How to build a post-COVID-19 communication plan in your company
In times of crisis, communication is an essential factor. To build an effective communication, you should analyse the current situation, look for important issues to talk about, use the right channels, become a resource centre and connect with the audience.
On the other hand, it is likely your plan’s goal is to generate awareness and leads, among others. For this, you can check our inbound marketing definitive guide.
Key tips to create your post-COVID-19 communication plan:
1.- Analyse your company’s current situation
The users and companies needs and goals have changed. What we knew months ago has changed, so, first of all, you must develop an analysis of your company’s current situation.
After identifying weaknesses and strengths, it will be easier to develop a communication strategy.
2.- Search current relevant conversation topics
It is important to search what main topics are being mentioned in the different channels (social networks, blogs, among others) for the following reasons:
–Offer relevant content to the target audience with added information that other accounts don’t provide.
–Identify other relevant issues that are not discussed and should be. In this way, you will be able to stand out from the competition and become a relevant company.
3.- Use the channels that best suit your business
It is important not using all the available channels; it is better to have fewer qualified channels. This will allow you to have more time to develop an efficient communication plan.
So, you should think about where your target audience is located, what channels they use when they are looking for information and/or news.
For example, if your company is B2B or B2B2C, we recommend using LinkedIn, as it is the largest platform for professionals. Moreover, according to LinkedIn, it is the number one social network for B2B lead generation. If you need more information about LinkedIn, you can check our LinkedIn Ads definitive guide.
On the other hand, you can also use other channels such as the blog and email. For B2C companies, social networks like Facebook and Instagram are usually optimal.
4.- Become a resource centre
Communicating relevant content is essential, but offering useful key tools will make a difference in your business. That’s why we recommend focusing your company as a resource centre. The tools can be guides, eBooks, online calculators, demos, discounts, among others.
Consequently, the value and reputation of your company will increase considerably. As an example, in our case, we launched a calculator to estimate the LinkedIn Ads ROI.
5.- Connect with the users
It’s essential to have a closer and natural conversation with the users. Do not forget to answer your posts’ comments, as well as doubts.
In addition, it’s also advisable to comment on other relevant posts that your target audience can be found.
6.- Ask your audience for recommendations
Finally, it’s positive to ask your target audience for feedback to find out if they like the content if they would prefer you to offer content about a specific topic, and so on.
The audience will perceive that you are concerned about their satisfaction. So, it will have a positive impact on your company’s reputation.
If you need to go deeper into the subject, we have created a free infographic with the steps to create a post COVID-19 communication plan. With the infographic you will be able to:
-Learning how to do it in a few steps.
-Opening your strategic thinking about the post COVID-19 crisis
-Building a long-term communication plan integrating the post COVID-19 crisisDownload Infography