HOW YOUR SMALL BUSINESS CAN SURVIVE THE CORONAVIRUS PANDEMIC IN NIGERIA
I’m currently writing this from Lagos, Nigeria. We have two clients in the sports industry and one in the health industry so believe me when I tell you that I’ve read more than 15 articles in the past 24 hours on the growing pandemic and it’s taking the coffee on my table to help me stay so calm.
However, I do understand that coronavirus in Nigeria is nothing compared to Italy, UK and China. If my predictions are right, by the end of today we would probably be coronavirus free in Nigeria as most people have tested negative to the virus. Regardless, this is a sensitive time for businesses around the world and our economy. It is therefore important during this time that business owners are having open conversations and content curators are getting the right advice.
In this article, I have highlighted three essential things to do for your small business to survive the COVID-19
- READ, READ, READ!
Now imagine a content marketer creating a copy for your travel business, sports betting company or health company without even knowing the severity of the coronavirus, its impact globally and the facts about what has happened in Nigeria! As business people, this is the time to ensure that anyone creating content for your company is an experienced professional. You don’t want anyone making coronavirus jokes with your logo on the creative design! No way!
It is weird, isn’t it? I start almost all my articles asking people to seek knowledge and deep understanding constantly. It’s the only way to truly thrive as a creative person.
All that creativity means nothing if you cannot prove the reasoning behind certain actions to a brand. It’s our number 1 watchword at Image Boosters, you must be able to back your talk. At our agency, you cannot walk into the office to speak on a topic you have little knowledge about, we’ll probably spend 30 minutes schooling you (by this I mean arguing about who is right or wrong).
2. BE MORE SENSITIVE
You see, I could write that you need to wash your hands more often, use hand sanitizers, stay away from public places and self isolate if you do feel like you’re down with symptoms especially 14 days after coming in from another country, but i’m hoping that at this point, you know this.
I’ll therefore focus on the importance of brands being more sensitive with design and communications materials this period. KFC received serious backlash for running an ad campaign on “Finger licking”. Hershey corporate communications team ensured that the advert which shows people hugging and shaking in public places, was pulled down.
I hope that this gives some context to brands. When the world is sensitive, your messaging HAS to be sensitive. And like I love to say, if you have nothing to say, you do not have to say a word.
3. STAY ONLINE
I was looking at the analytics of our clients this morning, it’s what I do every friday, to ensure growth and quality on all campaigns and copies. I was beyond shocked to see that the impressions and followers on about 3 accounts had increased rapidly. Our content team attributed it to the quality of content we’ve been testing out recently and the updates on the coronavirus to the audiences of these 3 brands involved. But to me, it meant one thing, people are spending more time online because they want updates! My screen time on my phone has increased dramatically and so has that of a few people I asked around while writing this.
What am I trying to say? Stay online. Keep engaging with your audience. It is distasteful to try to leverage something as sensitive as coronavirus with crazy hashtags just to get increased impressions.
You do not need to hack the algorithm, people are online! Speak to them!