March 26, 2024
Photo by Alexia Peytoureau, SEO consultant who can help you communicate in times of crisis.
Table of contents hide
1 Why should we not stop communicating in times of crisis?
2 You must adapt your communication in times of crisis
(article originally published during the coronavirus lockdown)
Crises are part of life. Companies get scared, stop all smalaysia whatsapp pending and it's quite understandable: no one knows what tomorrow will bring.
But is it a good solution to stop communicating , to hide in a corner and wait for it to pass by praying very hard to God, Allah, Buddha or Grandmother Foliage (each to their own beliefs)?
What if it was time to learn to delegate ?
I'm here if needed!
Why should we not stop communicating in times of crisis?
Very bad idea to stop all communication if we take up the maxim of Baron de Rothschild, "buy when there's blood in the streets" .
"Buy when there is blood in the streets." (in French)
The rest is even "even if the blood is your own" .
The Baron began his fortune by buying after the panic that followed the Battle of Waterloo.
Today, the Rothschild family is arguably the richest on the planet with a fortune estimated at over $2 trillion.
You are told that the economy is at a standstill, but that is not really the case. Some will take advantage of the crisis to come back stronger once the storm has passed.
And you should do the same!
I am not telling you to invest at all costs like our dear Baron, but simply to be ready for the end of the crisis which could last for many months.
In order not to disappear
Imagine a brand suddenly stops communicating. If it's Coca-Cola or Apple, maybe it won't lose too many customers (and even then, nothing is certain).
But if it's the small local business that was launched recently, I wouldn't bet on its ability to bounce back once the crisis has passed if it stops all communication with its target...
To avoid losing customers
Furthermore, every business has competitors. If your number 1 enemy continues its communication or even strengthens it, it has a good chance, not only of not losing customers, but also of stealing some from you!
Because it's the best time to communicate!
Between us, when everyone is stuck at home, working from home or on technical unemployment for an indefinite period, what does everyone do all day long?
Ok, some people work. But many are bored. They hang out on social media, they have time to read blog posts and white papers, watch videos, train themselves…
Finally, it’s a good opportunity for you to communicate about your business !
You must adapt your communication in times of crisis
So obviously, you're not going to communicate in the same way as in normal times and act as if nothing is happening.
Stop advertising campaigns to come and enjoy discounts in your store. Forget articles about spring weekend preparations.
On the other hand, if you are an e-commerce company, communicate about the possibilities of ordering online , keep your target informed of the delivery options and possibly offer free shipping to encourage purchasing.
Selling beauty products? Post articles and social media posts about self-care at home.
Are you a tourism professional? Communicate about your difficulties and encourage people to postpone their trip rather than cancel. Take the time to correct your blog articles already online and share them on social networks by offering people a window of escape from their gloomy daily life.
For everyone: get ahead of your content ! This is not the time to falter and it is better to prepare for the recovery rather than to drop everything, go and wallow in your couch and watch Netflix all day.
Take the example of the Petit Bateau company. I made a LinkedIn post about it, don't hesitate to go read the full case study of Joptimisemonsite :