Business in the Time of Coronovirus: Meet the Marketing Challenge
The Sprocket Report
The COVID-19 quarantine WILL end. Medical professionals are in charge of that. What you are in charge of is taking care of your business, helping your customers and preparing to move ahead when the time comes.
Taking Care of Your Business Today
Information and reassurance should be your message right now. Let people know whether or not you are open for business and what steps you are taking to protect your customers. Get that message out on all possible marketing channels, including:
- Your website
- Your social media platforms
- Your email list
- Your Google My Business account
- Your chamber of commerce news
- Your industry group news
Companies that provide “essential” services and are still open may have had to modify how they perform their service. This is new to all of us, but you have slightly more knowledge than your customer about the latest routine, so be sure to explain the changes clearly. Don’t forget that whenever there is another modification to the routine, you need to update your message everywhere.
It’s an understatement to say that finances are going to be an issue for business owners now and for some time to come. Fortunately, there is assistance available for you to research, starting with the U.S. Small Business Administration and SCORE. Also check out your local government and chamber of commerce.
Helping Your Customers
Supporting each other makes us good humans, even if we have to do it at least six feet away and in a mask. Your first message to clients should be: “Are you okay? How can we help?” and if you can help, do so. Of course if you want to stay in business you can’t give everything away and eventually you will need to make a sales pitch. Should your service or product offering change during this time? Think it through and make changes sooner rather than later.
Preparing for the Future
When life normalizes – and it will – be among the first out of the gate. Use this time to rethink your current business plan, plan a better marketing strategy and bulk up your social media foundation. Over the years, we have proven to our clients that the same marketing effort is more successful as you consistently build connections with your audience.
In the graph above, you can clearly see that how this worked for a seasonal company who is a client of ours. We spend the off-season staying connected on social media, even though the company does not do any business during those months, and each year they start with a bigger audience. Their marketing efforts during the season remain the same, but they get better results every year.
The reverse is also true – letting your social media work slide will hurt your results. The graph above shows a client who stopped putting effort into building their audience and saw their website traffic drop dramatically.
People are spending a lot of time online these days. You should be there, too. Give them encouragement, helpful advice and occasional humor. Grow your connections so that when the time comes, your marketing is ready to fly.
We will get beyond the coronavirus pandemic. Let’s get your business beyond it, too, and prepared to hit the ground running. Let us know – Are you okay? How can we help?