This year has been tricky for all of us. Save for a few select industries that benefited from the pandemic — i.e., health products and entertainment — everyone else is scrambling to adapt and thrive, or at least keep their heads above water. In this article, we’ll share how new brands can protect their digital reputation during a pandemic or crisis.
Still, the COVID-19 crisis presents us with opportunities that may not be available for at least another decade when all of this is over. Many of the world’s most iconic companies started during a recession, after all. That said, it can be claimed that today is as good a time as any to start a business and build a brand.
Thriving During COVID-19: How Brands Can Protect Digital Reputation During Crisis?
Having a solid digital marketing strategy is crucial these days. With stay-at-home orders and widespread lockdowns taking place all over the globe, people are consuming more digital media than ever. Suddenly, traditional media like magazines, billboards, and posters aren’t getting the viewership they used to.
Online marketing levels the playing field for everyone. Small businesses that can’t afford to buy placements on billboards and buses are given the same online platforms as more prominent brands. This allows them to disrupt the market even with more modest resources.
And at the core of every digital marketing strategy is your digital reputation. Every piece of marketing you do – every social media photo, blog post, and email – should contribute to building a good digital reputation.
Your business’s success depends on how your customers perceive your brand. So, how, exactly, can you protect your digital reputation as a new business during a pandemic?
How To Protect Brands Digital Reputation In A Pandemic
1 Promptly update your listings to brands crisis reputation protection
A pandemic usually brings shorter business hours and unexpected lockdowns. Some countries even implement business curfews to discourage people from leaving their homes.
As a customer, the last thing I want to experience is the long drive to a shop only to find out that it closed early because of limited operations. As a company, that’s a straightforward way to lose customers.
If you’re a new business, remember that your online listings are constantly updated. Ensure the hours displayed on your socials, Google business page, and website are accurate. If you have a limited menu because of supply chain issues, announce it online to avoid disappointing and inconveniencing customers.
Failing to do so could make your brand seem lazy and unreliable. And the only way to build a good digital reputation is to foster trust among your clientele.
2 Publish informative content. – viral
You can take control of the online narrative by posting hyper-relevant, informative content if you can find a way to relate your products and services to the struggles entailed by the pandemic, that would be even better.
What’s more, taking the time to craft educational posts is a great way to have a chance at going viral. How many albums and infographics containing safety announcements and health tips, have you seen on social media lately? Chances are, there’s plenty. Relevant content is more likely to be among family, friends, and colleagues.
3 Look after your staff to protect brands digital reputation during pandemic
It’s essential to look after your staff during tough times like this. You’ve probably heard of horror stories about staff reporting to hazardous workplaces and being decrease if they don’t comply. Usually, these fiascos end up with consumers calling for a boycott of the offending company.
Optimize Your Website and Social Media Profiles
Ensure that your website and social media profiles are optimized for user experience and search engines.
- Website Usability: Make sure your website is easy to navigate, mobile-friendly, and fast-loading. A user-friendly website enhances customer experience and supports SEO efforts.
- Update Social Media Profiles: Keep your social media profiles up to date with current information, operation hours, and how you’re adapting to the pandemic conditions.
- Showcase Customer Testimonials: Share positive customer stories and testimonials that highlight the strength and reliability of your brand.
Implement Strong Crisis Communication
During a pandemic, a robust crisis communication strategy is vital.
- Prepare in Advance: Have a crisis communication plan ready. This should outline how to communicate with your audience during different types of crises.
- Communicate Proactively: Share updates regularly. Whether it’s changes in service delivery or new safety protocols, keep your audience informed.
- Be Consistent Across All Channels: Ensure that your message is consistent across all platforms. Inconsistent messages can create confusion and damage trust.
The Bottom Line
Building a business during a pandemic is tough. But if you do it right, you’ll be able to take advantage of unique market conditions and disrupt the industry you’re in. The tips highlighted above will help you build and protect your digital reputation. Finally, in today’s digital climate, how you present your brand online could make or break your business’s success.
