The COVID-19 pandemic has dramatically affected most businesses across the country. Many were forced to temporarily shut down in 2020 and make drastic changes to their operations, protocols, and offerings just to survive. Others haven’t been lucky enough to make it through the economic hardships.
If your small business is still plodding on, it’s time to plan for how you can make the most of it. Along with making all the necessary adjustments to comply with pandemic restrictions, you will need to strategize how you will market your business’s reopening. At this point, customers must know that your place of business is safe and that you can offer them what they need.
CrmXchange has always existed to provide businesses with insight into how they can better connect with their customers. With that in mind, we offer up these cost-effective tips for implementing as you plan for your reopening:
Keep People at the Forefront
You should base your full reopening and marketing plan around people, including your customers, audience, and staff. Follow all federal, state, and local guidelines for health and safety, and make sure your customers know that you are taking extra precautions to prevent coronavirus spread. Then and only then can you proceed to market your reopening.
Boost Your Budget
You will most likely need to make adjustments to your business budget. Evaluate how the pandemic has impacted your finances, and figure out how you can cut expenses and boost cash flow so that you can make the necessary changes to your operations and marketing strategy. If you need additional funds, see what small business grants and loans are available to you, including those offered by government and private companies.
One of the easiest ways to maintain a big-picture perspective of your finances is to review regular income statements. For example, regularly running a profit loss statement will provide you with a deeper understanding of how your business is doing. An income statement can easily organize information like revenue, expenses, profits, and losses, providing insight that can help you make decisions concerning your budget and marketing plan.
Provide Exclusives
Nothing can more effectively encourage existing and new customers to visit your business than offering exclusive deals and discounts. Create in-store discounts and advertise them on social media. Send out email promotions for products or services. Reward long-time customers with loyalty points or discounted memberships. Think of how you can incentivize people to choose your business and invest now for long-term success.
Transform Your Communication Strategy
There has never been a time when communication is more critical — and chances are you need to change your message and tone from what it was before the pandemic hit. Consider how the pandemic has impacted your customers, your community, and the world at large. Shape your marketing content to address pertinent issues and engage people where they are.
Use Free and Paid Ads
Social media is the most obvious way to promote your brand for free. Engage your audience by posting and interacting on Facebook, Instagram, Twitter, and any other platforms that your target market uses frequently. But don’t be afraid to spend a little money on advertising. Pay-per-click ads (e.g., Google Ads, Facebook Ads, LinkedIn Ads, etc.) are typically affordable, and they can go a long way in attracting customers to your business.
If your business is getting ready to reopen, it’s critical to make the most of the opportunity. Remember to consider your customers, audience, and staff at every turn as you put together your reopening and marketing plan. Determine how you can maximize your budget, and develop exclusive deals and promotions. Lastly, strategically shape your marketing message to meet individuals where they currently are, and take advantage of free and paid advertising. Then, you’ll have the foundation for a vital reopening.
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