3 Marketing Strategies for Small Businesses During COVID-19
If you’re a small business owner, you’re probably trying to figure out how to brace yourself for the worst of COVID-19.
Before we jump into marketing world, I just want to say: I’m so sorry. I wish we had a solution to this. I wish it were different.
Here at The Lane Collective, we believe so deeply that healthy, happy businesses support healthy, happy families, communities, and environments. That’s why we do what we do.
It’s in that spirit that we wanted to share three marketing ideas for small businesses during the novel coronavirus pandemic.
Learn 3 simple marketing strategies for small businesses struggling during the COVID-19 pandemic.
These are simple ideas, based on marketing fundamentals. That means they’ll be valuable well beyond the current situation.
One more quick note: we can help with all of the strategies mentioned on this list. While that’s not the point of this post - in fact, you can do all of these strategies on your own - we’re here to provide extra guidance and support if you need or want it.
We’re offering 19% off of all digital marketing work, from copywriting to consulting, for small businesses impacted by the coronavirus pandemic. (Nineteen because…well, you get it.)
With stores shuttered, your digital marketing is more important than ever. Digital marketing is basically all types of marketing that happen electronically. Here’s a deeper dive into digital marketing basics, if you’re interested.
Here are a few elements of digital marketing that most - if not all - small businesses should have:
Mobile-optimized website
Online store
Email marketing
Blog
Social media marketing
(Just to be clear, those elements are just the tip of the iceberg!)
If you don’t have a mobile-optimized website yet, that’s where you need to start. Don’t pass go, don’t collect $200. You can absolutely build the website yourself, but if you’d like assistance and guidance, know that we would LOVE to help you.
Request more info about our special website design offers just for small businesses.
So, assuming that you do have a mobile-optimized, SEO-friendly, conversion-focused website in place, and an online store, here are three additional marketing strategies to consider:
1. Launch a gift card campaign.
This strategy has been well-publicized, and for good reason! It’s simple and effective.
Here’s what you need to do to launch a gift card campaign:
Gather together all of the email addresses that you have; these will probably be a mix of customers and store visitors.
If you don’t have email addresses, what data about your customers do you have? Physical addresses? Phone numbers? You just need a way to get in touch with these people.
Create a simple email explaining that the best way to support your business during coronavirus is to purchase a gift card to be used in the future. You can write a simple, plain-text email, or create a beautifully designed one. It just depends on what your customers will like the most. Address questions like:
Can the gift card be used online?
Can you send it as a gift to someone else?
Can the gift card be used on sale items?
How much will shipping cost?
When will your business be open again?
What happens if you go out of business during the coronavirus? (It’s a concern for your customers, so just be honest and address it.)
Tip: Take a leaf out of Yonder Studio’s book, and say that gift card holders will get first dibs at any going out of business sale, if that comes to pass.
Highlight the gift card promotion on your website using a pop-up or a banner.
Remind your customers and subscribers about the offer in your email newsletters and blogs.
2. Create content you otherwise never have time to tackle. Our top two ideas? Blog or email newsletter!
Many small and local business owners say that they don’t run a blog or create content for their site because they don’t have time. There’s a chance that you now do have more free time, and could start a blog or email newsletter, or create free resources for your site.
Essentially, this is content marketing.
“Marketers who prioritize blogging efforts are 13x more likely to see positive ROI.”
Content marketing is an amazing tool for your business, because it allows you to provide helpful information to your prospects and customers. This info builds trust and strengthens relationships.
[Read Also: Small Business Marketing Tips - 2020 Edition]
We highly recommend the email newsletter or blog option for product-based businesses, and the free resources option for service-based businesses.
Here at The Lane Collective, we’re content marketing experts. If you are interested in talking with us about developing a blog, email newsletter, or set of relevant resources for your business, just click here.
3. Partner with other, related small businesses in your area to offer something special.
Partnering with other small businesses helps extend your reach and introduce your brand to new potential customers. Depending on your business and customer base, you can get really creative. From subscription boxes to online events, the sky's the limit.
For example, if you own a hair salon, you might partner with a local beauty store or wellness brand to offer a gift card and product bundle.
If you run a women’s apparel business, you might consider partnering with a home goods store to launch a locals-only subscription box.
If you own a cafe or bar, consider partnering with local musicians to plan an exclusive fundraising event with paid tickets; this event could be streamed digitally or scheduled for late summer/early fall.
If you’re a service-based business, consider partnering with other service providers to provide an online class. This kind of online class can work for everyone from mixologists to golf instructors. Admittedly, this isn’t precisely the business you started, but it is a way to keep doing the work you love, and share it with others who are interested.
Artists, now might be a good time to explore going digital with a Patreon account or something similar.
Whatever you choose to do, keep your community - and your customers - at the center.
Now is the time for joining together and trying to stay positive. It’s going to be tough. Let’s not make it tougher.
One Last Pro Tip…
Finally: remember that promotion is essential to whatever marketing strategies you test. Make sure to share the news on your own social media and via any channels you use. It’s also a good idea to get ahead of the curve and reach out to journalists to let them know what you’re doing.
We recommend a strong media outreach strategy for every small business, but particularly in this environment.
Why? Media outlets want to talk about coronavirus right now; it’s attracting tons of attention. By sharing your story, you can help them write articles and create videos that are relevant to their audience and spread a positive message.
If you have questions about any of the strategies above, please email hello@lanecollective.com.
