Small business marketing strategy during the shutdown
If you are one of the unfortunate businesses having to close because of the COVID-19 pandemic, I hope you will be able to reopen soon. While I realize that you have many concerns on your mind, don’t forget to consider your mall business marketing strategy. You still need to consider marketing your business, just in a different way. During this crisis, remember the 4 Cs:
Be CREATIVE in small business marketing strategy
In order to maintain your brand recognition during your shutdown you will need to exercise creativity in your small business marketing strategy. Because funds are tight, increase your social media presence. Posting on these platforms cost only your time and effort. Another inexpensive marketing channel is Constant Contact. If you have an email list of customers, now is the time to start an e-bulletin campaign. Even though your past posts have been about promotions or specials, now they need to remind your customers that you will reopen and the services or products you offer. Be creative in your messaging that tells customers and the community you will be coming back.
Be CONSISTENT in small business marketing strategy
Frequency is key in branding a business and small business marketing strategy. Consequently, you will need to post on your social media and in e-bulletins on a regular schedule. In general, this is the best process to follow. First, develop the topics for the posts. Then, create your graphics and text. Once you have these posts, you can determine a realistic posting schedule. I would recommend at least two posts per week.
Be COMMUNITY in small business marketing strategy
Depending on your business, think about what you can do for your community or to help in the crisis. This involvement will not only keep your brand in front of your customer base, it will increase your company’s goodwill while offering valuable assistance. These acts could be making sanitizer, food boxes, or PPE equipment. Now, more than ever, look at how your business could contribute positively.
Be CONFIDENT in small business marketing strategy
Finally, have confidence that you will survive and be reopening. This determination needs to be expressed to your employees, your customers, prospects, and the marketplace. In a time of uncertainty, your confidence will help provide reassurance that you will be back and better than ever.
About the Author
Paul Kowalski (or Pappy as he is called around the office) spent over two decades working at other agencies before opening Conach Marketing Group in 2008. The early part of his career was working with Fortune 500 clients at different agencies. However, working with smaller clients was his preference. This choice was because of the impact on a client’s business growth and forming closer, personal relationships.
When he was creating Conach, his goal was to bring those Fortune 500 strategies along with years of B2B marketing experience to small business marketing clients. As a result of focusing on business to business marketing, Conach specializes in construction marketing, financial marketing, and industrial marketing. Even though we are in Mid-Michigan, Conach provides marketing services to clients across the country.