Marketing during COVID19 may seem pointless: everyone is in isolation. Everything has stopped. Business has come to a standstill. But experience from past crises shows us that things will get better, and when they do there will be winners and losers. Here are essential steps you should take right now to ensure your business’ success in the future.
Marketing during COVID19 can’t afford to stop
Right now most businesses are either shut down or in “survival mode.” You have an opportunity to emerge from the crisis stronger, if you act today.
- Don’t be tempted to stop marketing. Marketing is how businesses communicate with the world. It’s how you build and maintain relationships with the individuals or businesses that you serve. Even though customers cut back on many expenditures during crises, don’t lose your relationship. Keep in touch: tell them how your company is reacting to the situation, and how you’ll be there for them when the situation improves
Marketing Tools to use: Email, E-newsletters, Direct Mail Newsletters, Social Media Posts, Blogging, Articles - Establish your business as the leader in your field. While you’re as busy helping your daily customers, invest that time for the future. This is an opportunity to enhance your brand, and show how you stand out in your industry. Plan new marketing and advertising that shows consumers how you’re their best choice.
Marketing Tools to use: develop your website and FAQ page, create product videos, create case studies, ask for customer reviews - Prepare for the future: The long quarantine has hit a “reset” button on many of our established buying patterns. When consumers finally come out of self-isolation many old patterns will have been broken: that’s an opportunity for you. Act now and you’ll get a head start on your competition
Marketing Tools to use: SEO, Keywords/content (Are you in the Google Reviews page 3-pack?), Online Reviews, Blog Posts, Targeted website pages, Signage. - After every crisis that slows consumers down, there’s a “surge” of demand. Coronavirus won’t be any different. Examples: we all need a haircut, so barber shops and salons will be over booked. Dental checkups have been postponed, and will have to be rebooked. After weeks of helping businesses work remotely, IT providers will return to a mountain of maintenance and non-critical projects. What about your industry? Are you prepared to serve a short term increase in demand?
Marketing Tools to use: E-commerce websites, Phone Ordering, PPC, Facebook Ads, Telephone system automated answering systems, Marketing Messages on hold - Re-imagine “The New Normal.” Life will change as a result of COVID-19, for better or worse. Some simple examples are greater physical distancing, remote working, the demand for Class-A real estate is down, but residential real estate rentals outside major cities is booming. Recent trends such as telemedicine, restaurant and retail delivery, and distance learning will continue. Consumer discretionary spending may fall by 40-50% in the short-term. Healthcare, transportation, and financial services will continue to do well. Companies that help consumers make the move to new trends will grow (those with the best remote sales, engagement, and support). How will your business survive and thrive?
Marketing Tools to use: A mobile optimized website, Touchless order processing and sales, An updated Google My Business Listing (do you have this free listing and is it updated?), Online surveys of your customers, keep in touch with email blasts, Call centers to handle remote service and sales.
How will your business cope?
Not all businesses are shut down. Innovative marketers continue to help customers: most restaurants are suffering, but those that rely on take-out and delivery (especially pizza chains) are seeing skyrocketing demand. Brick and mortar gyms are developing online classes. Realtors are offering virtual or video tours. Businesses that are prospering are positioned to the new reality.
Some are planning for the future after COVID-19
In times of uncertainty, people’s routines change. We try different ideas. Many customers have become frustrated with Amazon’s slowing delivery, and are rediscovering local retailers who also deliver. Now is the time to use marketing to let them know how you’re positioned to help them.
You can choose to hope for the future, or create it. Your Marketing during COVID19 will determine yours.
