May 14, 2020
As many small businesses find themselves struggling to get through this unprecedented crisis, they must learn to adapt in order to survive. The key to keeping your business viable starts with identifying the needs of your customers. You can then focus on adjusting your digital marketing strategy accordingly to promote how your business is handling the new rules and regulations that have been put in place to help stop the spread of the virus. Although this situation will continue to change the 'new normal' of the business landscape, there are plenty of things you can do now to maintain and even improve your online presence. Let's review some digital marketing action items that will help keep your business running as smoothly as possible during these tough times.
Update Your Google Business Listing
Nothing is more frustrating to customers than inaccurate information. Since it's typically the first place many look for information, updating your Google Business Listing should be one of your first actions to ensure that your customers are kept informed about your business’s actions during the COVID-19 pandemic. On your Google Business Listing, you can now indicate whether your business is temporarily closed, a feature not previously available. You can also adjust your hours of operation, and create posts that inform your audience about modified services like delivery and takeout or curbside pick-up.
Update Your Website
Most likely if someone is looking to contact your business or use your services they will also be searching for information on your website. Many customers may be curious about how you are operating during the quarantine period, thus making it extremely important to keep your content up-to-date and relevant to the current situation. Incorporating special notification banners regarding your overall approach to COVID-19 will help increase transparency and inform your audience about your response to the outbreak.
Share Your Status via Social Media Posts
People enjoy staying connected with their favorite businesses. If you were required or decided voluntarily to close your business to help control the spread of COVID-19, it’s even more important to continue engaging your audience on social media to let them know your status. Even while social distancing, many businesses might still be able to provide alternate or temporary solutions (ie: gyms & other activity-based service providers might offer new online workouts or training videos).
Keep Customers Informed with Email Marketing
I'm sure you’ve already received a number of these from other companies addressing their customers concerns regarding their responses and actions regarding COVID-19. Once you've established your business’s approach to the Coronavirus Pandemic, you can draft a statement for distribution to your customers. Releasing a statement about COVID-19 helps provide some peace of mind for your customers through transparency. It's still one of the most efficient ways to let customers know what your next steps are, and any changes you will be implementing moving forward. This is also always a great opportunity to promote your services, offer discounts and stay connected with your customers.
Implement Online Ordering & Delivery
With many restaurants shifting to take-out only services it becomes essential for these businesses to partner with delivery services like GrubHub, Doordash, or Postmates. In addition to restaurants utilizing these services there may be opportunities for other business to capitalize on. This of course ties back into making sure your website, email communications and social media presence are properly promoting how your business is using these delivery platforms.
Enhance Your Website with E-commerce
E-commerce websites are a must-have for businesses that are able to bring in at least 50% of their revenue online, but if online sales are the most viable option for the foreseeable future this could change the game plan for many businesses. Based on that fact, there will most likely be a major push for businesses entering the online marketplace so now is the time to get the process started. Choosing between custom development or off-the-shelf solutions depends on the specific requirements and your business needs. With a wide range of E-commerce solutions available it can be a bit overwhelming to determine the right fit, however if implemented properly, this approach could help keep the revenue flowing for your business.
Obviously, the main objective is to remain active with your online marketing initiatives and overall brand communications, even if your physical location may be temporarily shutdown. There are plenty of opportunities to continue engaging with your customers and now you might be able to find some extra time to tackle those 'to-dos' that you've always wanted to address, but couldn't fit into your busy schedule.
If you need help with your digital marketing strategy in response to COVID-19 please contact Corporate Communications, Inc. at 585.262.3430 or visit www.corporatecomm.com for more information about our services.