How to market your business during a pandemic
Coronavirus has affected every business, whether you’re a local restaurant or a kitchen table entrepreneur – we have had to adapt the way we do business. The same goes for marketing a business too. Budgets have been cut, global anxiety is affecting many and consumer behaviours have changed.
In this article I’m going go over the ways you can still market your business in a pandemic, whilst being mindful of your customers concerns.
- Keep Your Coronavirus Business Information Visible
On your website, include a coronavirus business update. What are you doing to keep things running smoothly during this time? Are deliveries affected? How can members of the public keep safe if they are coming onto your premises?
These are all things to put into your coronavirus business policy. Any information that your customer will need to know prior to purchase, or prior to arrival to your premises.
Side note: Make sure any updated hours are clearly stated both on your website and on Google. I’ve seen many listed on Google as Temporarily Closed when they were not.
2. Get creative with offers
Buyers are feeling nervous about unnecessary purchases, especially if your target demographic are working in at-risk sectors. Consider offering loyal followers a unique offer to welcome them back out into the world and encourage buying.
Free trials and a clear returns or cancellation policy are just some ideas to help your customers feel more confident in this unique time. By now you’ve probably noticed things can change in as little as 24 hours for all of us, make your customers feel supported in this time of crisis and not seen as a commodity.
Restaurants have a great opportunity with the Government scheme Eat Out To Help Out. Encourage customers to check in on Facebook for a complimentary drink, or share a photo on Instagram of their food for a discount for NEXT month. Work on getting repeat custom and referrals.
3. Work with relevant influencers on affiliate marketing
Affiliate marketing can be a great way to make more sales without an initial outlay. Many influencers are happy to work on an affiliate basis, meaning they will get paid once a customer has purchased.
A cycling sportswear brand may look into new cyclists on Instagram who are growing a good following and provide a specific discount code to the store to track sales.
A restaurant may work with local food bloggers to increase bookings. (Once again, Eat Out To Help Out)
You may even collaborate with other related businesses to refer eachother customers. The possibility is endless with affiliate marketing and you can work with as many as you’d like. I’ll be covering more on affiliate marketing in a later article.
4. Get involved with online networking
Online networking has skyrocketed during lockdown, and it’s been a great way to meet new businesses and strategise together about the “new normal”. With loneliness affecting so many right now, online networking can be a great way to connect with humans again – instead of talking to your cat (or is that just me?).
Have a look online for some and join in. As there is no travel required, you may be able to attend more than before and meet more potential leads.
Remember, add value to these networking events and don’t push your products. They will remember how you made them feel, not your product or service.