As we face the pandemic, many business owners and marketing specialists are wondering whether their brand should address Coronavirus or just ignore it on their communications. Truth is, this is a massive world crisis, and ignoring it is just not right. Every family, every business is struggling. Brands should use this time to build a close relationship with their customers.
Once you decide to talk about Covid-19, the real problem is how to do it. But don’t worry Impact published an amazing coronavirus checklist for small business marketing that will guide you on this matter.
Coronavirus SMB Marketing Strategy Checklist
It seems like people are getting a minimum of five emails a day from businesses letting them know how they are handling coronavirus. While this might seem like overkill, it’s actually not. People appreciate being kept in the loop on what they are doing and any important information they might need, like stores closing or hours changing.
Companies that are doing this well are being informative, honest, and most importantly, focusing on what they know is important to their customers.
How you address coronavirus on your website will depend on your business. For example, if you’re in retail you’ll want to make sure that you call out changes in hours, e-commerce availability, and any change in shipping or other issues your customers might face.
If you are a service-based business, make sure your blog is up-to-date with information your customers need. Let them know how meetings will be affected (going digital) and any other ways you plan to continue working with your clients so they see minimal disruption.
If you’re in an industry like healthcare that will inevitably be inundated with questions and you don’t have a blog…start one! Creating easy-to-access resources for patients is crucial right now and will help ease the anxiety most of us are feeling.
3. Social media
Social media is one of the fastest ways to keep your customers up-to-date with the information they need. It’s also a great way to keep in regular contact with your audience and keep an eye on the conversations they are having online.
If you’re a business that’s had to temporarily close, it’s more important than ever not to ignore your social media. Keep your posts honest and let your customers know exactly what’s happening. Keep providing them with resources they might expect from you.
4. Google listings
If you have a business that depends on local foot traffic or in-person meetings, do not forget to update your Google My Business listing! Anyone searching for your business needs to know if you’ve had to change your hours (or close) and how to contact you.
This is especially important for those of you in the restaurant or hospitality industry. A lot of restaurants are still doing take-out and are reliant on this income. Since many people look up restaurant reviews, hours and menus via Google My Business, do not overlook this piece of your marketing right now.
5. Paid media
Many companies are going to be looking to cut their spend right now, and paid media will be a budget item that gets cut first.
As we mentioned in an earlier post, completely cutting off your ads is not advisable. By scaling down on your budget instead of cutting it completely, you won’t lose the optimizations your campaigns have built.
If you are running any paid media right now, you’ll also want to keep tone in mind. Running ads toward helpful resources to your clients or customers would be a better approach than pushing products or sales that might make your business come off as opportunistic in a time where people are worried about spending.
A good rule of thumb would be to ask yourself: “is this going to help my customers right now?”
Like Digital Sales & Marketing World, many live-events have been postponed, have gone virtual or worse, been canceled. If you were organizing an event, it’s important to keep both ticket holders and potential attendees up-to-date on all changes you’ve made, even if you don’t have all the details yet.
Send email updates, post information to your social media accounts, and update any event listings you had on third party websites, like Eventbrite.
Marketing can still help generate leads and give your sales team (if you have one) the tools they need to close deals with resources like video, content, and analytics on a budget.