Is it inappropriate, insensitive — or worse, even obtuse — to market your business when we are grappling with the Coronavirus crisis? Or is it essential?
A very difficult question. As we shake our heads in disbelief at the spiraling changes in our lives, the rising anxiety is tangible.
It’s important not to increase angst. Leave the negative headlines for a future date; this is not the season for scare tactics.
Offer support and a (virtual) hand
Rather, this is one of those times – like 9/11 and the Boston Marathon bombing, where we need to come together and support one another. While a warm hug for a friend, neighbor or colleague would offer much-needed comfort, that’s not in the cards for the foreseeable future. But we can help one another through this.
Remember that customers and prospects are human beings first. The line between business and personal blurs during extreme times like these. This situation demands a personal approach — at a minimum, an inquiry into their circumstances and a sincere expression of compassion.
Technology can help counter the isolation and fill the void of personal interaction from “social distancing.” Surely, we’ve texted with family, friends and connections hunkered down at home, but let’s raise the bar, both personally and in business.
For business, online tools can help you work remotely or run digital events (thank you Diane Darling and John Jantsch for sharing these):
- Zoho Remotely has made their tools available at no charge through July 1
- Hopin is a great way to host a virtual event or conference and still have the feel of something interactive
- Other virtual tools
Set the future wheels in motion – with care
Review any scheduled blog posts, email newsletters and social media with a critical eye. You may elect to pause marketing for a bit or to continue — with deliberate sensitivity. There’s no perfect answer; those craving normalcy may welcome information unrelated to the crisis, while others may not be as receptive. Probably, as time goes on, there will be a need for some return to normalcy.
Utilize this time to focus on projects and development of business assets for once we’ve moved passed the crisis … client case studies, a business development plan or new offerings to help you build back your business.
Maintain balance at home too
As we adapt to lots of family togetherness, recognize that we each react and process information in our own way … some craving news, reading and watching the latest CDC updates and media briefings, reading every article and tuning in to myriad breaking stories. Others, particularly parents with children in the house (pretty much 24/7 now), are trying to cultivate a “new normal” that balances awareness with some semblance of routine, albeit centered around disinfectant wipes and no-holds-barred screen time.
Tap into the tech-savvy of the college student grudgingly back in their childhood bedroom. If online alerts are incessant, hand your phone over with a request to adjust alerts to strike a workable balance. Staying aware is important; so is maintaining mental health. And showing your kid that you value their skills is a deposit in the emotional piggy bank.
Keep the faith, wash your hands and be gentle – with yourselves and others. This too shall pass, and then we’ll be back to business.
If we can be of help in the meantime, please contact us.
Such good points, Nancy!
Thank you Jacqueline!