We think we can all safely say that business has changed over the last 12 months. Lockdowns, social distancing, what seems like continuous pivoting, and uncertainty have certainly taken their toll on many business owners and their clients. However, despite the uncertainty that we’ve experienced and are due to continue to encounter, marketing during a pandemic can teach us some valuable lessons.
Before we go any further, it’s important to plant the seeds of this blog. The pandemic has required not one but four very rapid changes to procedures, opening processes, and marketing strategies for some businesses. Pivoting on a pinhead of safety for staff and customers, combined with staying within the realms of legislation and public acceptability whilst attempting to maintain a functioning business. Difficult at the best of times. For some, a change of marketing strategy has helped retain existing customers and build up a new client base. These adapted marketing plans can not only be used during the pandemic and easing of lockdown but can also be used beyond that.
Keep talking to your customers, and don’t panic
Your business has had to close; you’ve had to tell customers you can’t deliver a service at the moment. Maybe it’s reopening but with different processes in place. Firstly, let’s not call it closed; let’s call it hibernating. For as long as a company has the potential to reopen, it should communicate that with its customer base using whatever platforms it has available to it. If it’s coming out of hibernation and has new procedures and processes, it should also let its customers know that.
At this point, we need to add that Google My Business (GMB) is your friend here. GMB has provided tools to let companies easily update their listings with everything their customers need to know about Covid-19 and related restrictions. For hospitality businesses and attractions, TripAdvisor has similar tools.
Sincerity and clarity are your friends
We work with businesses of all sizes, and one small business that we know embraced clarity of message and ran with it. In previous times, when anything happened that meant they had to close unexpectedly, they’d simply post “Closed due to unforeseen circumstances”. The pandemic changed that viewpoint, as they discovered that pretty much every circumstance was unforeseen, and they also wanted their customers to know that they weren’t closed due to infections. So, they decided to explain why they were shut. They discovered that their customers were able to adjust their expectations more quickly and showed support towards them.
Additionally, it’s worth considering moving away from typical sales pitch marketing techniques and becoming more supportive of your audience. You have no idea what they are experiencing, so supporting your audience rather than selling to them can be a far more successful marketing strategy.
Alongside this, you should consider the tone of voice that your business uses. With the news full of doom and gloom, keeping things positive and friendly can make sharing important information far more effective.
Keep it relevant
We could have called this know your audience. Find out what your customers need to know about your business. As you begin to reopen after restrictions have eased, this could be as simple as doing an online survey to see what services they have missed the most so you can focus on those first.
Plan ahead
No one knows when or if things will go back to normal. Life after a pandemic and numerous lockdowns will undoubtedly have changed your audience’s buying behaviours. Marketing techniques that may have worked well in the past may fall flat in the future. So, plan ahead and consider what your message will be and how you will get it across. That way, when the pandemic is finally behind us, you’ll be way ahead.
Not Another Marketing Agency create bespoke marketing strategies for businesses of all shapes and sizes. If you’d like our help planning for tomorrow and beyond, drop us an email.
