How to Create Meaningful Marketing During COVID-19
Marketing your business during times of uncertainty gives business owners pause. “How much should I spend on marketing right now?” “Is it appropriate for me to continue talking about my business online?” “What should I say about COVID-19?” “I had to close temporarily. What if I need to reduce my marketing costs for a while?”
These are just a few of the questions and concerns business owners have about marketing their business during the COVID-19 outbreak. Our social media feeds are full of alarming statistics regarding the virus, people are staying at home, and many potential customers are holding on to their cash rather than shopping and splurging on “non-essentials.”
We believe that it’s important to continue telling your story, sharing your services, and providing solutions for your customers during this uncertain time. Your company’s message matters and your fans will appreciate the added value and positive content during this time more than ever! Here are some of our favorite ways to meaningfully market your business during uncertain times.
SHOUT OUT YOUR NEIGHBORS
Take this opportunity to connect with your neighbors and friends of your business. Is a business down the street from you creating something special to share? Tag them in a post and let your fans know what they’re doing to make the world a better place! Now is the perfect time to connect and use your social following to broadcast positivity and help members of your community share their messaging - and perhaps, they’ll share yours, too.
PROVIDE SOLUTIONS
Is your community lacking a valuable resource during this time? Do your fans need something you may be able to provide? Consider pivoting your messaging and resources to connect people with something or someone. Example: many small-batch distilleries are making hand sanitizers to give out, sell, or share with first responders. Other businesses are extending or shifting their hours, offering delivery services, and curbside pick-up so that customers can shop safely.
Social media marketing allows businesses to pivot and shift with the ever-changing regulations that keep our communities safe. The immediate ability to update your messaging allows you to stay in contact with your customers, share news, and provide solutions like online shopping when traditional brick and mortar operations are no longer available.
PROVIDE VALUE
Collaborate with a complementary business and offer your fans something they need! Perhaps you’re a florist and your neighbor is a deli? Consider creating a picnic basket available for delivery! Pairing products together like an additional bottle of wine with a family-style meal to-go can entice frugal fans to buy a bit more - if there’s added value that’s worthy of the spend.
Because many of your customers are on a restricted budget due to layoffs and fear of economic uncertainty, now’s the time to consider sales & additional values that can help you move your product.
CUT COSTS, NOT CONTENT
Some business honors are hesitant about continuing to post on their social media - especially those who have made the tough decision to reduce their offerings or even temporarily close to flatten the curve.
If your business is experiencing loss of profits during the COVID-19 outbreak and you’re not sure how to begin marketing your company to combat it, consider our Social Media Workbook to begin building your plan. Have a social media strategy in place to help you pivot will create a structure for your messaging and help guide your postings. On sale now for just $19.99, we hope this valuable resource helps small business owners have confidence in their social media marketing and be able to better express their unique offerings to fans everywhere!
Amid the restrictions and regulations intended to help stop the spread of COVID-19, many marketing and business professionals have shared their thoughts regarding continuing to advertise during this trying time and the answer is practically unanimous: keep marketing, stay sensitive, but continue to share your story.
SHARE YOUR STORY
Social media should be social - and for those safely practicing social distancing, it’s the best way to stay connected. Use this opportunity to really connect with your fans. Share your story. Hop on and tell your following how this time is impacting you. Are you feeling a bit more stressed than usual? Are you able to enjoy a bit of extra time at home with your children? Has your business begun to produce more or less of a certain item? Sharing your thoughts, hopes, and opportunities with friends of your business give fans an insight to your human side. Creating a genuine connection makes your marketing meaningful, builds loyalty, and brings people together in times of uncertainty.
How have you changed your marketing strategy during COVID-19? We’d love to hear how you’re sharing your story, providing value, and collaborating with local businesses.
