Make the Comeback Better than the Set Back
COVID-19 and the lockdowns have hit small businesses especially hard. It is uncharted waters that are difficult to navigate. What are the ways that you can right the course and get back on track?
We are naive to think that we will ever go back to "normal." Customers have found some conveniences in this new home-based lifestyle. They will continue to appreciate businesses that make their life easier and allow them to connect remotely.
There are a few things to keep in mind when crafting your messaging.
USE THE RIGHT LANGUAGE:
Perhaps the most important piece of advice when crafting your marketing messages during, and even after, a crisis is to use the right tone. Your customers and stakeholders want to how you are navigating through the crisis, but they are also watching to ensure you aren't attempting to exploit them.
TIP - When communicating about new advancements about a crisis, leave out the sales language for now. Communicate the changes that are being made, "we are open!" "We are currently limiting the amount of in-store traffic to 10 shoppers." etc. You can include any sales in the body of an email, but leave it out of the headline. "To welcome you back, we are offering a 30% off discount."
SPREAD THE WORD:
If your business was closed or operating under limited capacity during the shutdown, it is important to let customers know that you are back. There are a number of ways to effectively communicate with customers - your business website, Google My Business (what pops up when people google you!), your social media channels, signage on your business, flyers, mailers or an email marketing campaign.
REASSURE YOUR CUSTOMERS:
Customers are more mindful of your actions now than ever before. Reassure your customers that you are taking precautions to keep them safe. Use your social channels to communicate your new health and safety procedures. Some things that customers are currently looking for are: take out options, contactless delivery, contact-free purchase systems, disinfection and sanitization methods, and eCommerce options. Communicate these changes so your customers know what to expect.
It is more important than ever to communicate regularly on your social channels. Building relationships with your customers encourages loyalty and is a great way to keep them up-to-date on changes.
Your customers are looking for local businesses to do their part. If you have donated money, goods or services to non-profit organizations, don't be afraid to let your community know. Your customers don't expect you your small business to make huge contributions. They just want to know that you take your values seriously.
As challenging as this time has been on small businesses, these hardships provide an opportunity for your small business to come out stronger. Through proper messaging and strategy, your business can get back on track and increase revenues.
FreeStyle Marketing is a full-service marketing agency based in Great Bend, Kansas. We specialize in small business marketing. It is our passion to help you build and grow your business.
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