How to carry out effective brand communication in times of COVID-19
Posted: Mon Dec 23, 2024 6:28 am
How to use Facebook Ads during the coronavirus pandemic? “Adapt or die.” Rarely has a phrase repeated so often over so many years defined the current situation so clearly. Perhaps too drastic, but it is clear that we are living in a historic moment in which adapting and understanding the context can lead us to strengthen our brand, connect more with our community and even reach new potential customers . Today we bring you some tips to achieve this goal in such a delicate moment as the current one. Ready?
Table of contents
New scenario
5 tips for effective brand communication
Don't stop communicating
Generate content
Get closer to your buyer persona
Be transparent when communicating your brand
Become the spokesperson for your sector
New scenario
The new scenario caused by the Coronavirus has affected the business reality of many companies, modifying their short and medium-term strategies. In this sense, Communication in the face of the COVID-19 crisis has become a key tool to connect with the public, but at the same area code malaysia list time it has been closely watched by users who, due to the circumstances, have begun to increase their use of social networks and, therefore, the reception of messages from brands.
In this new context, communication management has also experienced its own particular 'crisis' and in many cases has forced us to rethink our strategy. What was valid a month ago, at a time when users are leaving the product in the background and are becoming more interested in brand values and their content, forces us to reach users in a different way.
Therefore, adapting to the circumstances and impacting users with appropriate and effective messages and actions is more necessary than ever. Below, we present some tips to ensure that your Brand Communication strategy is successful in this new communication ecosystem marked by the Coronavirus.
5 tips for effective brand communication
Don't stop communicating
Don't interpret a change in strategy as the end of it. We are living in a historic moment in which communication is essential to keep the brand present and Facebook campaigns must focus on that during the Covid-19 crisis. While it is true that the predisposition to buy is lower, the attention paid by users has never been higher. Take care of your message and tone, keeping the editorial line marked, understanding the current context, but maintain active communication with your community.
Generate content
Do your part in the form of valuable content and Facebook campaigns so that your potential audience can better cope with the Covid-19 quarantine. It is a good time to produce graphic material that humanizes the brand and provides knowledge about the sector you are targeting. Likewise, content that involves users and generates conversation with them will be very interesting for creating a brand.
Through your social networks you can connect with users and find the most suitable channel or channels to adapt your content to different formats and present your products in a different way, from a more corporate perspective. For example, the fashion brand laagam chose to share the lessons it has learned over its three years through videos starring its own employees to inspire those who want to develop in the fashion, marketing and design sector.
laagam «Sharing Learning»
Get closer to your buyer persona
There is no doubt that COVID-19 has changed user habits. The complexity of the situation has caused us to question our interests, so don't assume you know your buyer persona . Empathize with them and establish deeper, closer relationships with your consumers that allow you to discover what concerns them and what new needs they have. In short, align yourself with them and create bonds.
To do this, contact some of your best clients directly or generate conversations through your social networks in which you obtain valuable information so that, in addition to generating content, it is interesting and valuable for the public. One of the most used tools these days for this purpose is Instagram stories , a simple and cost-free way to open a direct and personal communication channel with your community.
If you want to know more about what factors take part in the consumer decision-making process , we leave you here a very interesting previous post about how your client's mind works .
In this sense, the jeans brand Captain Denim has used its own factory to produce masks due to the lack of medical supplies in hospitals. An initiative with which, in addition to manufacturing 2,500 masks, the brand shows its commitment and closeness to its public by acting in the face of a situation that modifies, in a certain way, its needs.
Table of contents
New scenario
5 tips for effective brand communication
Don't stop communicating
Generate content
Get closer to your buyer persona
Be transparent when communicating your brand
Become the spokesperson for your sector
New scenario
The new scenario caused by the Coronavirus has affected the business reality of many companies, modifying their short and medium-term strategies. In this sense, Communication in the face of the COVID-19 crisis has become a key tool to connect with the public, but at the same area code malaysia list time it has been closely watched by users who, due to the circumstances, have begun to increase their use of social networks and, therefore, the reception of messages from brands.
In this new context, communication management has also experienced its own particular 'crisis' and in many cases has forced us to rethink our strategy. What was valid a month ago, at a time when users are leaving the product in the background and are becoming more interested in brand values and their content, forces us to reach users in a different way.
Therefore, adapting to the circumstances and impacting users with appropriate and effective messages and actions is more necessary than ever. Below, we present some tips to ensure that your Brand Communication strategy is successful in this new communication ecosystem marked by the Coronavirus.
5 tips for effective brand communication
Don't stop communicating
Don't interpret a change in strategy as the end of it. We are living in a historic moment in which communication is essential to keep the brand present and Facebook campaigns must focus on that during the Covid-19 crisis. While it is true that the predisposition to buy is lower, the attention paid by users has never been higher. Take care of your message and tone, keeping the editorial line marked, understanding the current context, but maintain active communication with your community.
Generate content
Do your part in the form of valuable content and Facebook campaigns so that your potential audience can better cope with the Covid-19 quarantine. It is a good time to produce graphic material that humanizes the brand and provides knowledge about the sector you are targeting. Likewise, content that involves users and generates conversation with them will be very interesting for creating a brand.
Through your social networks you can connect with users and find the most suitable channel or channels to adapt your content to different formats and present your products in a different way, from a more corporate perspective. For example, the fashion brand laagam chose to share the lessons it has learned over its three years through videos starring its own employees to inspire those who want to develop in the fashion, marketing and design sector.
laagam «Sharing Learning»
Get closer to your buyer persona
There is no doubt that COVID-19 has changed user habits. The complexity of the situation has caused us to question our interests, so don't assume you know your buyer persona . Empathize with them and establish deeper, closer relationships with your consumers that allow you to discover what concerns them and what new needs they have. In short, align yourself with them and create bonds.
To do this, contact some of your best clients directly or generate conversations through your social networks in which you obtain valuable information so that, in addition to generating content, it is interesting and valuable for the public. One of the most used tools these days for this purpose is Instagram stories , a simple and cost-free way to open a direct and personal communication channel with your community.
If you want to know more about what factors take part in the consumer decision-making process , we leave you here a very interesting previous post about how your client's mind works .
In this sense, the jeans brand Captain Denim has used its own factory to produce masks due to the lack of medical supplies in hospitals. An initiative with which, in addition to manufacturing 2,500 masks, the brand shows its commitment and closeness to its public by acting in the face of a situation that modifies, in a certain way, its needs.