We are in uncharted territory with so many unknowns. Our businesses are being presented with challenges that they haven’t seen and hopefully won’t be likely to see again. But, as with any situation, there is almost always a silver lining. One silver lining with this situation is that your audience/customers are more connected to social media, email, and the web than ever before. People are working from home, shopping from home, doing everything online. Now is not the time to take a break from your marketing plan! As a small business, this is a great opportunity to stay connected or really get connected with your customers more than ever before.
Reflect
First and foremost, spend some time reflecting on your customer base. Who are they? What do they need right now? How can you help them in this time of need? If you have products they need, then continue to make them available. Let them know how they can get in touch with you and the best ways to obtain your products or book your services. If nothing else, you can always provide them with some encouragement, positive quotes, funny pictures, a vlog sharing how you are using this time to catch up on reading great books or playing spoons with your kids. Connecting on a human level may be the best way to stay connected and build trust for when things get back to normal.
Update
One of the most important things you need to do is to make sure your customers are notified of any changes. If you are closing for an extended time or if your hours are shortened, let them know. Also let them know if you will still be providing services or products and how you will ensure their safety and your business’s in the process. Also, just let them know that you are there for them. Tell them what you plan to do to stay connected. Ask them to follow you on social media, or to look out for an email, or encourage them to connect with your website to get the latest information in your industry.
Adjust
While you should continue to promote your brand message during this time, it is most important that you give your customers what they need. Consider how you can repackage your products. Determine if you can provide offers and discounts for extended payments on your higher priced but much needed products. Use your marketing plan to ensure that your loyal customers see these new offers and share them with their friends and followers. Present your message in a way that demonstrates the kind of value your products and services can provide in a time like this.
Grow and adapt your digital strategy
Now is a great time for you to expand platforms. If you were only marketing on Facebook, then expand to Instagram, etc… Adapting content from one platform to another will only cost you some time and could reap huge benefits. We are all looking for people to trust and rely on. If you haven’t vlogged, why not now? Provide your customers with what they need; answer their questions and fix their problems while at the same time making you and your company more real. Do you have a blog that generates people to your website? Do you send out a newsletter? If you don’t do either, it is past time to do so. Provide your audience with tips for surviving during these times; share ways to relax as well and certainly give them information about who you are and your products/services.
Philanthropy
There is no greater time than now to reach out to others and provide opportunities for your loyal fans to get on the bandwagon. Everyone wants to help but few know how or where. Finding a charity organization who is in need of funds and including your customers in fulfilling that need is a great way to not only promote your brand but more importantly give people purpose as well as give back to your community. Present a one-click donation button that allows them to donate and adds them to your followers.
Whatever you do during this national crisis, don’t give up on your marketing plan. There is a bigger picture, a silver lining, and when the clouds and the storm have passed, you will be glad that you looked past today and saw you and your business’s bright future.