As a human, I am sure you are influenced by COVID-19 (also known as the novel coronavirus) in some way.
Whether it means worrying about elderly parents, changing travel plans or stocking up with the things necessary to work from home for the future, it's hard not to feel stressed.
As a small business owner, you may see fewer customers as people limit social interaction, travel and comfort planning and focus on staying healthy rather than shopping for products and services.
In addition to selling toilet paper or hand sanitizers, you may be concerned about the effect of coronovirus on your small business; Your revenue, employees and empty marketing funnels.
So does this mean that you should stop your marketing efforts for the time being? No!
The World Health Organization has declared coronavirus a global pandemic, and it is a very uncertain time. However, I strongly believe in paying attention to what we can and can change to find opportunities in the midst of adversity.
Every challenge can be met with common sense, rational thinking and even compassion. This is not a time for irrationality. I was watching a webinar the other day and someone said, "Worrying is like a rocking chair — it gives you something to do but it won't get you anywhere!"
I know that we are living in troubled times. How the virus and the global economy are responding to preventive measures is something that will go down in the history books.
But as business owners, there is one thing we still control, and that is the ability to be flexible and make choices that will make us the best possible through these times.
In this article, I am sharing some ways that you can address the marketing challenge during a crisis and keep your business running.
1. Making fun of the coronavirus. A few weeks ago, it was common to share online memes and comic marketing campaigns. A Las Vegas jeweler also created a ring selling campaign!
As more and more people around the world were affected by coronovirus, it slowed down a lot. Making the situation lighter is not only in poor taste, but you will drive a good portion of your target audience.
2. Playing on people's fears. It is one thing to use a sense of urgency to sell your product or service, but it is another to use a completely intimidating strategy.
For example, don't scare people into buying first aid kits with messages like "Only two left! Don't risk your family's health!" Rather, focus on the benefits of being active and ready by stocking up on medical supplies.
Ensure that the angle and tone of your marketing addresses your customer's current concerns and pain points without cashing in on their concerns.
No matter what type of small business you have, your priority should be to clearly communicate with your customers so that they are easily placed.
Think about what your customers need to hear from you, and how you want to do your business during this crisis.
1. Assure everyone that you are protecting their health. This is especially true if you have a brick-and-mortar location. This may mean sharing your extra hygiene practices, placing a hand sanitizer station in front of your location, or enforcing a policy where all employees wear masks and gloves.
For example, WestJet shares its additional precautionary cleaning measures due to coronavirus on its website.
2. Be ready to pivot. You need to be flexible to serve your customers. Instead of canceling a customer conference it may mean you turn it into a virtual event.
If you are planning an upcoming workshop or event, pivot to keep your audience in mind. It is possible that you have already been forced to cancel or postpone, but do not assume that everyone wants the solutions you are providing.
Consider options such as whether it could create a virtual version of the event or postpone your conference until a later date. Or some people want a ticket refund.
Polls and questionnaires can be a great way to get honest feedback from your ticket holders before an event is changed.
And yes, to make sure that you are covered before any changes take a look at all your contracts.
If you are a service provider, then create other ways to help your customers like this fitness trainer did. He offered them a way to stay fit, not to join a group of people in the gym.
3. Make your employees a priority as well. Do not focus all your efforts on marketing during this time. Your employees are the ones who keep your business running, so how can you take care of them?
You may be able to give your employees the option of working 100% remotely, while COVID-19 is a concern. Or, remind them that if you are feeling ill, you will fully encourage them to stay home.
The more you can keep your employees comfortable, the more they will be able to support your business and your customers.
I know it's tough, and I hope you can hang in there and focus on the present, and be at the service of your customers and employees.
They are afraid, and what you do or share can help reduce those fears. Be careful and deliberate about what you are saying.
If your small business is being adversely affected by coronavirus, this is also a good time to reassure your business fundamentals, including how CONVID-19 is affecting your digital marketing. How do you deal with a crisis the next time this happens? Are there things you will do differently to be more prepared or to prevent harm?
Susan Friesen, founder of award-winning web development and digital marketing firm eVision Media, is a web specialist, business and marketing consultant, and social media consultant. She works with entrepreneurs who struggle with the lack of knowledge, skills and support necessary to build their online business presence.
As a result of working with Suzanne and her team, customers feel relieved and relieved to know their online marketing, and are confident of their peace of mind with an ideal support system to guide them in every direction To focus on building their business together. Step of the way.
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