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 financial impact on their businesses during this time.
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:
Let’s look at a few ways the rest of us can utilize digital marketing to get ahead and come out on TOP!
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.
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!
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 B2C and ecommerce 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?
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,Advertising on social media and Google keeps 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.
One way to maximize that reach on social media is by using relevant hashtags. This extends your reach while also portraying your brand in a credible light, as one that is current and up-to-date with the modern consumer.
Some good hashtags to get you started might include #StopTheSpread, which is in reference to stopping the spread of COVID-19.Another hashtag we’re seeing is #SocialDistancing which encourages people to take a break from socializing in-person with others as a means to stop the spread of COVID-19.
Think about what your business offers as it relates to the general public and the Coronavirus. Is there anything you could do differently? For example, many restaurants (which depend on in-store foot traffic to make money) are closing their dining halls and instead offering delivery options.
This presents their brand in a responsible light to the public while still giving them a means to make money that’s helpful and convenient for their customers.Let them know you’re doing your part to end COVID-19 and that you’re still here to help them. Consumers will appreciate your communication and your acknowledgement to the world outside of your industry.
Anything you do now that your competitors are not doing is putting you ahead. Think of it like a race. Even if you’re running slow, you’re still lapping everyone who’s sitting on the couch!
It’s always beneficial to learn more about your customer base. What are their pain points? Their buying behaviors? What motivates them to purchase? The more you understand about them outside of their demographics, the more strategic you can be in creating content that converts them into customers.
Whether you’re a B2B company or a B2C company that needs to “warm up” potential customers, every business can benefit from guiding potential customers through the sales funnel. Why let this time go to waste? Use this time wisely to build real relationships with your potential customers and convert them into a paying customer.
So many businesses are temporarily closing down for COVID-19, narrowing down the public’s options of where they can turn to for goods and services. If you’re open for business, let people know! Continuing to market your business through the Coronavirus can be as simple as letting customers in need know that you’re here!
This is probably the most important benefit of them all. At some point, the Coronavirus will pass. When that time comes, do you want to be starting from scratch with your marketing again? Or do you want to be leaps and bounds ahead of the competition, building on the efforts you’ve already put in for the past few months? We know that most business owners are long-term-minded anyway, so don’t let the Coronavirus deter you from that forward-thinking mindset.
Together We Can Slow The Spread Of Coronavirus (COVID-19).