Social distancing and lockdown regulations have forced companies of all sizes to either completely shut their doors, or work from home.
Unfortunately, as expected, these new pandemic measures have placed significant practical and financial pressures on many industries, making it hard to run BAU.
If your company has been affected, you may be asking, what do I do now? How do I navigate these turmoil times? Where do I focus my energy?
Right now, people are seeking answers. If you become that glimmer of hope, ready to fix a customer's problem instantly, you will be putting your business ahead of the game. That's why investing time now into your marketing strategy is the best way to guarantee your business not only stays afloat but thrives.
Here are our top six business tips for surviving this pandemic.
1. Get creative with the way you do business
The landscape of the world is changing, and this is causing many marketing strategies to be ineffective. If you want to be one of those people who swim not sink, now is the time to put your thinking cap on and get creative.
If the fundamental way you do market is not possible anymore, how can you adapt it to this new climate? What aspects of your business can you enhance to make sure you still targeting your customers?
Examples of this can be:
• Maybe you start focusing only on the digital features of your business?
• Instead of being solely in-store, how about delivery?
• Instead of being solely in-store, how about delivery?
TIP: Remember, you're not alone during this process. There are digital marketing agencies out there at that are experts at coming up with these types of ideas. Don't be afraid to ask us for help.
2. Reassess your avatar
When budgets and profits low, you may not want to spend a large amount of money trying to target a vast audience. You want to make sure that the people you are targeting are looking for what you are offering.
To make the most of your advertisement spending, narrow down your niche and target these customers. People are looking for specific answers to specific problems. So, by being particular as to who your audience is, you will not only increase your conversion rate but gain back a little energy and time.
3. Establish a strong brand story
• Who are you?
• What services do you offer?
• How can you help the problems your avatars have now?
• What services do you offer?
• How can you help the problems your avatars have now?
When establishing your business, you would have already answered the above questions. However, now is the time to adjust these answers. Uncertain times are upon on us, and by projecting a message of hope and security, you show that you care.
By making your story emotional and empathic, customers will feel supported. By being assertive and factual, you are showing confidence and reassurance. These are the things that people are looking for the most.
4. Look at ways you can reach more people for less
Unless you're the CEO of a ventilator company or a supermarket chain (both who are seeing a significant profit increase), you may be struggling a little with the financials.
That’s okay don't stress. There are ways you can change your online marketing approach to ensure your projecting your message, without costing you a bomb.
When looking into promotional content, videos continue to be the most effective form of digital communication. The best part? They can also be the cheapest.
Every time someone views a photo advertisement, it can cost you as little as 18 cents. However, every time someone watches a video advertisement, it can be as little as two cents.
Two cents! It's an easy choice. It cost even less than our lowest AUD coin. Cannot be any better than that.
Facebook favours video for this exact reason, which is why every second piece of content that seems to pop up on your feed is a video. Through Facebook Business Manager you can hone in on this even further by being able to create customised audiences and target them in many more ways.
You can even find people who are most likely to buy your service based on their buying behaviours in the past and other data points Facebook has on them.
In order to get the best ROI or "bang for your buck", video blogs, webinars, live streams, and online tutorials are just a few examples of ways you can advertise through video.
TIP: GIFs are a great alternative to videos as they still have the same engagement but are cheaper and easier to make. Canva is an excellent tool you can use to create one yourself.
5. Communication through content is key
If you already communicate with your customers, now is the time to ramp it up. People need to hear from your business, and that is why content marketing should become a priority.
When people have an issue, they want to find a resolution quickly and easily. Being active on social media, providing helpful blogs, making tutorial videos and extending consistent communication, all make customers feel supported and cared for, building trust for the future.
To be most effective, make sure you incorporate one or more of these elements in your content:
• Include useful information that will help them with their problem right now
• Content that is entertaining is good as your audience is probably bored (welcome to self-isolation)
• Thoughtful, empathetic or positive messages help increase morale
• Content that is entertaining is good as your audience is probably bored (welcome to self-isolation)
• Thoughtful, empathetic or positive messages help increase morale
As a business, you want to become that shoulder to lean on in whatever specialty you’re offering. Doing this allows you to build a relationship with your audience, a relationship they will always remember.
6. Stay positive and calm
This point is probably the most important to your business’s survival. It can be easier to get yourself all tied up in the stress and negativity of the current situation, but that is not going to help you now or in the long run.
Take time out for your health. Exercise, read, watch Netflix, or do whatever you need to de-stress. Ensure you get enough sleep and eat well. Staying healthy increases productivity and success.
There may be a lot of things you cannot influence right now, but your health and wellbeing is one thing you can. If you stay in optimal shape, you are giving your business the best chance it can to thrive.
Blake Zibara is lead consultant at Happy Hippo Media.
