Written by There’s nothing like a global pandemic to expose our marketing strengths and weaknesses. I want to be a resource for you in this time and help focus on opportunities within the current trials. Here are three practices that will strengthen your marketing efforts and make you a true business hero in our community.
Be ready to Pivot.
Utilize the resources available – your website (if you don’t have one, get one), social media, conference calls and video calls. Many local stores are offering discounts on product sales via phone or web with curbside pick up. A lot of our fitness businesses are offering online training and useful tips via social media, email and video calls. Do what fits your industry and meets the needs of your customers.
Get Real.
There’s no guide on how to communicate with your customers at this time. All we know is that people value transparency. So tell them the truth about why you are closed or only partially open or shifting gears. Remember not to scare anyone and only share what is necessary.
Think Long Term. Act Now.
At some point the lockdown period will pass. This is a time to be strategic about marketing efforts. Keep your business in front of people even if you have to close. Place your print ad with a shout out to those “essential workers” still doing their jobs to help us live our lives; post a picture of the local sanitation guy picking up your trash with a #thankyouessentialworker; or sponsor meals at a local restaurant for our healthcare workers.
If you stop everything, you’ll have to begin again when all is over. Why not keep in touch with customers and potential customers to come out the other side of this thing with stronger relationships, higher perceived value and a business that overcame.
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