The COVID-19 pandemic has had a devastating effect on small businesses. Most have had to cut costs through layoffs and furloughs and seek financial assistance from the government. Even after all that, nearly half of small businesses have closed their doors temporarily or permanently during this pandemic. So what is the solution? How to keep your business running safely and effectively during this health crisis? One of the options you should consider are marketing strategies for small businesses that help you adapt the way you run and grow your business to “the new normal” (I hate that term!). By shifting your focus to the online world, you can mitigate the adverse effects COVID-19 has had on your business.
The best marketing strategies for small businesses during the COVID-19 pandemic are based on an online presence
The coronavirus pandemic has made everyone just a little bit warier of the outside world than before. If possible, most of us prefer not to go out if we don’t have to and to avoid big crowds if we can. This means that any marketing strategy that relies solely on traditional marketing tools is almost doomed to fail. Instead, what you need to be thinking about is digital and social media marketing. Right now, people are turning to the internet for everything from shopping for groceries to entertainment. If you want to reach potential customers, you need to be where they are. In this case, that means the virtual world. And that’s where you want to focus your marketing efforts if you want results.
Marketing has moved to the online sphere during this pandemic.
Marketing strategies for small businesses that focus on your website
In order to develop and later improve your digital marketing strategies, first start with a solid base – an online presence. For a business, an online presence starts with a good website; this is how people will find you online, learn more about you, and read reviews about your products and services. For many, your website will be the first (and sometimes only) thing they see about your business, so it’s vital that it leaves a good impression.
Encourage online shopping
If at all possible, you should offer your goods and services online for the time being. Not only is this a safer way to do business during a pandemic, but it will also make your products available to a broader audience. These days, you can sell almost anything online, so set up an online shopping page if you don’t already have one. Make it easily accessible from every page of your website and feature your best-selling products prominently on the homepage. You should even consider special offers like discounts and faster deliveries to encourage people to order from your website. Your online sale could make a massive difference in these uncertain times.
Provide interesting (and marketable) content
Don’t despair if the services you offer cannot be made available online. Your website doesn’t have to be just about sales; you can also keep people engaged and interested by posting different types of content. Start a blog where you talk about something related to your business, or organize raffles and competitions for vouchers and discounts customers can use when the lockdown is lifted. Use this time to update your landing pages, add more interactive material to your website, or post news about your industry. This will signal to your customers that you are still dedicated to making your business successful and that there is something they can look forward to from you at the end of the pandemic.
Update your website regularly with interesting posts.
Reach out to loyal customers
While attracting new customers should be your goal, it’s essential not to forget about the people who are already on your side. Expanding your client base is how you’ll grow your business the fastest, but maintaining a steady base of loyal customers is how you stay afloat in tough times. So explore the different approaches in engaging your customers, such as sending out regular emails to your mailing list, offering small discounts to your loyalty club members, and reminding your customers why they like your business and should stick with it even now.
Social media marketing strategies for small businesses
One of the most critical aspects of an online presence these days is social media management. Vast numbers of people, especially younger generations, have been using social media as their primary mode of interaction with others during the pandemic. So if your business isn’t on social media, you’re missing out on an excellent opportunity to reach new customers and build your reputation. And both of these things will be important if you’ve suffered losses due to COVID-19 and are looking to recover.
Choose the right platform for your business
Different social media platforms attract different types of people. This means that they will also be suited for various businesses. For example, if you’re selling power tools, an Instagram account might not be the best choice (try Facebook instead). On the other hand, if you’re a wedding photographer, an Instagram account is just what you need. This is not to say that you shouldn’t set up accounts on different platforms. In fact, you should create business profiles on multiple social media sites to maximize your reach. But you should also know which accounts to focus on the most.
Engage with your customers
The reason why social media is so popular is that it breaks down all sorts of barriers. An average person can interact with a celebrity or a big name brand just as easily as they can say hello to a neighbor. This gives you a unique opportunity to interact with your customers and clients. Show your business off in the best possible light – be friendly, polite, and inviting, but also professional. Respond to customer’s queries and resolve their complaints promptly. This is how you build a brand community, which will, in turn, help you not just stay in business but also thrive.
The right social media platform can greatly increase your online reach.
Be active and relevant
Social media accounts are only useful if you actually use them. Just having a Twitter profile will not help your business grow. In fact, it might backfire if your customers keep trying to contact you, and you appear to be ignoring them. So make sure to update your social media regularly. Promote new products, post about offers and promotions, tell the story of how your business started. Even when there is nothing new to report on, engage your customers by sharing a relevant article, supporting a social cause, or posting uplifting messages. This will keep people interested and keep you relevant.
Build bonds with your community and your customers
A business cannot survive without clients and customers, but it can be hard to find them in a time like this. Companies are not the only ones suffering right now. Many people have lost their jobs and are counting every penny. This leads them to give up on the things they enjoy to save money for the things they need. It’s no wonder, then, that small businesses like yours are struggling.
But there is a solution – people can support your business even when they aren’t shopping with you. If you become part of the local community and create a bond with your customers, they will be emotionally invested in seeing your business succeed. They might sign petitions to keep you afloat, recommend your services to others, share your social media posts, donate raw materials, or help in other ways. That’s why marketing strategies for small businesses that focus on engaging customers and building relationships with them are so important right now. They will also help in the long run when things eventually go back to normal; the customers who fell in love with your business will come back and help you grow.