Four things to keep in mind
1. Focus on how you can help them now
Stay in touch with current prospects. Ask if they need anything from you. Bring their attention to services that can help them in the meantime. For example, Social Planning Toronto lists mental health resources, potentially pertinent for family caregivers, as well as support for seniors during the quarantine. Come up with a list of helpful resources in your area and have those handy, to help people navigate the crisis as well as they can. Help people now, and they'll remember it later.
Patrick Boult of Greenhouse Marketing says, "Now is a good time to hone your listening skills. You really want to cover the prospect's needs." Amidst all the uncertainty that people feel right now, "you want to be their trusted advisor. Sometimes that’s all we can do, but this is also part of relationship building with them. Ask yourself, is there anything you can do to assist them." Reduce your relationship to the simplest level of one person to another, he advises. Ask them how they are, and get them to talk about their day.
In his webinar held through Our Kids Media, he lists 12 things you should know about your prospects. Keep these in your CRM or your personal notes, and you will be ready, when things get back to the "new normal." Watch Patrick's webinar now.
Seniors and families on your leads list will still benefit from close communication. Send them weekly updates as to how you are dealing with seniors in your care. Let them know how you’re adjusting to updates, and how you’re going above and beyond government directives, to ensure the safety of residents.
2. Collect good stories
Keep your ear open for story opportunities in your marketing. At the moment, you may be busy with more pressing internal matters, but take notes on comments and activity from within your community. Turn those into positive stories, later. How people in your community respond to the crisis will be just as important as any other messages coming out of the crisis. Remember that people who are alone now may be more lonely than ever. Sharing funny incidents or positive anecdotes in the midst of the crisis is the best message for prospective families and seniors.
3. Share a positive message with the broader public
The web makes it very easy to communicate and share. Some marketers may choose to comment on stories about the virus, to share an honest message about their success at avoiding an outbreak.
This might also be a time for communities to break down competitive barriers and work together (as we aspire to do on Comfort Life). We love this positive, honest story about retirement homes in Maryland implicitly recognizing they are all in the same battle .
We also love the "adopt a grandparent" idea from CHD Living in the UK. The story breaks the monotony of bad news. Media outlets are starving for good news stories like that right now.
Regardless of the outcome of the COVID-19 pandemic, families will need senior care in the future. Figure out as many ways as possible to publish the message that you are always the best place for seniors and senior loved ones.
4. Remember that it’s okay to be quiet
If your website says all you can currently say about the outbreak, it’s okay to stop there. We’ve all been inundated the last few weeks with information about coronavirus. Saying nothing is better than push marketing that's just out of touch.