Local businesses are increasingly important to the community, especially right now. Not only do local businesses provide services that members of the community may not be able to get elsewhere. Local businesses understand the specific needs of the community in a way that other organizations might not be able to. During this time, it’s important to make sure your business is taking the right steps to reach the local community.
Hyper-Localize Your Messaging
Your messaging is probably already targeted to the local population. However, now is the time to localize your messaging even more. Your customers need to recognize you as a critical part of the community: a connection they can appreciate and rely on throughout this time. Consider:
Using photo and b-roll footage that represents the community. Utilize footage and imagery from past events, your store, or even stock options that highlight the demographic you’re trying to reach. For example, your commercial could include photos and videos from previous campaigns that showcased your customers. Representing your community will help to further localize your messaging and connect with your audience.
Keep your messaging in line with current community updates and guidelines. As some areas of the country begin to reopen, it’s important to know the regulations of your state and what that means for your business. Your messaging should reflect the current updates and guidelines across your community, including your continuing efforts to keep your community members safe.
Partner with Other Local Organizations
Your community needs the support of local businesses. You have goods, services, and offers that can benefit your community. It's not just about making sales during this time, but about letting your community know that you're there for them. Consider how you can provide relief options or goods in partnership with another local organization during this time. For example, if your business is operating at a slower rate and you have supplies you can spare, like PPE or food, consider donating them to a local organization that needs them.
Reach Out Directly
Keeping in contact with your customers right now is incredibly important. As businesses begin to open again, having direct contact with your customers will help to keep them informed of the latest updates with your business and what they can expect. Try:
Sending direct emails to community members. Send out emails informing people of what you're offering the community that can assist those in need right now. Connect with your customers directly so you’re able to easily inform them of what you have to offer the community at this time.
Keep your customers informed about what's going on with your business. Your customers want to know how your business is managing right now. Consumers are becoming eager as states begin to allow businesses to reopen. Send your customers an email letting them know your plan for reopening, when they can expect to visit your business again, and how they should be prepared when they do.
Engage With Your Customers
Customer engagement should be a priority during this time, whether or not you're open for business. Remain active on social media and digital platforms, and continue to interact with your customers regularly. Your customers are relying on your business to provide a sense of normalcy as they navigate these uncertain times. Business looks different right now for everyone, but you can keep up your advertising momentum and keep your business top-of-mind within your community by engaging with your customers.
Right now it's important that your business focuses on reaching out and engaging your community. Not only do you want to be sure that you're keeping your customers informed, you want to provide them with the vital support they need as they navigate their next steps.