How to Market During the Pandemic

 

A storm or flashes of inspiration?

How to Market During the Pandemic

From connecting in our relationships to running our small businesses, COVID-19 has transformed the way we live, work and socialize. I am hearing from many small business owners who are wondering whether or not to stop marketing during COVID-19. Instead, here's how to market during the pandemic:

• Create a crisis marketing strategy
• Help customers rather than simply selling 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 want to follow up with some other effective ways to keep your business running smoothly and successfully. Here are 2 marketing strategies to consider:

1. Focus on Digital Campaigns

With the shutdown or slowdown of most brick-and-mortar 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 customer closed their brick and mortar locations nationwide and found web traffic 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 spending more on ads. And 66% of brands that are spending more on ads are also seeing increased efficiency, with a reduced cost per 1,000 impressions (CPM) and cost per click (CPC).

If you're wondering how to market during the pandemic, consider using Facebook Ads, Google Ads, Instagram for Business or LinkedIn Ads to direct traffic to:

• Well-researched and useful blogs and videos
• Online products with free shipping
• Virtual services you can offer, whether that's financial therapy or online music lessons
• Gift cards that can be used now or in the future

That said, don't be afraid to pause campaigns that aren't relevant right now, or that you think may turn your customers off.

Part of brand marketing during this pandemic is knowing when to re-strategize and pivot, rather than continuing with an ad campaign that's not going to resonate with-or even offends-your target audience.

2. Update Your Google My Business Listing

Your customers and potential customers are counting on you for the latest information about your small business. If you're closing your company temporarily, whether you're 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 immediately 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.

Susan Friesen, founder of the award-winning web development and digital marketing firm eVision Media, is a Web Specialist, Business & Marketing Consultant, and Social Media Advisor. She works with entrepreneurs who struggle with having the lack of knowledge, skill and support needed to create their online business presence. As a result of working with Susan and her team, clients feel confident and relieved knowing their online marketing is in trustworthy and caring hands so they can focus on building their business with peace of mind at having a perfect support system in place to guide them every step of the way. Visit http://www.ultimatewebsiteguide.ca and download your FREE "Ultimate Guide to Improving Your Website's Profitability - 10 Critical Questions You Must Ask to Get Maximum Results". Article Source: https://EzineArticles.com/expert/Susan_Friesen/260293

 

The Impact of Coronavirus on Small Business

 Coronavirus Threatens Your Business 

Three ways to market your business during the coronavirus crisis:

1. Reassure everyone that you're protecting their health. 

This is especially true if you have a brick-and-mortar location. This may mean sharing your extra sanitation practices, putting a hand sanitizer station at the front of your location or implementing a policy where all staff wear masks and gloves. For example, WestJet shares their additional precautionary cleaning measures due to coronavirus on their website.

2. Be prepared to pivot. 

You need to be flexible to best serve your customers. That might mean instead of cancelling a customer conference, you change it to a virtual event. If you are planning an upcoming workshop or event, pivot with your audience in mind. Consider options such as making it a virtual version of the event or postponing your conference to a later date. Or some people may want ticket refunds.

Polls and questionnaires can be a great way to get honest feedback from your ticket holders before changing an event. And of course, take a look at all of your contracts to ensure you're covered before making any changes.

If you're a service provider, create other ways to help your clients like this fitness trainer did. He offered them a way to stay fit that doesn't involve being around a group of people in a gym.

3. Make your employees a priority too. 

Don't focus all your efforts on marketing during this time. Your employees are what keep your business going, so how can you care for them? Maybe you can give your staff the option of working 100% remotely while COVID-19 is a concern. Remind them you fully encourage them to stay home if they're feeling sick. The more you can put your employees at ease, the better they'll be able to support your business and your customers.

What Small Business Owners Can Learn from Coronavirus

I know this is hard, and I hope you can hang in there and focus on the present, and on being of service to your clients and staff. They're afraid, and what you do or share can help alleviate those fears. Remember to be careful and intentional about what you're saying.

It's also a good time to reassess your business fundamentals, including how CONVID-19 is affecting your digital marketing. How will you deal with a crisis the next time it happens? Are there things you'd do differently to be more prepared or prevent losses?

Like everything else in life, this is a learning experience. Stay healthy, safe and positive.

Susan Friesen, founder of the award-winning web development and digital marketing firm eVision Media, is a Web Specialist, Business & Marketing Consultant, and Social Media Advisor. She works with entrepreneurs who struggle with having the lack of knowledge, skill and support needed to create their online business presence. As a result of working with Susan and her team, clients feel confident and relieved knowing their online marketing is in trustworthy and caring hands so they can focus on building their business with peace of mind at having a perfect support system in place to guide them every step of the way. Visit http://www.ultimatewebsiteguide.ca and download your FREE "Ultimate Guide to Improving Your Website's Profitability - 10 Critical Questions You Must Ask to Get Maximum Results". Article Source: https://EzineArticles.com/expert/Susan_Friesen/260293