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7 B2B Marketing Communication Tips During the Coronavirus Crisis

by | Mar 17, 2020

The Coronavirus pandemic currently has all of us in uncharted territory. The situation seems to be changing at an increasingly rapid pace and we’re all just trying to keep up. When it comes to your business, the goal should be clear, concise communications that provide useful information. 

Here are a few suggestions on how businesses should be communicating during this crisis.  

Be proactive 

People are looking for reassurance. It is better to over-communicate, as long as all information is true and relevant, than to go silent. 

Keep it simple 

Now is not the time for lengthy posts. Your focus should be on what’s important to your customers. B2B crisis communication should be simple and straightforward. 

Put people first 

Of course, we are all worried about the financial aspects of this crisis, but right now the focus should be information, providing help if possible, and the safety of clients and employees. That doesn’t mean you should stop doing business, just tone down sales rhetoric. 

Be accurate! 

This is especially important. Do not inadvertently pass along information that is untrue or inaccurate. Double-check every fact and don’t rush to publish something without making sure it’s factual first. 

Make information easy to find 

Contact clients directly through email and then post on multiple platforms. 

Track and measure audience response

Use monitoring tools to listen to your B2B customers and their response to any and all communication. Alter frequency and/or messaging if necessary. 

Stay positive – but truthful

You don’t want to add to any fears your customers may have, so try to be positive. However, you shouldn’t downplay facts or pass along false information.

The third point—putting people first—is especially important to us. Nichols is doing everything we can to offer help to our customers while keeping our employees safe. Have questions? Email me anytime at barmbruster@nichols-co.com.

Barry Armbruster - Partner | Owner | Creative

  • Resident B2B expert
  • First agency position in 1997, joined Nichols in 2002
  • Splits time between creative leadership and account service
  • Remembers every detail about clients and their businesses
  • Coffee connoisseur, music enthusiast and fair-weather runner

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