Marketing during a pandemic?
We have all been impacted by the Covid-19 virus. Regardless now is not the time to forgo your marketing efforts. In fact, at this time, online engagement is surging. This is largely a result of social distancing, and people want to remain connected. People are spending more time on social media and utilizing online resources than ever before. This offers real opportunity to reach your audience and provide them with information, interaction, positive thoughts, and valuable resources.
Your potential and current customers need to know if you’re still operational, what services you are now offering, how you’re adjusting your business, and how you can help. People want to be reassured that if they interact with your company or employees, appropriate protocols are in place.
What you should and can do:
Now is a great time to emphasize any online products, gift certificates, or delivery services you offer. With the isolation of staying home, people are also looking for solid resources and great activities to stay productive and positive.
Keep your customers updated on any changes to your operations.
Be sure to communicate any changes to your hours, services, safety protocols, or general operational updates that have been made via:
- Your website
- Post updates to your Google My Business listing!
- Email lists
- Online directories such as Yelp, TripAdvisor, Angie’s List, etc.
- Social media accounts
Don’t cut back on marketing!
A lot of small businesses are making the mistake of cutting their marketing budget to the bone or eliminating it entirely. This is good news for you, the entrepreneur because your marketing dollars will go a lot further as ad rates decline. Difficult times are when a business needs marketing. Consumers are restless and rapidly making changes in buying decisions. So, don’t quit marketing. As Henry Ford said, “stopping your advertising to save money is like stopping your watch to save time.”
People are spending much more time on social media now, so we have many clients redirecting marketing dollars to social media & search from their normal marketing tactics like their:
- Radio, fewer listeners due to fewer commuters
- Trade shows
Make your current customers your focus.
Happy clients act as “salespeople” for your business and share their experience with potential customers. These advocates provide much needed local support for businesses. Your customers may have the time right now to help your business.
- Share company updates on social media
- pro tip: I have a good friend that runs the best Italian restaurant in Bergen County that sent texts to friends asking us to share their social posts.
- pro tip: One of the best restaurants in Wayne has been posting live updates on Facebook and getting a ton of great feedback!
- Ask for reviews & testimonials
- Google has stated that new reviews, updates to profiles, and comments may not be seen as they have limited availability to review them internally as well. We would recommend having reviews posted to Facebook and Yelp! Once Google gets back to normal, you can ask for those reviews.
- Do you have a loyalty program? Maybe you should double it and offer new rewards. Don’t have one, maybe consider creating one.
- Sell gift cards! Offer incentives! Buy a $25 gift card and get a free $5 card.
- Reach out to your clients if possible and discuss how you can assist their businesses – in new and innovative or non-traditional ways.
- Put out offers or virtual consultations
- I’ve been on more Zoom video conference calls this week than ever, and they are very helpful in allowing us to conduct business in a reasonably “normal manner.”
Tools we use while working remotely.
- Zoom Video Conferencing – Allows us to see live video (can record as well) and talk to our team, clients, and vendors
- Slack: Perfect for quick chats with the team or engaged clients. We create a channel for each client
- Google Drive & Dropbox for large file sharing
- Vidyard– Quickly record videos and website sessions and get a link to share via email, text, or whatever.
- 8x8 VoIP Phone Services from The Tech Refs
Keep your aha! moment team updated and let us know how you’re doing and how we can help!
Stay tuned for more strategies and tips to keep your business adapting to the ever-changing market.
Stay safe and healthy!