How do I market during the COVID-19 pandemic?

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How do I market during the COVID-19 pandemic?

The World Health Organization has called COVID-19 or the coronavirus, a global pandemic. This is a time of great uncertainty where things are changing by the hour. It can be difficult to know what you should do. We would like to provide some direction about how your small business should navigate all of these business changes. 

Google reports that searches about COVID-19 have increased significantly over the past few weeks, but so have searches for products and services related to the pandemic. Searches also indicate how people are dealing with the pandemic. You need to consider if your business works in any of these fields or if you have products or services that can help people cope with the pandemic.

Communicate changes

Be sure that your website and social media are up to date with the hours you are open and changes in services you are providing. Share information about the precautions your business is taking to keep both your clients and your employees safe. Efficiently and effectively communicate with your customers. As we all know, we’re getting quite a few emails about how businesses are dealing with the COVID-19 pandemic. Be cognizant of all the communications people are getting and make sure your email stands out by being short and to the point. Give them the information they need to continue doing business with you.

Update your Google My Business profile. This will update your business in Google Search and Maps. Consider the long-term relationship you have with your clients, especially if your business must close due to the pandemic. Remember to inform your clients how you are going to handle rescheduling or refunds. You must give them a reason to return to you after the pandemic subsides.

Monitor your accounts

During this unprecedented time, it is very important to monitor your web page and social media accounts and make sure you comment on a timely basis. If your paid search and social accounts are dropping, that is your new reality. You can’t control what people are searching for, but you can be ready for those that are still interested or when other customers return to your business. You don’t want to go dark to your clients, but you do want to be responsive and supportive of their current concerns. You may not be able to do anything for them now but reassure them that you will be there when things return to normal.

It is very important to monitor your social media accounts for misleading or incorrect information. There is a lot of misinformation being spread and fear-based comments can turn potential customers away. You should answer questions promptly and honestly. Do all you can to help your clients and potential clients through this difficult time.

Review and adjust your strategy

Many changes have been made because of this pandemic. This is a stressful time for your clients. As marketers, we need to stay calm and keep focused on the future. Provide clear, concise and correct messages. Review your advertising and social media. You may need to let clients know that you’re out of a certain product or that an event is no longer going to take place. You may need to stop certain campaigns and even limit your budget based on the type of product or service you provide.  

You should consider overhauling your marketing strategy in light of our new reality. It is a good time to reallocate your funds to brand building and relevant messaging. It is important to stay in contact with your clients and let them know how your business is moving forward. Be prepared for when the pandemic is over, and the economy is recovering.

We know this is a stressful time for you. We are here to help you craft your message, monitor your social media, update your website and reevaluate your marketing strategy. We’ll work with you to make the best marketing decisions for your business today and in the future. Contact Outlook Business Solutions to find out how we can help you maximize your marketing budget during this pandemic.