How to Keep Your Business Visible During Crisis

When a crisis hits, staying visible and relevant can feel overwhelming.

But here’s the thing—your business doesn’t need to disappear because times get tough. Staying visible can help build trust and loyalty when your customers need it most. So, how do you keep your business in the spotlight without being tone-deaf? Let’s talk strategy.

1. Stay Transparent and Authentic

The first rule of crisis mode is to be real with your audience. People can spot insincerity a mile away, especially in tough times. If you’re upfront about what’s happening, whether it’s delays, changes in service, or simply adjusting to new circumstances, your customers will appreciate the honesty.

Communicate Frequently. Use emails, social media, or blog posts to keep your customers updated on how your business responds. Don’t go dark—silence can be misinterpreted as neglect.
Show Empathy. Acknowledge the situation and show that you understand what your audience is going through. You’re not just a business; you’re part of the community, too.

2. Offer Value First, Sell Second

During a crisis, people aren’t just looking for products or services but solutions to their immediate challenges. This is where value-driven content comes in.

Share Helpful Tips. Create content that genuinely helps your audience navigate the situation. This could be advice, resources, or even how-to guides relevant to your industry.
Freebies and Discounts. If it makes sense for your business, consider offering free resources or discounts to lighten your customers’ load. For example, if you’re a fitness coach, offer free home workout tips.

3. Leverage Social Media (The Right Way)

Your customers are likely to spend more time online during a crisis, so meet them where they are—on social media. But remember, this isn’t the time for complex sales or tone-deaf marketing.

Engage with Purpose. Could you share posts that resonate with what your audience is feeling right now? Keep the conversation going, whether uplifting stories, helpful resources, or just checking in on your community.
Go Live. Hosting live Q&A sessions or updates is a great way to connect in real-time. It shows that you’re present and ready to engage directly with your audience.

4. Keep Your Paid Ads Relevant

If you’re still running paid ads during a crisis, ensure they’re sensitive to the current context. There’s nothing worse than seeing an ad that feels out of touch when people are facing challenges.

Adjust Your Messaging. Review your ad copy to make sure it reflects the situation. You should tweak the tone and offer or pause specific campaigns if they no longer make sense.
Focus on Retargeting. Could you target people who already know your business? Retargeting ads tend to cost less and are more likely to convert because these audiences already know you.

5. Maintain a Consistent Presence

Out of sight, out of mind. Don’t let your business fade into the background because times are tough. Even if you can’t operate fully, keep showing up for your audience.

Post Regularly. Keep posting across your platforms, whether blog content, social updates, or newsletters. Consistency builds trust and ensures your brand stays visible.
Schedule Updates. If managing content is too time-consuming, use scheduling tools to plan posts. It keeps your feed active without adding to your workload.

Keeping your business visible during a crisis doesn’t mean you must be aggressive with your marketing.

It’s about being thoughtful, transparent, and genuinely helpful. When your customers see that you’re there for them, even when times are tough, they’ll remember it when things return to normal. At TechSteps, we’re here to help you navigate these challenging times with strategies that keep your business front and center, no matter the circumstances.

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