Marketing your business during a pandemic

Are you open for business?

If your answer is “yes”, then read on.

You most likely have read a thing or two about how to market, and should you market, your business during Covid-19. In the spirit of attempting to give you different information (which isn’t easy because there’s a flood of information out there), I first will say – YES – you should continue to market your business.

Here are five points that will help you remain visible to your prospects so they know you’re open for business:

#1 Refine Your Message

I know you’ve read these words: Adjust your content to acknowledge the crisis. So let’s see how you’re doing with this. Have you looked at your website’s home page? Start there. Has your approach changed if your business typically deals with customers in real life? Do you have new safety procedures in place for delivering and receiving product?

Let your customers know you are following government and health authority guidelines to ensure the safety of both your staff and customers. Simply knowing you are taking preventive care may help your customer continue to do business with you.

#2 Claim your Google My Business

If you already have your Google My Business set up, high five! Have you updated it recently? Keep your clients informed on what’s happening. Do you have reduced hours during this time? What new safety procedures have you implemented? Don’t keep this stuff a secret, guys. Even if you don’t have photos to share of current projects that doesn’t mean you can’t share past photos of your work. The idea is to keep things consistent. Most importantly, keep your information current.

#3 Internal SEO

You’ve got your Google Analytics set up, right? If not, DM me. I’ve got a gal who can help. 😉

First, check your analytics regularly, pay attention to keywords being used to find you, and see if you can pick up on any patterns. Secondly – this is key information that can help you update and create content – like blogs and social media posts. Furthermore, it gives you insight as to what questions they need answered.

#4 Promote locally 

With the #staysafestayhome mandate from our government, people are definitely looking for businesses within their own neighbourhoods for products and services. If this is you, let people know where you’re located and what products or services you’re offering this week.

Another option is to join VLife. This is the world’s first social enterprise platform connecting people like us, right here in HRM, who are passionate about experiencing and supporting local, with more small independent goods and services providers in our communities. It’s a great way to increase your exposure and be part of your local small business community. They have extended their free online store as a way to support us through these challenging times. I encourage you to visit their website.

#5 Use Your Social Media Strategically

A few months ago I would have told you to lean away from posting what you ate. Today, people are engaging in sharing new recipes and posting how many naps they took. And that’s ok. I’ve always stipulated that you need to be social on social media. Use a percentage rule to help you. 70/30, or better yet, 80/20. 20% of my posts are business and 80% are social. Smart marketers excel in creating engagement that circle around their expertise and how they help their clients.

Simply ask yourself: Is what I’m posting aligned with my main message? Will this generate awareness of what problems I solve? Map out no more than three topics/services/products you offer. Keep your posts focused on those three things for a specific amount of time. Stick to your plan. Your consistent message will bring your business top of mind to those following you when they are ready to do “that thing”.

Remember, uncovering clients needs is how you develop solutions. Now more that ever, we all need to have compassion for what others are going through.

Above all, stay visible and keep producing value. Know why you matter to your potential customer and state it in your content. Remember, you are in this for the long game.

Stay safe everyone

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Nicole Gallant

Nicole Gallant is the lead marketing and sales strategist connecting buyers to sellers for 20+ years. Buyer behaviour is definitely her jam. Certified in StoryBrand helping small businesses generate sales with content rich websites, crystal clear offers and effective social media plans. The trick is knowing which words trigger curiosity and interest with your brand and which words to avoid. She coaches female founders how to #ditchthepitch and stop using ego-centric content. Learn more about me »