Now is an uncertain time with lots of unknowns and small businesses all over the world are scared and worried. 2020 has brought about many changes that are impacting the way businesses communicate and this period of uncertainty is weighing heavily on the minds of customers.
Many businesses have been forced to close as a result of the crisis, many others have lost a significant portion of their customer base and many have been reduced to a 100% remote workforce.
It’s not all doom and gloom, and there is light at the end of the tunnel. The Coronavirus pandemic could present a unique opportunity to reinvent how you market your small business. There are steps you can take to set your business up for success in the long run. The crisis can be turned into an opportunity with the following small business marketing tips:
Do your current customers know you are still open for business? Have they been informed of any changes to how you operate? Reach out to them by email, social media, phone or letter. Let them know you are still there for them and happy to offer assistance when they need it. Remember that due to the pandemic, competition is low, so cease this marketing opportunity to get in front of your target audience. Communicate how you can help your customers navigate tough times.
Businesses that rely on offline operations face huge challenges as a result of the crisis. People are still fearful of venturing into public and non-essential stores, so now is the time to shift your focus from a brick-and-mortar storefront to an online presence. Online is more essential than ever when it comes to building your brand and businesses that actively utilise the online space for marketing and customer relations have realised the importance of optimising their online presence. If you want your business to survive and thrive in a post-Covid-19 world, you must adapt and leverage the opportunities brought about by the changing digital world.
Create compelling content that clearly defines what you do and why you’re different
Make sure your brand looks and sounds clear and consistent
Be active online – post regularly to your website and social media, and regularly engage with your followers on social media
Why does your business exist beyond making money? Your brand purpose has always been a big deal, but during the pandemic it’s even more important to know exactly what your business stands for. A brand purpose means you always have something to work towards and affects everything from making key business decisions to bringing on board the right team members. Your brand purpose is your ‘why.’ In his book ‘Start with Why’ Simon Sinek says we can define our brand purpose by asking ourselves these 3 questions:
Why does our brand exist?
Why would someone choose us?
Why do we do what we do and how do we do it?
Consider what makes your business different. There may be many businesses offering the same services or products as you, what makes your brand different is your brand purpose.
Quality business partnerships have a personal element to them. Adopt an old-school personal touch to let your customers know you value them and are looking forward to welcoming them back by sending out beautifully branded Christmas cards. A Christmas card reminds your customers that your business still exists and is an indirect way of getting on their radar without looking salesy or pushy. It’s also a great way to get noticed by clients you haven’t heard from in a while.
If you need any help developing a marketing strategy and brand message at this difficult time, get in touch and we’ll work it out together.