We are weeks into a pandemic. The stay-at-home order has transitioned into a “be safe” order for the residents of Ohio. The narrative may have changed, but the reality is Ohioans continue to spend more time at home then ever. Parents are cautiously choosing which activities to permit their children to engage in. Families are making decisions based upon perceived safety for themselves and others. Consumers are looking for reputable companies and doubling down on their research.
Marketing Modified. Pandemic Style.
Unemployment is at a record high. As such, your customers are doing their research. They are seeking information via social media, television, and other trusted sources before making purchases. While a good portion of America stays home, small businesses are forced to get creative. Businesses must modify marketing efforts to adjust to the new normal and re-examine their business practices. While local government may control when you can open your doors or how you must operate to keep consumers safe — you can control your brand, your message. Let’s explore five ways to improve your business marketing during COVID-19.
Organize Your Customer List
ideally, every business should have some method of maintaining and organizing information about their existing and potential customers in place. Customer relationship management software such as Zendesk, HubSpot or Sales Force are excellent tools to help you keep track of your clients, important dates, contact information and notes. They can, however, be costly. If your book of business and need to connect with clients is less extensive, creating a list in Excel with basic contact information is a good start. Regardless of the method in which you choose to compile and organize your customers list, be sure to include the following information: client name (business/contact), phone number, e-mail address, address, notes.
Revise Your Sales Strategy
How is this pandemic affecting your business? Is your business closed completely? Are you only available to meet by appointment? Are you essential but experiencing a 50% decrease in sales? Take this time to revise your sales strategy. Consider an online campaign to boost sales through gift-card sales or a specific and measurable promotion. You should also consider adding value-based services or promoting your business by giving back to your community. Think about what is important to your clients and how you can be there for them during this time. If you are having trouble revising your sales strategy — reach out a to marketing consultant who help you examine your current sales strategy and suggest revisions to boost your brand during these uncertain times.
Hello… Is it me your looking for?
Sorry, I couldn’t resist pulling the lyrics straight from Lionel Richie’s song, “Hello”… such a great tune and oddly perfect when discussing marketing during a pandemic. Truth is, you should reach out to your clients to “say hello” and communicate how your business is operating during this time. Using your clean customer list – develop a strategy for reaching out. Depending upon the size of your customer list, this could be a simple banner on your web page, a personalized email, or a phone call. It is more important than ever that clients know how they should contact you if you need to your product or service.
Transition to Digital Marketing
Google PPC campaigns, Facebook Ads and other popular forms of digital advertising and more relevant and shockingly more cost-effective then ever. Now is the time to update your website, your online campaigns, and transition more of your marketing mix to digital. If you have been waiting for the perfect time to take the plunge into digital marketing – now is that time. Start gathering photos, testimonials and contact our firm if you need help making your digital marketing plan a reality.
Check Out Your Competition
A key component of a marketing plan is a SWOT analysis – a breakdown of your strengths, weaknesses, opportunities and threats. Take a minute to see what your competition is doing online. Are they blogging, offering promotions, revamping their website, pushing content on social media? Hopefully, they are sitting at home and contemplating when they will get that coveted spot at the barber or Walmart pick-up. It is always best to be in front of the competition and ahead of the game. See what competitors are doing and do more.
This pandemic will not last forever. Do the best you can and with successful and consistent planning your marketing efforts will pay off and your business will come out ahead. If you need assistance with your marketing efforts, contact us.
