Monthly Archives: March 2020

effective crisis communication strategy

5 Tips For an Effective Crisis Communication Strategy

 crisis communication strategy

 

An effective crisis communication strategy is necessary for any business.  Currently, the Coronavirus has businesses dropping to their knees.  With quarantines, store closures and event cancellations, these are unprecedented times.  Now more than ever, your business needs tips on how best to handle marketing during times of national crisis.

 

Below are five tips to help your business come up with an effective  crisis communication strategy

 

1. Have a Crisis Management Team in Place

You have to be proactive because you never know when a crisis could affect your business.  Designate a team that will be responsible for the communication that goes out to the public.  You want to appoint a few key executive people along with some marketing personnel.  If you don’t have anyone on staff with crisis management experience, then it makes sense to work with an outside PR agency.  You also need to pick someone to be a spokesperson that can work with any media or publications.  Just make sure they know how to handle any questions that may come their way.

2. Do the right thing by your employees

Your staff is looking for you to do what is in their best interest.  During a time of crisis, every precautionary measure should be taken, including the following:

  1. If staff can work remotely, let them.  If staff needs to communicate, there is no shortage of software to help.  Check out Zoom for video conferencing or apps like Slack or Skype.
  2. You may need to reduce your hours if you are a business that interacts with consumers.
  3. Create a wiki page for your business.  Include all essential information regarding the crisis, updated work policies and so on.  There is always misinformation during times like this and this can be your employees’ trusted resource to get the information they need.

3. Cover all channels of communication

You need to make sure you are hitting all the key communication channels to deliver information regarding your business.  Just like we mentioned creating an internal wiki page for employees, you should have a dedicated page on your website to post updates on how you plan to manage the crisis. Also be sure to take to your social media accounts and provide consistent communication via updates.  Be sure you are on the look out for any brand mentions and that you respond accordingly.  It goes without saying that during a time of crisis, you need to be on top of replying to your customers’ queries and complaints.  Ask for feedback on what they need and want too.

4. You need a contingency marketing plan  

When you are in crisis mode as a business, you need to review the current market situation and adjust your marketing activities  and budget accordingly.  In the current situation, some stores have to close and go online for now, some in the food industry will have to start offering home delivery etc.  Whatever it looks like for your business, you need to have a plan in place.

5. Minimize the spread of misinformation

Whenever there is a crisis, misinformation always rears its ugly head. Always evaluate the news sources you are choosing before disseminating information to your customers and/or making decisions.  Google is currently making it a point to crackdown on unreliable sources of info.

A crisis communication strategy is key

This current crisis is far from over.  As time goes on, the intensity will lessen but that is not the time to sit back and relax.  Review how your business did during this time and address where there could be improvements so that you are better prepared next time an unexpected crisis occurs.

boost facebook engagement

Five Quick and Effective Ways To Boost Facebook Engagement

boost facebook engagement

 

Knowing easy and effective ways to boost Facebook engagement is something every business could use if they are using this platform.  The key is to stay away from activities that Facebook views as “engagement bait” and stick to truly serving your audience.

Here are five easy and effective ways you can boost Facebook engagement levels

Use video content

Video is the hottest form of content and it’s not going anywhere.  Facebook has made it clear how much they value this form of content, so if you are not using video currently, it is time to jump on the bandwagon.

Native video (those videos uploaded directly to the platform) are the sweet spot.  According to Facebook, the highest engagement numbers are seen with these videos and those that are live can expect up to six times the engagement numbers.  So, copying and pasting your latest YouTube video is not going to get you anywhere. There are plenty of options when it comes to content for your video.   Here are a few ideas:

  • Company culture
  • About us video
  • Tutorial Videos
  • Behind the scenes content
  • Product demos
  • Announcements
  • Q&A videos
  • Customer testimonials
  • Live video

Use Your Fans’ Content

Social media is about sharing and one of the best ways to promote your brand is by showing how real customers are benefiting from the use of your product/service.  Look for brand mentions, videos, posts..anything involving positive feedback about your brand.

Make sure your visuals are on point

Visual content reigns supreme on Facebook.  Visuals can be accounted for much of the content on Facebook which goes to show you that people really do prefer engaging with images and videos over a plain text post.   With that being said, the types of images you post do matter.  You want to stay away from using stock photos or images pulled from elsewhere.  The sweet spot is to create your own.  

You want to strive to have your brand’s personality show through. Show off your products, or satisfied customers.  Just make sure your images are relevant, colorful, and high-quality.  If your photo skills are sub par, check out free tools like Canva and Adobe Spark.  In addition, visuals can be any kind of image (i.e. infographic, illustration, or any other visual).

Stay on top of comments and replies

When it comes to boosting engagement levels on your Facebook page, you have to stay consistent with it.  When people comment or reply on your content, you want to reciprocate.  People on your page want to be able to interact with your brand.  This is why your replies to comments will garner you more interactions with your followers.   This is a step you don’t want to miss.  People expect responses and will really be a game changer for your business if you don’t comply.

Include a call to action (CTA)

Using call to actions with your posts are a great way to push engagement.  This is not necessarily your typical “tag a friend” CTA.  Here are some CTA examples that will help push your engagement levels up:

  • Link to an event
  • Ask for a response on a topic
  • Link to content (i.e. Here’s The One Thing Every [person in your industry] needs NOW)
  • Link to an offer
  • Watch, view or play video
  • Email/forward to a friend

Here is a nice list of CTA examples to try out in your next post.

Boost Facebook engagement levels today

Social media is all about sharing and being social.  For this reason, it is essential to the success of your brand that you consistently seek to engage more with your followers.  The above tips are a great starting point for encouraging your audience to interact with you and your content.