It’s been a year, and the pandemic still doesn’t seem to be going anywhere any time soon.
Its detrimental effects on small businesses are still being felt around the world.
With huge losses in traffic and sales, a lot of businesses are getting waxed.
Keeping your business afloat will require you to continue adjusting your budget.
Contrary to popular belief, axing your marketing strategy is the last thing you want to remove from your budget right now. Instead, you need a different approach to the way you market.
Below are five tips to help you pivot your marketing strategy to give you the best chance of emerging stronger and keeping your business afloat.
1. Reassure Your Customers
In this time of uncertainty and unpredictability, you need to reestablish your customers’ confidence and trust. You need to reassure them that your business isn’t going anywhere, you still have their backs, and you’re still here for them.
The best way to do this is to update your customers on your COVID response and the safety measures you’re taking in order to keep everyone safe. You can send these notifications out in an email blast, post them on your social media platforms, and update your website.
On top of that, make sure contacting your business is easy and seamless. This is the foundation of outstanding customer service and maintaining their trust and loyalty. Reassuring your customers that you’re still here to take care of their needs is paramount, especially while we are still in the midst of the pandemic.
2. Experiment and Innovate
The silver lining during all this is that the pandemic has created an abundance of new opportunities that we didn’t have before. Because of the fluctuations in consumer habits and the way we live our lives now, you must adapt your marketing tactics accordingly.
Don’t be afraid to get creative and to take some risks. Spicing up the way you market to your audience can help you stand out from your competition and bring in a plethora of new customers.
Consider promoting unique offerings that bring real value to your customers, like DIY kits, online courses, or educational eBooks.
Brainstorm the best option for your particular business and your target audience. Find a unique offering that will resonate with your customers while they’re sitting on their couches with coffee-stained pajamas and Cheeto fingers.
3. Add Some Spices to the Social Media Pot
As of 2019, 79% of Americans have social media profiles, and that number is going to grow substantially as more people jump on the virtual bandwagon.
Regardless of your industry, an easy way to buff up your marketing strategy is to attack full force across all of your social media platforms. With everyone at home scrolling, it’s never been easier to promote your business online. Not to mention, social media is FREE.
The key is to stay active. Send out store updates. Join conversations. Use paid advertisements with targeting capabilities (like Facebook). Post high-quality content more frequently. You can even sponsor free giveaways.
In the end, social media is one of the most effective and relatively inexpensive ways to create buzz about your business.
4. Build Relationships Virtually
The old way of building relationships started with a handshake. But just because physical interaction is limited doesn’t mean we can’t build strong social relationships virtually.
The best way to build and maintain trust starts with putting yourself in your customers’ shoes. Everyone is going through a hard time, so be open, honest, and considerate.
The more authentic, sympathetic, and understanding you are, the closer you’ll get with your customers. This will help build loyalty and allow you to better understand who they really are helping you market to them better in the future.
5. Enhance Your Online Presence
If you haven’t realized already, the pandemic has catapulted e-commerce and the importance of a web presence.
Everyone is at home, searching the Internet in their free time, trying to find ways to better their lives amidst everything that’s going on. That being said, now is the best time to double down on your business’s website.
Having a strong online presence builds your brand, credibility, and trust, which helps you attract new customers and retain old ones. On top of that, it makes your business easily accessible to a wider range of people, thus keeping your business afloat.
Some key implementation factors for enhancing your online presence include optimizing your website for mobile viewing, creating valuable content, and implementing SEO tactics. If this seems like a daunting task, or if you’re not sure where to start, no worries. That just happens to be our bread and butter.
Good marketing is the key to keeping your business afloat. It’ll help you get ahead of your competitors, discover a more in-depth analysis of your target audience and their buyer personas, and set yourself up for success post-pandemic. In the midst of chaos, opportunity is born. Take this opportunity to adjust your marketing strategy and double down on your online efforts.