Marketing Your Business Following The Coronavirus Lockdown
The Coronavirus pandemic has been a threat to the entire global economy and without a doubt, small businesses have taken the biggest hit of all. That being said, with over two months of lockdown now under our belts here in the UK, we are starting to see the first steps to be taken towards a new normal.
Now is the time to start strategising just how to navigate a post-lockdown society, reevaluating marketing objectives and planning how to achieve them. The post-lockdown era will see businesses competing frantically for attention, so it is more important than ever to make yourselves heard above all the marketing noise. This can be a challenge at the best of times, but when budgets are tight, extensive levels of intuition and coherence and with an added bit of creative flair, can ensure your message is heard.
So to help, we have put together our top tips for marketing your business during this time:
Promote the people behind the brand
One thing is for sure, Covid-19 has made us realise the power of the workforce. From clapping on our doorsteps every Thursday evening to going out of our way to help those more vulnerable than us, it’s no longer just the optimistic few amongst us that believe we are moving towards a more empathetic way of leading our lives. A good marketing strategy after the lockdown will focus on the professionals and employees that create a relatable brand identity, one that values their people.
IC Tip: Encourage positive news stories from both staff and clients that can be talked about. Use your social media channels to promote your team and to thank them for all of their hard work and commitment during this difficult time. Show the world who is behind your brand or company and encourage people to engage with you.
Put your customer at the forefront
It’s more important than ever to listen to your customers and to pitch your marketing strategy accordingly. A tone of voice is crucial to ensure you are speaking to your customers correctly. Empathy, kindness, compassion, are all key to reaching your customers at this time. Try and stay in tune with how you think your audience is feeling as we crucially navigate our way out of lockdown together.
IC Tip: Create or modify your tone of voice to reflect what you have learnt during the pandemic and apply them to how it can help or relate to your audience and clients.
Encourage charitable behaviour
No act of kindness is too small during difficult times. Ignoring the age-old saying ‘time equals money’ and investing time in philanthropic activities could not only help your brand, which is great, but the focus should be on helping someone else. It’s no longer just up to the large corporations to uphold societal responsibilities, even as a startup you can make a big difference and in turn find you have built lasting, meaningful relationships that strengthen your brand and how you are perceived in the local community.
IC Tip: Consider how you can donate time, money, services, product or support for those who may be able to benefit from it.
Build your social media presence
We have probably all come to terms with the fact that not everything is going to go back to normal straight away, and so your digital content shouldn’t either. Your website content and social media updates should remain reactive to any changes in government updates, guidelines or the general mood of the public. However, promoting your products or services IS acceptable. In fact it is comforting for your audience to know that you are back in business, as long as it is considered and fits the current situation. Inspiring, aspirational or ‘stay safe’ content is a great way to stay relevant while remaining sensitive to different circumstances right now, but that might change as the situation improves. Of course, timing and social listening are more important than ever, so take advantage of the quiet before the storm.
IC Tip: Write the blog posts you never get round to, plan your social media content, research competitor accounts and interact with your followers - build or enhance your social media foundations so you can hit the ground running when you get back to work.
To fail to prepare...
...is to prepare to fail. An oldie but a goodie and something that is particularly relevant right now. We are all eager to get back to normality, and with this in mind, it is best to plan for a surge in customers, enquiries and orders when you open for business. Certainly a good problem to have but preparation is key.
Making sure things run smoothly is vital to maintaining a good relationship with your customers. This means that you need to have a clear system in place to respond to the new business environment that we’ll all be working under in terms of health, safety and hygiene. And it’s vital that you communicate this with your customers, not only will it reassure them that you are professional and responsible, but it will help you to manage operations as and when getting back to work happens.
IC Tip: Communicate your plans with your customers and/or think of possible offers or promotions to build a bit of hype for reopening – a reason why customers should pay attention to you rather than the competition.
Get in touch
We pride ourselves in supporting our clients, whether it’s a marketing need or on a more personal note, we are here for you to lean on. Book a free virtual coffee to chat, discuss your ideas or get advice. No catches, no cost. If we can help your business navigate your way back after lockdown, we will. Just drop us a line at firstname.lastname@example.org.