How to Market During the Pandemic
From copulative in our relationships to running our small businesses, COVID-19 has changed the way we live, work and socialize. I do feel fortunate that my family and I are healthy and safe, and I’m trying to find the positive opportunities altogether of this.
That’s why I recently shared an clause called “How to Pivot Your Small Business Strategy During the COVID-19 Crisis”, on our website.
I am also hearing from many small business owners who are questioning whether or not to stop marketing during COVID-19. That clause showed entrepreneurs how to market during the pandemic, including ways to create a crisis marketing scheme and to:
- Help clients rather than simply marketing to them
- Focus on online events and offerings
- Plan for future growth
- Empower employees
As we continue self-isolating to prevent the spread of the novel coronavirus, I wanted to follow through with other effective ways to keep your business running smoothly and successfully.
Here’s 4 marketing strategies to consider:
1. Focus on Digital Campaigns
With the closedown or retardation of most brick-and-howitzer businesses, entrepreneurs are relying more than ever on digital strategies. A big part of brand marketing during this pandemic and into the future is going to be shifting most (if not all) of your small business online.
In fact, Larry Kim from Mobile Monkey just wrote, “One new client closed their brick and howitzer locations nationwide and found web dealings is up +150%.”
According to Klaviyo, an email marketing platform that taps into a network of 30,000 businesses for insights, 22% of brands said they’re disbursal more on ads. And 66% of brands that are disbursal more on ads are also seeing augmented efficiency, with a reduced cost per 1,000 impressions (CPM) and cost per click (CPC).
If you’re questioning how to market during the pandemic, consider using Facebook Ads, Google Ads, Instagram for Business or LinkedIn Ads to direct dealings to:
- Well-researched and useful blogs and videos
- Online products with free shipping
- Virtual services you can offer, whether that’s business therapy or online music lessons
- Gift card game that can be used now or in the future
That said, don’t be afraid to pause campaigns that aren’t in question right now, or that you think may turn your clients off.
2. Update Your Google My Business Listing
Your clients and potential clients are count on you for the latest information about your small business. If you’re closing your company temporarily, whether you’re ever-changing the hours you’re open, or offering curbside pickup right now, you need to let people know.
Using Google Posts can be a great way to update people on everything from reduced hours to gift card purchases. Here’s some guidance from Google on how to best change your profile.
And don’t worry about SEO implications when you’re editing your profile. For example, marking your business as temporarily closed will not affect your search ranking, and Google will still display you in the search results.
If you don’t at once see the changes that you make to your Google My Business profile, don’t panic. Google has said they may review updates for quality before publishing.
3. Don’t Stop Posting on Social Media
Even if you have to all shutter your business for the time being, stay active online. In addition to tools like Google My Business, clients look for your Facebook, LinkedIn, Twitter and Instagram channels for the most up-to-date news. It looks really bad to have out-of-date posts or information languishing on your social media pages.
Some of the updates you could share include:
- Your crisis direction scheme, including the stairs you’re taking to protect your employees and clients (sanitizing workstations, not rental sick employees work, ensuring employees wear gloves, etc.)
- Changes to hours or business policies (for example, only rental one soul into the store at a time)
- If you’re taking online orders and/or offering free shipping
- If you have private shopping or curbside pickup options
- Uplifting quotes or soulal messages
One of our clients is offering private shopping appointments and curbside pickup for clients. Malary’s in Cloverdale, BC is a model of a small business that’s pivoting during COVID-19 and providing clients with a bit TLC.
4. Be Careful What You Share
There is a peck of misinformation current on social media, and it can be dangerous to give your clients the wrong advice (not to mention staggeringly damaging to your reputation).
Here’s an example of poor marketing strategies for the COVID-19 crisis: A yoga studio in Delta, BC was fold in March following complaints that the facility wasn’t following social-distancing. Not only that, but they sent out a newsletter claiming that hot yoga can help prevent acquiring COVID-19.
So map your crisis direction scheme out and think before you send back that clause to all of your email subscribers or repost something you saw in your Facebook feed. Use authentic sources for coronavirus resources, like the World Health Organization or the Government of Canada.
For example, rather than promotion one of the clauses on homespun hand sanitizers that are current, consult this list .
READ: “Finding Your Purpose During Self-Isolation” on our website:
Stuck at home? Now is a blast to work out your purpose! Our lives are so busy, and we rarely have a moment to just sit in silence and reflect on our life journey and how it has led to where we are now.
For many of us who have chosen to self-isolate, now is a blast to take advantage of the quieter environment to discover if your precious resources are being accustomed maximum effect.
Whatever your marketing strategies for the COVID-19 crisis are, always look for your brand for guidance. Your brand vision, mission, and values should always be your “North Star” as you stay active online and let your clients know that you’re here for them-now and in the future.