There is so much information floating around regarding COVID-19: how to avoid it, proper hand-washing techniques, practicing social distancing, what to do if you get the virus and more. But outside of personal concerns, there are added professional concerns for small business owners trying to minimize the financial impact on their businesses during this time.
If you’re a small business owner, you probably have additional questions like this:
- How is COVID-19 going to affect my business?
- How should I market my business during this time?
- SHOULD I even market my business during this time?
To answer that last one, absolutely yes, and here’s why:
At times like these, some businesses have a tendency to pull back or stop their marketing all together (like your competitors!) while the smartest businesses use it as an opportunity to get ahead.
So which one are you? You have two options as a business owner:
- Option #1: Embrace being a victim, pause all advertising efforts & brace for little to no results.
- Option #2: Take your business by the horns and maximize this opportunity to get ahead!
Now, you may be thinking, “Yes, of course, I would rather see results than not, but how do I do that? How do I market my business through the Coronavirus?” If you sell toilet paper or hand sanitizer, you probably don’t need to read any further. Otherwise, a valid question!
Let’s look at a few ways the rest of us can utilize digital marketing to get ahead and come out on TOP!
Marketing Strategies That You Can Utilize Now
As a business owner, are you ever really done learning about your audience? Is there ever a good time to stop building relationships with potential customers? Whether you’re B2B or B2C, email marketing can be a great way to connect with your clients. For B2B businesses, take this time to nurture your existing leads via email newsletters! For B2C and e-commerce businesses, understand that consumers purchase from brands they trust. Establishing that brand-consumer trust is invaluable to the longevity of your business now and long beyond COVID-19, so why not take the time now to set yourself up for long term success? Email marketing is a great way to do just that.
Social Media Marketing
People are spending more time online now more than ever. With so many adults working from home, kids taking classes at home and people, in general trying to stay in as much as possible during the Coronavirus, people are glued to social media right now! With increased reach, engagement and time spent on social platforms, why would a business owner choose now to pause their social media efforts? Put your brand in front of where your target audience is already scrolling.
Social & Google Advertising
When business slows or uncertainties arise like they are now, it’s a common reaction for business owners to want to stop all advertising efforts. Why continue spending money if consumers aren’t actively purchasing as much, right? Wrong! First of all, it’s important to note that not all consumers are tightening their wallets. For those that are ready to spend now & continue life as normal, you want your business to be ready and in front of them! For consumers that aren’t spending as much now, they will later as soon as normalcy resumes, and who do you think they’ll purchase from? A business they spent all of COVID-19 learning about and familiarizing themselves with- not companies they didn’t see or hear about at all. Advertising on social media and Google keep your brand relevant and in front of your target audience so that when they are ready to purchase, they purchase from you and not your competitors.
Search Engine Optimization (SEO)
Given the nature of your business, is it common for consumers to Google search the product or service you provide? If so, SEO is a process that can help your website appear in the top rankings on a search results page. For those who are already familiar with SEO, you know that it really is a process that can take some time- unless your competitors pause their SEO efforts! This is exactly what’s happening for many of our clients; their competitors are scaling back their SEO efforts out of panic, causing our clients to jump ahead in SEO rankings at a faster pace!
If you are interested in taking digital marketing to the next level, give us a call. Our team of experts specialises in helping small businesses succeed in digital marketing.