We all look forward to reopening the economy but many businesses also face challenges in getting customers back to their stores.
For example, some consumers aren’t aware that they’re open while others are reluctant to shop in person due to safety concerns. As you’re busy preparing for reopening, don’t forget to share the updates with your customers so you can drive traffic to your business.
Design an Effective Marketing Communication Plan For Post-COVID Reopening
During this uncertain time, sharing the right message via the right channels can help you build relationships with prospects and customers while positioning your business as a trusted member of the community.
Here’s how you can design an effective communication strategy to share your reopening plan and attract customers back to your businesses:
Tap into Customer Sentiments
Many consumers are feeling overwhelmed and others are concerned about their health. Now more than ever, you need to understand how your audience feels about the current situation so you can set the right tone in your communications.
Find out your customers’ primary concerns by conducting a survey and asking questions on social media so you can create a shopping experience that instills confidence. Address your audience’s concerns in your reopening plan and marketing communications to show that you’re prioritizing your customers’ safety and peace of mind.
Add Relevant Information to Your Website
When you announce the reopening, customers will have questions and concerns.
Update your website with detailed information so you can direct shoppers to the right content. Important information to include on the homepage includes the reopening date, updated hours, contact information, and a link to learn more about your reopening plan.
Also, create a page dedicated to detailed information about the reopening, such as safety precautions, social distancing options, the use of face coverings, and other frequently asked questions (here’s an example.) Don’t forget to update this page often with the latest information as guidelines change and you make adjustments based on customer feedback.
Update Your Online Profiles
Many consumers search online for store hours so make sure to update your online presence, such as Google My Business, Yelp, social media (e.g., Facebook,) and other local listings to reflect the new hours.
Include links to your website on these online profiles so customers can learn more about your reopening plan. You can also post photos related to your reopening efforts, such as how you’re preparing for a new shopping experience or how you’re keeping shoppers safe to reassure customers and set realistic expectations.
Use Email Marketing to Reach Existing Customers
Leverage your subscriber list to let current customers know about the reopening through email marketing. Since they have purchased from you in the past, they’re more likely to return to your store.
Besides announcing the reopening, take a moment to express gratitude to your customers for their support during a time of uncertainty and reassure them that you’re exercising precautions to protect their health. Also, direct them to your website so they can learn more about your reopening details and safety measures.
Keep Your Customers in the Loop
Your day-to-day operations will likely shift over time as you adjust to the new normal.
You may need to make adjustments based on new guidelines or customer feedback and it’s important to let customers know about protocol changes, such as how you clean the store or how your staff engages with customers. This will help you set the right expectations and reinforce your customers’ trust in your business.
Implementing Your Post-COVID Marketing Communication Plan
From updating your website to crafting email announcements, there are many moving parts to coordinate. It’s important that you get the right support to drive traffic back to your store so the efforts you put into reopening your business will pay off.
Access the right talents to execute your marketing communication strategy by working with freelancers who specialize in email marketing, social media marketing, website development, and more. This will allow you to tap into the latest expertise while freeing you and your staff up to focus on preparing your business for reopening.
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