Staying Connected After Natural Disasters: Digital Marketing Tips for Small Business Owners

As small business owners, we know how critical it is to stay connected with our audience on social media. But when disaster strikes, like the most recent Hurricane Helene tragedy, the priorities shift dramatically. For many of us here in NC, the impact has been personal and professional, with businesses being disrupted, family homes damaged, and lives uprooted. At times like this, it can feel impossible to focus on anything beyond survival and recovery.

But as you rebuild, keeping lines of communication open with your social media audience can be an important way to maintain your community and keep your business going.

Let’s explore how you can approach digital marketing and customer communication in a way that is sensitive, supportive, and helpful after a natural disaster.

Acknowledge the Situation with Empathy

One of the first things to do is let your audience know that you see them. It’s essential to take a step back from regular business-related posts and shift to empathy-driven communication.

Instead of business as usual, post a message on your social media channels or send out an email acknowledging the impact of Hurricane Helene. Keep it simple and heartfelt, like, “Our thoughts are with everyone affected by the storm. We’re here if you need anything.” This small gesture lets your audience know that you are human, that you care about their well-being, and that you’re not just focused on bookings and sales at the moment.

Keep Customers Updated About Your Business Operations

Hurricane Helene might have disrupted your business, and your audience will want to know how they can continue to support you or when they can expect you to be back in full swing.

Use a variety of digital marketing - your website, social media, and Google My Business -to provide real-time updates. If you’ve had to close your doors temporarily or adjust your availability, make sure these changes are clearly communicated across all your digital platforms. Posting a pinned announcement on social media and adding a banner to your website homepage are easy ways to keep your audience informed.

For example:

- If you’re experiencing delays in shipping, say so.

- If your physical location is closed but your online store is open, share that news.

- If you're hosting a fundraiser or supporting a local recovery effort, highlight that!

Being transparent with your audience will build trust, and they’ll appreciate knowing what’s going on behind the scenes.

Use Social Media to Maintain Personal Connection

People are naturally turning to social media for updates, information, and connection in times of crisis, and your business can play a supportive role in that space.

This is a great time to show the human side of your business. Share behind-the-scenes updates, whether it's photos of your team helping with recovery efforts, or a simple post about how you’re navigating the situation personally. Social media stories or live updates on Instagram and Facebook can give your audience real-time insights into how you’re handling the aftermath of the disaster.

When customers see you actively engaging and providing meaningful updates, they’ll remember that connection down the line.

Offer Support and Useful Resources

In times of crisis, your social media audience may not be looking to buy, but they’ll definitely appreciate any support or helpful information you can offer. If you have local connections or know of resources that can help your community, don’t hesitate to share them.

For example:

- Link to disaster relief organizations.

- Share local updates about clean-up efforts, supply drives, or places where people can get help.

- If it fits your business, you can even offer tips on disaster preparedness or recovery for the future.

Providing value beyond your products and services strengthens the relationship with your audience and shows that you’re there for them in more ways than one.

Adjust Your Marketing Campaigns Thoughtfully

If you had pre-scheduled marketing campaigns, now’s the time to pause and review. Sending out a “50% off” email or a high-energy promotional post during a recovery period can come across as insensitive. Take a step back and adjust your emails to fit the current climate. Maybe a discount on products isn’t the right message, but offering free shipping or flexible payment terms can be a great way to show understanding and provide a little relief.

You can also use this time to plan for a thoughtful “reopening” or “we’re back” campaign. As the community begins to recover and businesses reopen, focus on coming back stronger and more connected than ever. Plan to share your journey of rebuilding, and when the time is right, celebrate getting back on your feet with your audience.

Build Community Through Kindness

In times of crisis, people remember acts of kindness. Now is an excellent opportunity to engage in community-first initiatives. Maybe you can partner with local businesses to donate a portion of sales to hurricane relief efforts or offer discounts to those affected by the disaster. If you’re able to give back in some way, even a small gesture can leave a lasting impact on your customers.

You can also encourage your online community to share their experiences or stories of resilience. Highlight how your customers or neighbors are helping each other, and create a space for positivity and connection in the midst of recovery.

Don’t Forget About Social Listening

Social listening means paying attention to what your audience is saying, even if you’re not directly involved in the conversation. After a disaster, people will be sharing their experiences on social media—many looking for support or answers. Use this as an opportunity to step in and help where you can. You don’t need to be salesy; just respond to someone’s post with, “We’re thinking of you, let us know if there’s anything we can do to help.” Responses like these can make all the difference.

This small engagement keeps your brand active and relevant without pushing for transactions.

Conclusion

Staying connected with your social media audience after a disaster isn’t just about maintaining bookings and sales—it’s about building trust and fostering relationships in a time of uncertainty. By approaching your digital marketing with empathy, transparency, and community-focused efforts, you’ll be able to stay in touch with your audience in a meaningful way, even as you rebuild.

Remember, your customers will remember how your business made them feel during this difficult time, so lead with compassion and genuine care! ❤️‍🩹