Recent hurricanes have brought to light the impact large scale disasters have on local businesses. As a digital marketing agency in Tampa, it is our job to help our clients prepare for crises like hurricanes, especially when it comes to pivoting marketing communications ahead of and after the crisis. In this article, we’re providing a few tips to help business owners pivot their communications strategy the next time a crisis impacts our area.
Tip #1: Pause Scheduled Content and Reevaluate.
Pause your communications until you’ve had a chance to reevaluate your strategy for that week (especially social media posts, email blasts, and SMS). If you’re posting or sending communications before/after a crisis, make sure they’re relevant and sensitive to the circumstances. “Normal” content that was prepared in advance and scheduled for publishing could come off as out of touch or unsympathetic.
Tip #2: Only Post Content that is Helpful and Sensitive to the Circumstances.
Before a crisis, this content could include offering tips for preparing for the impending event, providing updates on the event or your response (such as adjusting hours or offering any relevant products/services), or simply offering best wishes for their welfare. After the storm, this could include expressing sympathy for those impacted and sharing resources in your area for recovery and support.
It is sometimes difficult to know what to say or how to express support during a crisis. This is one place a Tampa marketing agency is able to step in and assist their clients, with expertise in carefully crafting communication that is genuine and communicates the intended message.
Tip #3: Let Customers Know if You’re Closing or Adjusting Hours.
If you’re closing or changing your hours, let your customers know as soon as possible. This helps prevent any customers feeling inconvenienced by showing up to your place of business only to find out the doors are locked; alternatively, after the crisis has abated, customers may want to return to take advantage of your services, or support your business in the wake of the disaster. At a minimum, post your updated hours on your socials and update the hours on your Google Business Profile.
As a Tampa marketing agency, we have developed an SOP for our clients that includes these tasks as well as additional ways we can help.
Tip #4: Let Your Community Know You’re Thinking About Them.
Remember, you’re a member of the community too, and we’re all in it together. This could be as simple as a social media post or an email to your database, but make sure the message is authentic. No one wants a sales pitch at a time like this.
Tip #5: Communicate Ways You’re Able to Help by Utilizing Your Resources.
Figure out how to use your resources to help your customers before and after the crisis. For example, before Hurricane Milton, one of our clients offered pre-prepared meal deals to their customers to make a life a little easier for families prepping for the hurricane. They also opened after the storm, despite not having power, to give locals a place to get out of their houses and get a hot meal.
We have procedures in place to assist our clients with their social media communication before and after crises like hurricanes. As a small business owner, you have enough to worry about ensuring that your employees and business are safe and prepared. A digital marketing agency in Tampa can help you pivot your communication strategy, announce closures ahead of crises, and let the community know you care.
