Marketing Your Small Business During a Pandemic
The COVID-19 pandemic has presented novel challenges for small businesses, and it shifted priorities toward prolonging and preserving resources. It highlighted the importance for small businesses to be flexible, proactive, and personable through their marketing. With most interactions limited to the internet, it has become imperative for small businesses to remain connected with customers and communicate what is going on with their services or products.
Emphasize Safety
The shift in priorities is largely focused on budgeting as the economy struggles, and nonessential businesses have shuttered. Cutting spending reserved for trade shows, conventions, or other in-person marketing exhibitions, frees up resources to develop more digital marketing. Reaching customers where they are, in digital spaces, is critical for conveying that your business is still open but operating in a different way. Additionally, increasing the flexibility of your marketing plan can maximize resources; if your small business sells some high demand products (think toilet paper, cleaning wipes, bleach, home fitness equipment or some form of entertainment), focusing on communicating this to customers takes immediate priority over advertising less demanded products. It is important to be specific and prioritize when making every dollar count. This includes clearly communicating how your business is going to handle safety measures. Saying, “We’re open” is not going to assure wary customers of your concerns for their health. Communicate if you offer tailored services (curbside pickup, shipping, or in-store shopping); prioritize the details of your reopening or online service plan in a newsletter, commercial, social media posts, or online advertisements. Being able to adapt and modify one’s marketing strategy is important for attracting customers. Demand and trends are constantly evolving, evolving with the consumer allows small businesses to be dynamic and meet consumers where they are.
Show Your Flexibility
The other most important point of flexibility for small businesses is hospitality toward both customers and employees. Many consumers seek out small businesses for their approachable size and familiarity. Being attentive to customers’ needs and proactive about safety can serve as fantastic marketing during trying times. Employees and customers alike are wary of public activities. Despite customers’ concerns many aspects of life demand that they go purchase a product or service in person, and for employees, it is essential to return to work. Individuals’ potential discomfort is an important factor in reopening plans. As customers return to brick and mortar stores, the actions of owners and staff are important advertisements to customers. Careless distancing, improperly worn masks, or other actions that convey carelessness lead customers or employees to look at other businesses to satisfy their needs. Consumers also share their experiences with their family and friends. It is essential for owners to make them feel safe and comfortable. Take the time to familiarize yourself with the latest information regarding virus transmission, prevention, and symptoms by visiting reliable, scientific resources such as the World Health Organisation or Center for Disease Control websites rather than media sources that can leave readers confused or only partially informed. As small business owners, you owe it to your customers, employees, and community to be informed and prepared to the best of your ability.
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