Marketing your business during and after COVID-19
Over the past two months, many businesses have been able to quickly rethink their marketing strategies, and come up with new strategies that target the current needs of clients in our new COVID-19 world.
Now that social distancing regulations are being relaxed – to a more or less extent, depending on what state or territory you live in – it’s important that we think about how to market our businesses during the post-COVID-19-era.
For many, COVID-19 isolation has meant self-reflection
Due to COVID-19 restrictions, many of your potential clients or customers have more time on their hands than they previously did. Having this time on their hands has allowed people to reflect on their lives, and maybe also the fact that they will not be around forever.
Many people have been deciding to finally actually do things that they have been thinking about doing for years, but never had the time or incentive to do so, until now.
Therein lies an opportunity for all businesses and organisations to send out a strong message that now is the time to (a) renovate that bathroom, (b) enrol in that course, (c) plan that trip overseas, (d) get that book edited and self-published, or (e) buy the service or product that you are offering.
And when you’re sending out that message, make sure you make it clear why people should purchase your goods or services (rather than other people’s goods and services) in this specific time and place.
For many older people, COVID-19 isolation has meant learning online skills
If your client base includes people over sixty, it’s important to be aware that many of these clients have learned online skills during the COVID-19 lockdown period.
Compared to pre-COVID-19, the over-fifties are far more IT-savvy and more likely to want to deal with them remotely, via Zoom or telephone.
For more about this phenomenon, go to How our clients’ needs have changed as a result of COVID-19.
Exactly what message do you need to send out, right now?
It’s important that the message you are sending out right now sounds, and is, current. That is, that it is relevant to your clients in the context of these different times that they find ourselves living in: COVID-19 and post-COVID-19.
For example, if you sell bathroom equipment, or if you’re a bathroom renovator, your promotions could go something like this: ‘What better time to get your bathroom renovated than now, when you’re stuck at home?’
If you’re a hairdresser, you could advertise the fact you are open and COVID-19 safe (i.e. practising all the required social distancing and safety measures). Remind people that their hair still needs to be looked after, even if hardly anyone gets to see it nowadays. As people start emerging from their houses and going back to work, offer specials on a ‘post-COVID-19’ colour/cut.
My business has specialised in writing, editing and producing self-published memoirs and autobiographies for years. My marketing strategy since the beginning of COVID-19 restrictions has been to send out strong messages that (a) I am open for business, (b) I am consulting with clients and providing all services online, via Zoom, email, telephone and, when necessary, post, and (c) now – when many people are working at home, or not working at all – is the perfect time to write your life story, or get your elderly parent’s life story written, edited and self-published. If you’d like your life story recorded, written and/or self-published, contact Sally-Anne, or other life stories writers at Life Stories Australia.
How to market in 2020 and beyond
How do you get your COVID-19/post-COVID-19 marketing message out to your clients?
- Use social media platforms such as LinkedIn (LI), Facebook (FB), Instagram
- Keep your website up-to-date, post blogs regularly on your blog, and post news items regularly on your news page
- Register your business on the various free sites available: Gumtree, TrueLocal, WhereIs, Hotfrog, to name a few. Search your local area registries – for example, business registries run by your local council – for a free listing
- Keep your paid Sensis Yellow Pages advertisements up-to-date and relevant
- Visit other people’s FB or LI pages and groups, and interact publicly; offer your expert opinion; write reviews on their pages or Sensis ads. This will help drive more traffic to your business pages on FB or LI and/or your website.
Note: I use business pages on Facebook, Instagram, LinkedIn, TrueLocal and WhereIs. I interact via LinkedIn and Facebook groups and via my timeline very regularly. I sometimes go on local talkback radio (ABC) and talk about my business. The only paid ad I use is Sensis Yellow Pages but I do pay for memberships with ICN (a national business register), Institute of Professional Editors and Life Stories Australia.
Image: courtesy of Alexis Fotos, Pixabay.
Proofread by Dee Sansom, On Time Typing, Editing and Proofreading
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