When the pandemic hit, the first thing you thought of was most likely the health and wellbeing of yourself and your family members. Then your mind shifted to how you will be able to keep your business afloat during uncertain times. For some, this meant closing the doors, for others it was a time to rethink your marketing plan and ways you can still attract and retain customers. Many business owners pivoted and adjusted their marketing efforts during the pandemic and many of these new ways to conduct business have poured over into a “post” pandemic world.
Focusing On Your Customer’s Needs
Although marketing during and after the pandemic can be difficult, the most important thing is to consider your customers' needs and how you can meet those needs in new ways.
Take for instance, if you have an older clientele, moving your business practices completely online may be a challenge. However, you could send direct mail to your clients with necessary information informing them you are fully open and operational, and direct them to a website where more information may be accessible to them at any time.
If your service provides subscriptions or allows people to pre-pay for your services, you might offer clients the ability to pause, extend, or even cancel their service (with minimal penalty). This will show your clients that you care about their wants and needs, and it will hopefully bring them back around in easier times.
Moving all of your services online (if they can be) is another way your customers can interact with your brand without having to leave their homes. Integrating chat bots, so clients can interact with you, increasing email marketing to promote discounts or sales, and coming up with different ways to possibly deliver your goods and services for those that may have not provided that option in the past. Making your business as accessible as possible is extremely important as clients are looking for safe and seamless ways to get what they need.
The Importance of Clear Messaging During a Pandemic
Clear messaging is essential whether it be informing clients of refunds, pausing of services, new ways to receive your products and services or health guidelines that need to be followed when entering the establishment. Making sure that your clients clearly understand what you are trying to convey is extremely important. This will allow for a seamless transition between you and your clients, and make them comfortable during these uncertain times.
Analyze Trends & Strategize with Marketing
Using your analytic trends, you can quickly figure out what marketing strategies work for you. Marketing during and post COVID is a lot different than before because you have to re-think your entire marketing strategy and pivot to new methods of advertising.
You may have to invest more on your website, paid online advertising and SEO (if you previously have not done that before). Investing in these strategies can help drive more traffic to your website and increase exposure and new clients.
Another way that you can utilize marketing strategies is by connecting with your previous clients in a different way to let them know that your business is still alive. Perhaps investing in a social media strategy. Posting pictures of your products and services, and video on ways that clients can interact with your brand can bring more attention and another free way to get in front of existing and potential clients.
Reimagine The New Normal In Your Industry
You might be wondering how everything will fall back into place post-pandemic. The truth is, no one really has that answer. The best you can do as a small business owner is roll with the punches (as you normally do) and have the ability to pivot at any given moment.
Identify trends within your industry and make sure you are giving yourself the competitive advantage. If your entire industry has integrated into online services and you neglect to make the complete transition, people will be more inclined to go with a digital option. The pandemic has made people more prone to spring for anything contactless, including any needed services. You will have to refocus your business into this new image of normal.
You must also remember that maintaining relationships are the most crucial part of maintaining your business. Keeping your clients happy will benefit your business in the long term.
In many ways, marketing overall has changed over the past year and half. Almost every business has had to re-think strategy, and make quick decisions regarding their business. The most important thing is to be prepared, and keep your clients needs in mind. Many businesses are still adapting to the new normal, and making changes daily in regards to their business. It’s important that you are constantly optimizing your business plan to be more modern, innovative, and prepared for any unforeseen events.
About the Author, Madison Taylor
Madison Taylor is the Brand Ambassador at ROK Financial. She is responsible for raising brand awareness and business relationships with business owners across the country. Madison loves that she plays a small role in getting Business Back To Business Through Simple Business Financing and looks forward to hearing what you think about the blogs she creates! Madison has been working in the financial space for six years, and loves it! When she is not at work, you will find her at home learning a new recipe to test out on her family or going on new adventures with her friends.