How to market during the pandemic

From connecting in our relationships to running our small businesses, COVID-19 has transformed the way we live, work and socialize. I do feel fortunate that my family and I are healthy and safe, and I’m trying to find positive opportunities in all of this.

That’s why I recently shared an article called How to Pivot Your Small Business Strategy During the COVID-19 Crisis, on our website.

I am also hearing from many small business owners who are wondering whether or not to stop marketing during COVID-19. That article showed entrepreneurs how to market during the pandemic, including ways to create a crisis marketing strategy and to:

Help customers rather than simply selling to them

Focus on online events and offerings

Plan for future growth

Empower employees

As we continue self-isolating to prevent the spread of the novel coronavirus, I wanted to follow up with some other effective ways to keep your business running smoothly and successfully.

Here are 4 marketing strategies to consider:

1. Focus on digital campaigns

With the shutdown or slowdown of most brick-and-mortar businesses, entrepreneurs are relying more than ever on digital strategies. A big part of brand marketing during this pandemic and into the future is going to be shifting most (if not all) of your small business online.

In fact, Larry Kim from Mobile Monkey just wrote, “One new customer closed their brick and mortar locations nationwide and found web traffic is up +150%.”

According to Klaviyo, an email marketing platform that taps into a network of 30,000 businesses for insights, 22% of brands said they’re spending more on ads. And 66% of brands that are spending more on ads are also seeing increased efficiency, with a reduced cost per 1,000 impressions (CPM) and cost per click (CPC).

If you’re wondering how to market during the pandemic, consider using Facebook Ads, Google Ads, Instagram for Business or LinkedIn Ads to direct traffic to:

Well-researched and useful blogs and videos

Online products with free shipping

Virtual services you can offer, whether that’s financial therapy or online music lessons

Gift cards that can be used now or in the future

That said, don’t be afraid to pause campaigns that aren’t relevant right now, or that you think may turn your customers off.

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Part of brand marketing during this pandemic is knowing when to re-strategize and pivot, rather than continuing with an ad campaign that’s not going to resonate with—or even offends—your target audience.

2. Update your Google My Business listing

Your customers and potential customers are counting on you for the latest information about your small business. If you’re closing your company temporarily, whether you’re changing the hours you’re open or offering curbside pickup right now, you need to let people know.

Using Google Posts can be a great way to update people on everything from reduced hours to gift card purchases. Google has some guidance on how to best change your profile.

And don’t worry about SEO implications when you’re editing your profile. For example, marking your business as temporarily closed will not affect your search ranking, and Google will still display you in the search results.

If you don’t immediately see the changes that you make to your Google My Business profile, don’t panic. Google has said they may review updates for quality before publishing.

3. Don’t stop posting on social media

Even if you have to completely shutter your business for the time being, stay active online. In addition to tools like Google My Business, customers look to your Facebook, LinkedIn, Twitter and Instagram channels for the most up-to-date news. It looks really bad to have outdated posts or information languishing on your social media pages.

Some of the updates you could share include:

Your crisis management strategy, including the steps you’re taking to protect your employees and customers (sanitizing workstations, not letting sick employees work, ensuring employees wear gloves, etc.)

Changes to hours or business policies (for example, only letting one person into the store at a time)

If you’re taking online orders and/or offering free shipping

If you have private shopping or curbside pickup options

Uplifting quotes or personal messages