I’ve been working in marketing and advertising for many years…. but this is a first for me! I began my career not long after 9/11 – but it was far enough away that the markets were bouncing back and advertising was moving full speed ahead….
Looking at this current situation – from a personal standpoint as the spouse of a small business owner – it gives me a little different perspective. You do have to adapt your messages and creative assets, but now is NOT the time to go silent! Online engagement is booming with social distancing in place. More people are spending more time on social media and reaching out to web resources more than ever before! This is the optimum opportunity to reach your audience and provide them with information, interaction, positive thoughts, and relevant resources – while keeping then engaged and ensuring a feeling of understanding.
Now is the time to make sure people know if you are still operational – what services you’re now offering – how you’re adjusting (and yes it’s okay to be human and show compassion) – and how you can help. Your potential customers need to be reassured that if they interact with a company or employees, that the appropriate cautions are in place and being enforced.
Now is also the time to highlight your online products, presales (think about creating gift certificates or vouchers for future purchases), and the delivery services you offer. People are looking for great resources and activities to stay productive and positive. Update customers on changes in your operations. Communicate any hour changes, service options, your safety protocols, and operation updates that have been made using your website, email lists, ALL social media platforms, and post updates on your website, send out information to your email lists, blast ALL social media accounts, Post updates to your Google My Business listing! (VERY important to do this), etc……
Don’t cut back on marketing! I see so many small businesses making the mistake of cutting their marketing budget to the bare minimums or cancelling it entirely. This is good news for those who are still advertising – the lean times are exactly when a business needs marketing, and without all the other “clutter” – this will make your business and message stand out! Consumers are very restless, agitated and rapidly making changes in their buying decisions – I know I am – so, don’t quit marketing!
And again, customers are spending much more time on social media – ALL social media platforms!!! Many clients are redirecting marketing budgets to social media & search from other expenses like trade shows, travel, and radio (less travel time = fewer listeners right now). Focus on your current customers! Happy customers are your best ambassadors! They are more likely to share their experience with other potential customers. Right now, you need advocates to support local businesses. Your customers have a lot of time right now to help your business! Use them! Ask for reviews & testimonials. Call your current customers – and potential leads already in the pipeline – ask what you can do to assist them. How can you help them? And ask how they are doing? There may be some non-traditional ways that you can continue to serve them. Create virtual consultations and offers.
You don’t need anyone’s permission to market during this pandemic! It’s vital to survival for most… so Let’s Talk!