Have you been deemed a non-essential business? We all have a part to play in stopping the spread of COVID-19, but it doesn’t mean you should stop marketing your business simply because you’ve had to close your doors temporarily. Use this downtime to your advantage. There are many things you can be doing right now to strengthen your business from a marketing perspective; both short-term and long-term.
Here are a few things I recommend you continue to do with your marketing while you await a full comeback of your services.
Maintain contact with your customers
Many of your customers are waiting anxiously for your services to continue. It’s important to let them know what you are doing in the wake of this pandemic. Are you able to deliver products curb-side? Have you cancelled or rescheduled any upcoming events or product releases? No matter the decision you make about your business, whether large or small, it’s important to keep your customers in the loop. If you go silent right now, your customers will be left in the dark. Customer engagement also plays a key role in long-term loyalty.
Stay engaged on social media, utilize email marketing and keep your website up-to-date. Another way you can maintain communication with your customers while improving your online marketing behind-the-scenes is by writing a blog! You’re reading this blog I’ve written, aren’t you? You may also choose to decrease the frequency or budget of these communications to cut some of your expenses, but do not cease communication altogether. Your customers will be happy to hear from you and you’ll stay top of mind for when things return to normal.
Consider branching out
Has this situation allowed you to discover new ways of conducting your business? Have you transitioned to selling your products and services online? Are you manufacturing new products to support the fight against COVID-19? If you’ve changed how your business operates, and it appears to be working, consider if this is something sustainable long-term. I encourage you to read this article for some food for thought.
You’ll want to conduct market research to see what type of competition exists, and if there is a need or even a want from your customers for this new type of product or service. Take the time now to start doing this research before things get back to normal and you no longer have time to do so.
Spring clean your marketing tools
Do your email lists require cleanup? Can your SEO be improved? The results of your marketing are a reflection of the time and effort you put into it. If you’re targeting the wrong people in your e-blasts, or your website isn’t optimized with the right keywords, how will you grow your business?
Before you make any changes to online ads or keywords, review your analytics over the past few months to determine what is and isn’t working. Additionally, make sure your messaging is appropriate for the audience you want to attract. If you use this time to ensure your marketing tools are optimized, you can lay the groundwork for successful campaigns when your business fully resumes.
There are many cost-effective ways to continue marketing your non-essential business. You can start small, or even plan for a complete overhaul of how you conduct your business. No matter what you choose, CreativeWorks Marketing can help you along the way!