Looks Like Recess is Over. Small Business Marketing Learnings from the Last Lockdown
Welp. That was fun.
As the number of confirmed cases of COVID-19 continue to resurge, along with the death rate in some cases, it is becoming increasingly likely that many areas of the nation will be placed under lockdown once again.
If this happens, it will have a devastating impact on all businesses. Small businesses, however, do not have the luxury larger companies do to withstand an extensive down period. In order to survive, they must continue operations in some form.
At the same time, if lockdowns are put into effect again, shaking our fists and shouting at the heavens won’t do much good. Even if you’re someone who thinks the virus is “not a big deal,” the rest of the world does. That’s all that matters as it pertains to your business. It’s best to be prepared to quickly adapt to the situation if it is thrust upon you because adaptation is the key to survival. Bitterness is not.
Here are some things we learned and observed from the last lockdown that can help you continue to market your small business:
Don’t Square the Circle. We’ve mentioned this before but it bears repeating. Do not try to square the circle in terms of your business. If what it does just doesn’t work right now then you have to change it, even if it’s just temporary. When the stay-at-home orders first went into effect, many people thought “How can I get people to continue buying what I sell?” That is the completely wrong approach. What they should have been thinking about was what they were able to provide to people given what they are going through. So you’re a wedding videographer? Perhaps you could promote a video production package for folks who want to record a series for their YouTube channel or online course. Maybe even custom remote wedding experiences. Own a restaurant? Ouch. Let’s be honest though, people can only eat their own cooking for so long. What about a social campaign centered on a branded weekly meal plan program that can be delivered or picked up curbside? Try to think of ways you can make people’s lives easier within the context of their circumstances. That’s the entire purpose of business anyway.
Embrace the Role of Thought Leader. Unless you’re in the medical field, you will likely have more time on your hands if there’s another lockdown. Take the opportunity to establish yourself as a thought leader in your area by reaching out to as many media outlets as possible. Journalists and podcasters will have no shortage of a need for content from various perspectives. A simple way to do this is to sign up for HARO, short for Help A Reporter Out. HARO is a daily email filled with leads from journalists who need subjects and quotes for stories they are currently working on. It will take time and a lot of patience but you will eventually find something that aligns well with you and your business. You could even appear as a guest on other people’s podcasts or participate in their free Instagram live webinar. Whatever outlet you do choose, do not use the platform purely to hock your products. Leaving a simple way to contact you is fine but mainly use the opportunity to provide truly valuable information your audience will want to absorb because that’s what will make you memorable.
Create Your Own Media Outlet. Last time, many people began creating videos or podcasts focused on pandemic-related developments as they unfolded. Accountants translated the provisions of the CARES Act, podcasts specifically for entrepreneurs launching during COVID were born. You also have the power to do this, we all do. That is what has been the major paradigm shift in our society. Whereas there were once several barriers to entry to become a media outlet, there are now none. We can argue about whether or not this is a good thing some other time, the point is you should consider creating an outlet for your own brand. Whether it’s a video, podcast or yes even a blog, getting your voice out there is important so people can get a sense of you and keep you top of mind. (If you do go the podcast route and own a Mac or iPhone, you can record and edit using the Garage Band app native to iOS).
Lift Up Others. If you have an opportunity to cross-promote or share another small business on your social channels, do it. Everyone will need as much help as they can get and there’s nothing more helpful to a business than sharing them with as many spheres of influence as possible. They will likely return the favor and share your business with others in their network, so on and so forth.
Post Daily, If Not Several Times a Day. One of the most effective things we were able to do for one of our restaurant clients during the Spring was consistently post their specials. Nothing crazy; just simple, clean communication of the specials for that day. Our goal was to ensure whoever followed their account had content in their feed regularly so they would keep them in mind when determining what to eat that day. It got to a point where people were commenting requests for what the specials were if we didn’t post it fast enough, which is exactly where you want to be as a restaurant in the midst of a pandemic. If lockdowns return, you need to establish at least a month long posting schedule. Do not worry about posting too much, not everyone will see every post. Just become consistent and the algorithm will reward it.
Hopefully, we don’t go back into lockdown. If we do though, we strongly suggest you leverage these strategies to continue marketing your business in a compassionate way during what is shaping up to be the most economically challenging time in a generation. If you need help or more information on any of these, feel free to contact us.