We’re all feeling the impact of the COVID-19 pandemic as individuals and business owners. In this unusual time, communication is more important than ever before.

You have to ‘over-communicate’ to your customers to help them navigate changes, especially if your customers are also businesses. They’ll be feeling the impact of the current global changes in different ways.

Content is the medium that will help you relate to your customers while providing them with information and support. And in this post, we’ll explore how you can add content that helps your customers know everything they need to navigate work during COVID-19.

Update your business information and policies

One of the first things you should inform your customers is whether you’re operating or not. Create transparency and share information on whether you’re working with your full staff or if you have reduced capacity.

Also, send email updates on policy changes. Let customers know if you’re offering discounts, payment extensions, or how cancellations will be managed. These are some basic types of information you need to provide right away so that your customers know what to expect.

Google is making it easy for businesses to update their listings on its Google My Business platform. Make sure you update your work hours and facility availability to keep customers informed.

Finally, if you’re handling physical objects and directly interacting with customers, it’s a good idea to share details about work hygiene practices. In this situation, the more detailed and relevant information you provide, the better.

Provide resources to B2B customers

Many businesses that have had a minimal online presence will now need to enter the digital business space quickly. For other businesses with virtually no online presence, they’ll have to have a major overhaul and develop new ways of working.

If you have customers like these, the best thing you can do is provide them with information that helps them work online. It serves you too since you’ll ensure that your customers can still operate.

Here are some types of suggestions you can make:

  • Website building tools and tips. Using a CMS platform like WordPress can be a significant aid to people with virtually no coding experience
  • Payment applications and gateways that allow them to collect payments and make payments on any platform
  • Communication tools for internal and external reasons
  • Comparison guides to choose tools
  • SEO tools like Google Analytics and others
  • Content creation and management tools such as headline analyzers, G Suite for file storage

When you make recommendations that help your customers get online, you’ll have a chance to build processes in your business relationship that lead to seamless transactions. When you and your customers are using compatible platforms, matters like payments, order processing, and other matters become easier.

Focus on community building

With self-isolation and social distancing the norm, the need for community is greater than ever. It’s a good time to build your brand community and to foster a sense of togetherness.

There are a few practical ways to do this.

Build a membership platform

If you don’t have a membership site already then you should start one as soon as possible. An online community that centers around your brand and products is a long-term effort. It brings your audience together to create quality discussions and content that provides helpful information.

You can create forums or discussion boards and make topic themes ranging from general discussions to a specific product or industry issues.

Offer a means to connect with other people can help your customers feel like they’re part of a larger group sharing the same concerns. This will boost their relationship with each other and with your brand overall.

Boost your social media efforts

With most of your audience active on social media, it’s the perfect place for you to scale up your engagement activities.

One of the best ways to do this is to use visuals in the form of images and videos, especially live ones.

When making your visual content, avoid making obvious marketing content. Instead focus on emotions, values, and wellness material. There are studies that show that video content is highly effective when it comes to improving people’s emotional wellbeing.

Featuring how your business is working during these times and highlighting your commitment to your employees and customers will be powerful messages that win customers over.

Unilever’s homepage featuring an image and text highlighting environmental care

Many business brands, teaching institutes, and even more public organizations like zoos are leveraging social media to keep people connected. To stay on top of your social media content, use content calendars and a social media management platform like Hootsuite to help.

Content can support customers during COVID-19

When making your content to address the pandemic-related issues, try to be empathetic and appropriate. Collecting feedback and listening to your audience will help you do this well.

Use form tools to create surveys and ask your customers for feedback at key touchpoints.

When you listen, pay attention, and show empathy in your content, you’re bound to strike the right chord with your audience.

The COVID-19 pandemic is likely to impact businesses and people for a long time. It’s essential to create helpful content that answers the need of the present-day situation. There are several immediate and effective steps that you can take and we’ve highlighted several of them. Use them to make your connection with your audience stronger so we can all grow together.