How to stay relevant during the Covid19 crisis

Covid-19MarketingCommunicationsContent
Written By Concept Culture

With the Covid-19 pandemic continuing on at the forefront of our lives – personal and business alike, it’s fair to say that we are living in very strange times. We’re facing a worldwide crisis on our hands that is unprecedented, fast-changing and becoming ever challenging day by day.

After weeks of lockdown, as we scramble for some sort of ‘normality’ offline, organisations have been forced to review their external digital communication strategies. Staying connected with your audiences digitally online is the key to remaining relevant, during a crisis of a lifetime.

We sure had to do it ourselves. We’ve had to revisit, review and pivot a number of our planned built environment communications online during the ongoing public health crisis.

Your brand will be remembered for how you acted during the Covid19 crisis. How then do built environment brands appropriately navigate the current marketing and communication challenges during a pandemic? Recognising that we’re all in this together for a start. Here are a few recommendations that will help your built environment brand stay relevant using its digital communication channels to navigate an unparalleled crisis.

Be authentic, be empathetic, be human

It goes without saying that a global health crisis is not an appropriate opportunity for ignorant self-promotion, when tragedies are unfolding in communities around us. Instead, reveal the ‘human side’ to your organisation. This can be one way to engage and forge community with your audience.

Use social media to reach out to your clients, contacts and audience in a more personal way. Be thoughtful about your tone of voice. The last thing you want is for your brand to be remembered as tone-deaf.

Understand what your client’s pain points are, and how their businesses are changing. Lend a helping hand to guide them through the other side of this crisis.

Take this time to reflect on your story

Reflect on your organisation’s marketing and communication goals or on your business goals as a whole. Priorities may need to change. Crisis presents us with an opportunity to make the time to strategise our digital communications more effectively.

Now might be the time to consider:

Keep on top of your digital communication channels

Now is not the time for radio silence. Or else you run the risk that your clients, contacts and audience may not remember you and your services when they need you as we ease out of lockdown. Prioritise being ‘front of mind’ and be active on your communication channels.

Whether it be via a newsletter, a website news update or through your social media channels, in this unexpected time of social and physical isolation, clear and relevant communication matters.

Stay informed to stay connected with your audience

Things are changing by the day so it’s becoming more and more important to keep an ear to the ground for global and national industry updates. Avoiding faux-pas like these could help your brand or organisation’s communications sound more tuned-in than tone-deaf. 

Be selective and pick only from your trusted sources rather than constantly checking news pages and different social accounts. We particularly follow Archinect’s Covid 19 guide for architects and designers. 

Need strategic help with your digital communications?

And as always you can also reach out to us directly. We’d be more than happy to lend a hand (and a few creative ideas!), supporting your organisation to stay relevant as we navigate the Covid19 pandemic together.

You might find the below resources additionally useful too:

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