As we continue to grapple with the effects of the pandemic, brands need to be seen as socially, morally, and ethically responsible in these times. With reports of a second wave across the globe, businesses will need to look at more targeted and innovative approaches to doing business and communicating with their audience.
Authentic storytelling through leadership and socially responsible content is definitely the way to go. Over the past year, we have witnessed how brands and businesses have leveraged unique communication strategies to engage with their audience meaningfully. So how can brands control the narrative and engage meaningfully with their audience?
Leverage digital platforms
Before the pandemic hit, a lot of brands and businesses did not really value the importance of maintaining an active digital presence. Now, many brands are leveraging digital platforms and tools to connect with their clients, community as well as other stakeholders.
Businesses are using more interactive and innovative platforms to engage with clients. Now, there are more webinars, virtual meetings, and other virtual events than there were previously. Others are also partnering with communication agencies, brand influencers, and other digital experts to create digital exclusive content.
Create relevant content
Content-driven communication has become vital. From thought leadership, opinion pieces, conversations among others, businesses need to create content that will drive positive action. The focus of the content is no longer on driving sales but more about creating a brand recall in the minds of the customer. Understand what appeals to your audience and develop relevant stories that create an emotional appeal.
We need to play our part in driving brand engagement through relevant social responsibility content that informs and promotes social impact. Let people know how you intend to support brands during these difficult times? Are you using your platform to create awareness or providing certain packages or incentives to support brands or a targeted group of people? The pandemic has led to huge losses, but we need to show more resilience. Now is the time to show more empathy and concern for customers, staff, and vendors.
Relevant collaboration & partnerships
Now is the time to leverage more on collaboration. Through content-driven communication, we have seen how relevant brand partnerships especially between businesses and brand influencers have yielded great results. By tapping into each other’s resources and skills, relevant partnerships and collaborations will create more access to opportunities and create good PR for brands.