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These times are uncertain, and we are all feeling the impact that COVID-19 is having on ourselves, our family, and our economy. Many of us are not sure what to do, especially if you are a small business owner.
The AE Design Co. team has undoubtedly been impacted. While many of us work from home already, our kids are now at home working with us. We’re managing our business and our families at once. We’re one-part marketing consultants and one-part home school teachers. We also have to share space and juggle conference times when our spouses need to be on a call at the same time. It’s a lot to juggle while still trying to maintain the same level of service, but so far, so good. Plus, it doesn’t hurt to have close relationships with our clients.
If you haven’t seen this video yet, check it out for a quick laugh!
More importantly, some of our clients are anxious and not sure how to proceed. Many small businesses are afraid to move forward in fear of having to shut down or deal with cash flow issues in general. Some feel it’s safer just to stop everything and figure out how to survive then to continue moving forward.
There are lots of changes that we are all getting used to and more to come during these unique times. And we all have questions:
Should you Market your Business During this Time? YES!
If you know me, you know that I am all about planning before doing. Now more than ever, we need a proactive plan to adjust and adapt to the current situation. We need to re-evaluate how we lead our teams and speak to our customers and, more importantly, consider new ways to manage and position our brand to connect authentically. So, yes, market your business but plan carefully.
But How? See the Opportunity!
Your competition may be driven out of the market, or they may just pull back on their own due to fear. Choose to be optimistic. This could be your opportunity to get ahead!
If this article does nothing else, I hope that it serves as a motivator for you! We’re going to help you get through this! There is opportunity! Don’t just put a bandaid on these problems; you have to look down the road 12 – 24 months from now. Where will you be?
Marketing Strategy for COVID-19
Use social media to be a voice in your community and for your prospects, be an authority, and a leader – With more people at home and spending even more time on social media, this is your opportunity to provide compelling content to connect with your audience. Be encouraging, inspirational, uplifting – be real.
Double down on your advertising spend – A lot of your competition may be pulling back and going into hiding to survive. This is your opportunity to double down on Search Engine Marketing or Facebook Advertising. Take the stage! Plus, costs may be coming down.
Give training – Be helpful! – Genuinely help people with your expertise to help them get through this (like I’m doing now).
Eliminate risk for prospects – Can you offer some of your time for free? Free trial, free consultation, free step-by-step guide? We’re not necessarily talking about a lead generation offer, but something that your audience can realistically apply themselves. Think about a portion of your offering that your customers can take the lead on to save you time in your final service and reduce their price. Think this is far fetched? These times require creative thinking!
Virtual fulfillment & virtual events – Move your delivery to virtual (and save costs!) Use live chat and video conferencing instead of in-person meetings. Were you planning to attend or host an event? Due to restrictions of large gatherings, this isn’t possible. Host a live virtual event and get your people together. There are intuitive tools like Zoom for video conferencing to get you up and running in no time.
Generate awareness via content marketing – It’s true. Some consumers may be resistant to spend money during this time, but it doesn’t mean they won’t be ready later. Many of them may be spending their extra time doing their research now. Provide helpful articles, videos, infographics, and presentations that attract potential customers and get them into your content marketing funnel.
Provide value & generate leads – People still need help and will be looking more than ever for free info (they want to learn how to do something on their own). Take advantage of this. While these people may not be ready to buy right now, they may later. This is your opportunity to focus on getting people in (generating leads) via lead magnets, tripwires or frontend products. Provide value, and nurture these folks until they’re ready.
Nurture into customers via mail marketing – Email marketing is one of the cheapest ways to market your business (and the most effective). Set yourself up for long-term success by building relationships through email marketing. Nurture your existing leads into customers in an authentic way using this channel.
Leverage the fact that you are a small business – Be personal. The community will know that small businesses are hit the hardest. Walmart and other large corporations will be fine; it’s the small businesses that need more support than ever! Show your personal side. Introduce your team, talk about families, etc.
So what do you do right now? COVID-19 Small Business Marketing Checklist
Ok, so all of these recommendations are great, but what do you do right now – today?!! Consider these immediate action steps.
The common theme here is to be helpful!
In Conclusion
Will you choose to be a victim or use this as an opportunity to get ahead or, at the very least, be helpful? I’m incredibly optimistic that COVID-19 is going to fuel innovation for many of us.
Top take-aways:
Not a Small Business Owner? How to Help Small Businesses during the COVD-19 Outbreak
Some small businesses are simply forced to close their doors. The support you can give small businesses can help put food on their family’s tables, put their kids through school, and, more importantly, right now, help keep them going as well as the economy. Until there is more help, we all need to pitch in.
No one has ever become poor by giving.
– Anne Frank
We’re Here for You!
We want you to know that AE Design Co. is here for you and, as always, work hard to make sure that your marketing investments (whether time or money) are working for you. And, we are sensitive to each business’ financial circumstances during these difficult times.
I am offering one-on-one consultations to help those that have been impacted and just need some guidance or training in lieu of ongoing marketing implementation services. Pick a time on my calendar by clicking on the “Hourly Marketing Consultation” here.
How I can help:
There is calm in the chaos. Peace is in you. Tell us how you can use the help right now! Or, share how you have adjusted your business recently.
Hello! I’m AE Design Co’s lead Digital Strategist, Marketing Consultant and Creative Director. For over 15 years, I’ve been helping busy businesses get a grip on their marketing by aligning marketing objectives with business goals to increase their profits year-over-year.