4 marketing strategies for the COVID-19 crisis
How to market during the pandemic
From connecting in our relationships to running our small businesses, COVID-19 has transformed the way we live, work and socialize. I feel lucky that my family and I are healthy and safe, and I’m trying to find positive opportunities in all of this.
That’s why I recently shared an article called “How to Change Your Small Business Strategy During the COVID-19 Crisis” on our website.
I also hear from many small business owners who are wondering whether or not they should stop trading during COVID-19. This article showed entrepreneurs how to market during the pandemic, including ways to create a crisis marketing strategy and how to:
- Help customers instead of just selling to them
- Focus on online events and offers
- Plan for future growth
- Empower employees
As we continue to self-isolate to prevent the spread of the novel coronavirus, I wanted to follow up with other effective ways to keep your business running smoothly and successfully.
Here are 4 marketing strategies to consider:
1. Focus on Digital Campaigns
With most brick-and-mortar businesses closing or slowing down, entrepreneurs are relying more than ever on digital strategies. A large part of brand marketing during this pandemic and beyond will shift most (if not all) of your small business online.
In fact, Mobile Monkey’s Larry Kim just wrote, “A new customer closed their brick-and-mortar stores across the country and found web traffic up 150%.”
According to Klaviyo, an email marketing platform that leverages a network of 30,000 businesses for insights, 22% of brands said they are spending more on ads. And 66% of brands that spend more on ads also see greater efficiency, with reduced cost per 1,000 impressions (CPM) and cost per click (CPC).
If you’re wondering how to market during the pandemic, consider using Facebook Ads, Google Ads, Instagram for Business, or LinkedIn Ads to drive traffic to:
- Well documented and useful blogs and videos
- Online products with free shipping
- Virtual services you can offer, whether it’s financial therapy or online music lessons
- Gift cards that can be used now or in the future
That said, don’t be afraid to pause campaigns that aren’t relevant right now or that you think might turn off your customers.
Part of brand marketing during this pandemic is knowing when to restrategize and pivot, rather than continue with an ad campaign that isn’t going to resonate with, or even offend, your target audience.
2. Update your Google My Business listing
Your customers and prospects count on you to get the latest information about your small business. If you’re temporarily closing your business, whether it’s changing the hours you’re open or offering curbside pickup at this time, you need to let people know.
Using Google Posts can be a great way to update people on everything from reduced hours to gift card purchases. Here are some tips from Google on how to best change your profile.
And don’t worry about the SEO implications when you edit your profile. For example, marking your business as temporarily closed won’t affect your search ranking and Google will still show you in search results.
If you don’t immediately see the changes you make to your Google My Business profile, don’t panic. Google has said that they can review the quality of updates before publishing them.
3. Don’t stop posting on social media
Even if you have to completely shut down your business for now, stay active online. In addition to tools like Google My Business, customers search your Facebook, LinkedIn, Twitter, and Instagram channels for the latest news. It looks really bad to have outdated posts or information languishing on your social media pages.
Some of the updates you could share include:
- Your crisis management strategy, including the steps you are taking to protect your employees and customers (sanitizing workstations, not allowing sick employees to work, ensuring employees wear gloves, etc.)
- Changes to business hours or policies (for example, only allowing one person to enter the store at a time)
- If you accept online orders and/or offer free shipping
- If you have private purchase or curbside pickup options
- Uplifting quotes or personal messages.
One of our clients offers private shopping appointments and curbside pickup for customers. Malary’s in Cloverdale, BC is a good example of a small business turning around during COVID-19 and giving customers a little TLC.
4. Be careful what you share
There is a lot of misinformation circulating on social media, and it can be dangerous to give your clients the wrong advice (not to mention it can be very damaging to your reputation).
Here’s an example of poor marketing strategies for the COVID-19 crisis: A yoga studio in Delta, BC, was closed in March after complaints that the facility wasn’t following social distancing. Not only that, but they sent out a newsletter claiming that hot yoga can help prevent the spread of COVID-19.
So plan your crisis management strategy and think before you send that article to all your email subscribers or repost something you saw in your Facebook feed. Use trusted sources for coronavirus resources, such as the World Health Organization or the Government of Canada.
For example, instead of forwarding one of the articles about homemade hand sanitizers that are doing the rounds, consult this list .
READ: “Finding your purpose during self-isolation” on our website:
Stuck at home? Now is a great time to discover your purpose! Our lives are very busy, and we rarely have a moment to sit quietly and reflect on our life’s journey and how it has gotten us to where we are now.
For many of us who have chosen to self-isolate, now is a great time to take advantage of the quieter environment to find out if your precious resources are being used to their fullest.
Whatever your marketing strategies for the COVID-19 crisis, always look to your brand for guidance. Your brand’s vision, mission, and values should always be your “North Star” as you stay active online and let your customers know you’re here for them, now and in the future.