Cinco de Mayo, a mexican restaurant in Westminster Maryland, you will notice that there is a real sense of community in the responses they received. People said:
“What? My order was two minutes EARLY! Everything was as ordered and VERY delicious. You rock!”
“You guys are all Amazing!!!!!” and, a day after Cinco de Mayo,
“Tried calling for over an hour, never got through. But I just got through and will have my Tacos today!”
Remember To Breath
Without a doubt, reopening is going to be stressful for small business owners. We are going to have to work harder than ever before to make our businesses a success and plan for what is being called the “second wave.” But with a community behind you, it will be easier. Using your social media correctly now, can help you build a community that not only survives the next wave and thrives for years to come.
For help with your marketing prior to reopening, please reach out to the team at Ann’s Social Media & Digital Marketing. Call 443-679-4916 or email ann@asmmdigital.com.