The COVID-19 crisis has disrupted everyone’s lives. While the situation is still evolving, business owners should recognize that marketing doesn’t have to stop, but it does have to offer new messages of reassurance and unity.

First, it’s important to know that print may well be considered an essential business in several states, unlike so many other types of businesses that have been shuttered. Print industry associations are working with local governments to ensure that businesses that supply printed products to those deemed “essential” can themselves be considered essential businesses. 

Whatever your local situation, now is the time to continue communicating with customers, prospects and employees. You want your brand to be perceived well. Consider the following types of messaging that can position you for the recovery:

Your situation is strong. Your message can be that you are weathering the storm and in it for the long haul. Your reputation is at stake, so make sure that everyone that’s on your newsletter and email lists, and via blogs and social media that you’ll continue to serve your customers now and when the crisis is over.

Your people are your family. Your reputation relies on quality work and excellent customer service, but it’s also grounded in how you care for your employees and what they think of you. The company rating site Glassdoor underscores how much people appreciate companies that are good to work for. Communicate to your workers you’re doing everyone to lessen the impact. They need the confidence to know you’re doing everything you can. They are your best advocates. 

To the outside world, your message can be that you’re a family pulling together in a time of hardship, that everyone is working to be kept safe and secure, and are following the health care guidelines set out by organizations like the Centers for Disease Control and Prevention. If you’re managing to provide special help to your employees, do so and make sure your community of vendors and customers is aware of it.

You’re still open for business. Your current customers need to be reassured you can supply their needs, in particular if they’re hard pressed themselves. Your message here can be that your own vendors are working with you to make sure you have the materials to supply your fulfill customer needs, and your team is ready to jump into action.

Continue all marketing methods. While the messages above should be made early on and repeated (with variations), you can and must continue marketing your business, even during these uncertain times. If the last economic downturn taught us anything, it was that those businesses that continued their marketing efforts bounced back stronger and faster companies that pulled in their horns. 

Here are a few more thoughts: 

• Don’t just  tell your customers what you’re doing, reach out to them and ask what you can do for them, or if you can give back in any way.
   
• Listen to your customers. Provide answers to their questions (without being self-promotional). Try to inspire stability and confidence.
   
• Use social media more than ever. This spring the use of social media almost doubled, and social channels remain a powerful means of maintaining your connections. Use video to bring the world into your shop, to see that you’re in business (but with the proper social distancing, of course).
   
• Add a banner to your website to let customers know how your operations may have changed, and offer messages of hope and stability as well.
   
• Be aware of new, unanticipated opportunities. While most all companies are impacted by the crisis, others are booming because of changes in customer needs and behavior. Keep your eyes open for these situations, be “sales curious,” and look for opportunities you may not have noticed before.

Register for Virtual Marketing Workshops to learn 3 key adjustments every marketer must make now in times of crisis like COVID-19, and deep dive into critical areas of your marketing foundation that you should turn your attention to in this time of disruption – specifically your brands unique value proposition, your marketing tools and your marketing team. In this series of Marketing Virtual Workshops we will help you do just that.

Christopher Hosford is editor at large for Target Marketing. Former editor-in-chief of Nielsen’s Sales & Marketing Management magazine, he’s covered all aspects of sales, marketing, and cutting-edge marketing technologies.