How Businesses Can Market During COVID-19
COVID-19 is a crisis that no one was able to predict. Businesses of all sizes are hurting and have been forced to make adjustments; however there is little to no guidance on how small businesses can manage during these difficult times.
In this guide, I hope to provide some guidance on how businesses can continue to survive in these unprecedented times through marketing.
Is this an appropriate time to market your business?
I believe businesses who have the opportunity to continue running their business should take advantage of this luxury and make an effort to survive. The most important rule that I have learned is the value in customer relationships. Customer relationships are priceless as not only will they return for more business but also loyal customers will gladly recommend your business to their acquaintances. Failure to continue relationships in this type of environment may end up threatening the long term future of your business or organization.
Which businesses should be marketing at the moment?
Important questions to ask yourself are: Do your customers need you in this crisis? Will people still request your business? If the answers to the questions are a definitive yes, I believe your business should make an effort to inform your customers and make them aware about your business. For instance, educate your prospects and customers that your brick and mortar stores have closed, but your business has moved online to an e-commerce store. Let consumers know of new solutions, discounts, or offerings that you have developed to help them out in this crisis.
How can businesses effectively market in this crisis?
Customer behaviors are changing more than ever. Everyone is home and everything has switched online. It is not the time for big budget advertising as small businesses must also adjust to these changes.
Cost effective marketing strategies begin with developing content online. Establishing an online presence includes developing your own website, writing consistent blogs, video tutorials, and hosting Q&A sessions. These strategies will keep your consumers engaged and simultaneously grab the attention of prospects. A developed online presence will organically boost your Search Engine Optimization with Google. As a small business owner, I recommend Squarespace to develop any website. Squarespace is a user-friendly platform for creating your own webpages, and as someone who is not the most tech savvy, Squarespace truly made it easy for me!
Another marketing strategy is direct mail. Direct mail continues to be one of the most consistent and cost-efficient marketing strategies that seizes the opportunity of everyone being home. It is an easy, time-saving strategy that doesn’t require the development of a website nor online presence. Direct mail produces results by being personal, targeting the right audience with targeted mailing lists (LINK), and its ability to stand out amongst competitors. Direct mail marketing is a fantastic way to communicate to consumers directly and maintain that pre-coronavirus relationship.
The last strategy to utilize in this time of crisis is email marketing. Email marketing is simple and easy! You first need an email mailing list (LINK) that can either be cheaply purchased by data providers or you can utilize your own email customer list. Email mailing lists are customizable and you can segment by income, demographic, age, and more, to develop a list of consumers that best works for your small business! Email marketing service providers that I have utilized in the past and heard raving reviews about are Constant Contact and Mailchimp!
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As an expert in the direct mail industry and an active user in online marketing, I believe these strategies can really help market businesses in this time of crisis. Remember, you are not alone! Whether your strategy includes direct mail, website design and SEO, and online email marketing, there are companies, like Addressers, that can provide marketing services to help you out.
On a final note, stay positive as this crisis with COVID-19 will pass! Stay in contact with your clients and keep your business afloat by adapting and continuing to market your business! Good luck!