Step 1: If you haven’t already done so, double check what’s happening on your existing digital properties.
First, review the online tactics you already use, and make sure key details are accurate and appropriate. This includes hours of operation, products and services available, marketing campaign messaging, and even contact information if team roles or your location have temporarily changed. Tactics to check might include:
- your primary website or campaign microsites;
- social media profiles and pre-scheduled posts;
- scheduled email or text messages;
- search engine local listings such as Google My Business and Bing Places for Business;
- search engine marketing (aka SEM or PPC) display or text ads.
Step 2: Consider whether or not there’s even more you can do.
Once you have confirmed that your existing digital footprint is accurate, respectful, and on point for the moment, consider opportunities for outreach and think about addressing any gaps.
Have you shared updates with your social media followers since the stay-at-home order went into effect? Even if your status updates are just friendly check-ins, the points of contact will likely be well received.
Perhaps it’s prudent to drop a quick line to customers and stakeholders on your email list. Have you claimed your business location(s) on the aforementioned services Google My Business and Bing Places for Business so you can round out your listing, add status updates, and ensure everything in the listing is correct?
Because this unusual event is evolving so quickly, it’s worth reevaluating all of the above every couple days. If you don’t have a dedicated marketing or communications point person, think about assigning this important responsibility to a team member with the bandwidth to take it on, if only until some sense of normalcy returns. Or consider engaging an external resource to help; chances are, you’ll find it was worth the investment.
Stay safe and be well!