The human connection, one of our most fundamental instincts, has changed, maybe for good. The ways in which we communicate have of course been restricted, but we are still more connected now than ever. Isolation has brought out the best in technology, and it’s finally being used for what it was designed to do: to share ideas and bring people together. In such bleak times, it is paving the way for an integrated-digital age, post coronavirus.
Like people, businesses must now evolve and adjust. It is a sea-change moment for society, and businesses cannot afford to stand still. People appreciate and remember brands that tackle adversity head-on. Also, they do not forget the ones that hide.
This is an opportunity for businesses to grow and set the standard for digital connection, while obeying the guidelines of self-isolation. Here are 3 ways your business can do just that.
Make A Digital Difference
People are taking greater notice of that extra mile. Social-distancing is in full-swing, but businesses need to stay in touch with their customers, now more than ever. The best way to do this is through their online presence; to do this effectively makes all the difference. Every business says they care during a crisis, but those that show it make the strongest impression. It really is a case of actions speaking louder than words, especially in a pandemic. A generic and lifeless email from a CEO telling you how much they care is not enough. Businesses need to engage customers through innovative and digitally-driven ways.
Take Burger King France, who tweeted a picture of the ingredients needed to make ‘Le Whopper’ from home. A simple use of social media, but it made an impact on customers craving what they can’t have – Burger King feeding appetites through digital care. Or Nike, making its Training Club app – which streams workouts, training programs and expert tips – all free to use. Understanding customer circumstances is vital, and displaying social conscience is a great way of making your brand memorable for the consumer base. The best way to achieve this? Consistent, relevant, simple, imaginative content via online platforms.
Take Care of Your Workforce
Engaging employees and keeping spirits high are essential. The workforce is as valuable as customers, and should be made to feel involved in the business, as if they were at work as usual. ‘Working from home’ means the only possible way to achieve this is through digital means. Digital Agency AKQA came up with the idea of a ‘WFH radio station’, to try and maintain some feeling of connection. Jessica Day, who works at the Melbourne branch, came up with the idea to keep AKQA’s network and its employees linked up. She said: “It’s easy to feel isolated when working from home. We wanted to give our teams a way to hear from and interact with their colleagues.” Be it timetables, virtual lunches or work drinks via Zoom, businesses are preserving the spirit and energy of working environments, using the digital tools in front of them.
Adjust and Prepare for the Future
Accepting change is one thing, adapting to it is another. Adjusting your business to new digital ways of functioning is all-important in this challenging period. As consumers are stuck at home, the demand for digital consumption has soared. According to an EConsultancy survey, 91% of UK marketers predict an increase in the use of online services because of the outbreak. This leaves businesses all over the world at a cross-roads: adapt or risk being left behind. For some, the disruption is manageable; for others it can be disastrous. Those that can adapt their service to meet online infrastructures should do so.
One industry leading the way is beauty and cosmetics. Beauty brand NuFace has transformed its service, replacing in-person house calls with virtual ones via Zoom and FaceTime. Doubling their Instagram content – including tutorials and demos – they have seen sales rocket and comments on posts rise by 20%. The success of digital consumption is a taste of the future. A McKinsey survey, shows that almost a quarter of US and European consumers expect to increase their spending via social channels in April 2020 – those already adjusting to these demands are in pole position. Managing this period of enhanced digital business is the perfect trial for something that is likely to stay when coronavirus eventually fades. Businesses that are struggling need to act quickly. It is still not too late.
Getting to grips with your digital presence can be tough, especially in light of what’s happening in the world. If you have any questions about improving your business online don’t hesitate to get in touch with one of the team at Mint Content!
