4 marketing strategies for the COVID-19 crisis

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 feel lucky that my family and I are healthy and safe, and I am trying to find positive opportunities in all of this.

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

I also hear from many small business owners wondering whether or not they should stop trading during COVID-19. This article showed entrepreneurs how to market during the pandemic, including ways to create a crisis marketing strategy and how to:

• Help customers instead of just selling to them
• Focus on online events and offers
• Plan for future growth
• empower employees

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

Here are 4 marketing strategies to consider:

1. Focus on Digital Campaigns

With most brick-and-mortar businesses closing or slowing down, entrepreneurs are relying on digital strategies more than ever. A large part of brand marketing during this pandemic and in the future will shift most (if not all) of your small business online.

In fact, Mobile Monkey’s Larry Kim just wrote, “A new customer closed their brick-and-mortar stores across the country and found that web traffic increased by 150%.”

According to Klaviyo, an email marketing platform that leverages a network of 30,000 businesses for insights, 22% of brands said they’re spending more on ads. And the 66% of brands that spend more on ads also see greater efficiency, with 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 drive traffic to:

• Well documented and helpful blogs and videos
• Products online with free shipping
• Virtual services you can offer, whether it’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 at the moment or that you think may turn off your customers.

Part of brand marketing during this pandemic is knowing when to re-strategize and pivot, instead of continuing with an ad campaign that isn’t going to resonate with, or even offend, your target audience.

2. Update your Google My Business listing

Your customers and prospects are counting on you for the latest information about your small business. If you are temporarily closing your business, whether you are changing the hours you are open or offering curbside pickup at this time, 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. Here are some tips from Google on how to best change your profile.

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

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

3. Don’t stop posting on social media

Even if you have to completely shut down your business for now, stay active online. In addition to tools like Google My Business, customers search their Facebook, LinkedIn, Twitter and Instagram channels for the latest 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 are taking to protect your employees and customers (disinfect work stations, keep sick employees from working, ensure employees wear gloves, etc.)
• Changes to business hours or policies (for example, only allowing one person to enter the store at a time)
• If you accept online orders and/or offer free shipping
• If you have private buyout or curbside pickup options
• Uplifting quotes or personal messages.

One of our clients offers private shopping appointments and curbside pickup for customers. Malary’s in Cloverdale, BC is a good example of a small business turning around during COVID-19 and giving customers a little TLC.

4. Be careful what you share

There is a lot of misinformation circulating on social media, and it can be dangerous to give your customers the wrong advice (not to mention very damaging to your reputation).

Here’s an example of poor marketing strategies for the COVID-19 crisis: A yoga studio in Delta, BC, was closed in March following complaints that the facility was not following social distancing. Not only that, but they sent out a newsletter stating that hot yoga can help prevent the spread of COVID-19.

So plan your crisis management strategy and think before you send that article out to all your email subscribers or repost something you saw on your Facebook feed. Use reliable sources of resources on the coronavirus, such as the World Health Organization or the Government of Canada.

For example, instead of forwarding one of the homemade hand sanitizer articles that are doing the rounds, consult this list .

READ: “Finding your purpose during self-isolation” on our website:

Stuck at home? Now is a good time to discover your purpose! Our lives are very busy, and we rarely have a moment to sit quietly and reflect on our life’s journey and how it has led us to where we are now.

For many of us who have chosen to self-isolate, now is a great time to take advantage of the calmer environment to find out if your precious resources are being used to their fullest.

Whatever your marketing strategies for the COVID-19 crisis, always look to your brand for guidance. Your brand vision, mission and values ​​should always be your “North Star” as you stay active online and let your customers know you are here for them, now and in the future.