These are challenging and stressful circumstances, particularly for small businesses. Regardless of the uncertainty, it’s important to continue and adapt your marketing during covid-19. Now is a great time to pivot where necessary, maintain or establish communication, and know where resources are available for your small business.
Resources For SMB Owners During Covid-19
There are a lot of great resources available for small businesses. Whether it’s from the government or larger corporations, there’s help available to ensure your business makes it to the other side of this crisis.
However, be aware of fraudulent resources, which have been on the rise during the pandemic. Be sure to look at emails, texts and invoices with increased scrutiny, and reach out to a client or company if something doesn’t look right. Fraudsters are getting smart, executing advanced scams like hacking into email servers and sending fake invoices.
- If you’re in the United States: For a simple and helpful option, visit Alice. Fill out a survey and learn about the different resources available based on your unique situation.
- If you’re in Spain: Whether you’re a freelancer, need to pause your utilities, or suspend social security payments, there’s likely a way the Spanish government can help you get by. Check out what’s available here.
- If you’re looking for additional support beyond government assistance: Forbes has put together a list of additional resources for small businesses. With help from companies like GoFundMe, Amazon, and Facebook, you may be eligible for an extra boost from corporations that are under less pressure.
Know your Competition During Covid-19
There have been many hurdles for companies to face over the last few months. But the pandemic presents an opportunity for small businesses where large corporations are dropping the ball. Big box stores are having trouble meeting demand and postal companies are reaching Christmas-level delivery volumes. It’s an excellent time for small companies to fill those needs.
According to Pymts.com, “smaller niche brands specializing in particular types of goods…are aiming to send them directly to customers” and “if (Amazon) trained them to expect their digital orders nearly instantly (and) can’t provide that for them, other companies that think they can are stepping in to try.”
Since supply chains have slowed due to capacity, all mail is moving slower than normal. However, this still poses an opportunity for small businesses to close the gap. The movement to buy local has been growing steadily over the last few years, and this is the best time to capitalize on that sentiment.
As a small business, it’s important to continue and improve your communication with local customers. Adapt your marketing strategy to the challenges your community is facing during this pandemic. Let them know you are an option and an alternative to the big corporations, whether it be through contact-less pick-up, delivery, or to-go.
Marketing During Covid-19
Marketing during Covid-19 can be challenging for small businesses, particularly during a pandemic. If you’re a sustainable brand, you might even be facing more obstacles as people focus their money and interest on products or nonprofit organizations that are more top of mind. As a brand, it’s difficult to know what to say when people are experiencing hardship, but this doesn’t mean you should halt all marketing activities.
How to focus your marketing during the Covid-19 pandemic:
- Stay connected. Keep your customers informed through social media or e-mail. Establishing, maintaining and growing your community is a great way to boost sales now and in the future.
- Make improvements. There are likely items on your to-do list that have been on the back burner, and now is the time to check them off. Update your website or pivot your content strategy. Learn new skills like photoshop or take a course on SEO.
- Plan for the future: Schedule future social posts, create a drip campaign, draft welcome emails for new customers. You can even stimulate buying for later on with gift card purchases.
- Reuse or repurpose. You don’t always need to be creating new content. Look through your old content and see what will still resonate with your audience during this time.
- Give back. Have you considered donating money or medical supplies? Are you able to donate a percentage of purchases to Covid-19 relief or a local food bank? Purpose-driven companies are successful companies, so find a cause that resonates with your core values.
- Create partnerships. Work with organizations or nonprofits and see how you can work together to offer something positive during this challenging time. Rather than focus on profit in your marketing campaigns, build connections and create solutions.
If you’re reevaluating your marketing during Covid-19, there’s no time like the present. Sustainable marketing is always important to ensure your money is being used wisely and that your brand remains relevant.
Continuing Marketing Momentum
If you’re looking for some inspiration during this time there are lots of great brands who haven’t let up on their marketing efforts during Covid-19. Patagonia is a great example of finding a medium that works for them and has investing in it to create great content. Their Instagram page shows how video is a big part of their marketing, and does a great job of capturing their passion for the environment. If you don’t currently use video in your social media, now is a great time to learn how you can incorporate it into your marketing strategy. The investment will pay off, as 88% of video marketers are satisfied with the ROI of their video marketing efforts on social media.
Ecosia, a search engine that plants trees, is another brand that hasn’t slowed its marketing efforts. In a recent blog, the company chose to highlight a part of their target market that is highly affected by the pandemic: students. They wrote about how their campaigners are coping during in isolation, how they are handing remote classes, and how Ecosia is still a big part of their learning experience. Ecosia took to Twitter to amplify their blog, and drive traffic to their website through social media.
These brands haven’t let Covid-19 halt their efforts to build a more sustainable world, learn here how you can continue to stay sustainable while staying home. Sharing the ways your team continue to live its brand values during these challenging times can help to inspire your community and build loyalty.
Adapt to the “New Normal”
During this difficult time, you might find it challenging to get motivated, or your business might be suffering due to rent and lay-offs. Everyone is struggling with the consequences of Covid-19 in some way. Even once isolation rules are lifted, we’re likely to see sweeping changes in business and everyday life so it’s important to adapt and pivot. Each day, try to make small updates or contributions to your marketing strategy and see what continues to work and what isn’t. Be sure to remind your community of your company’s core values, why they align with them and consider ways to remain sustainable even during the pandemic.
Looking for new ways to approach your marketing strategy and adapt during Covid-19?