Good morning! Do you have one minute to read and one hour to do? If so, you can improve your small business’ marketing in a big way. Each week, we will provide new ideas. Grab your morning beverage and let’s get started:
This Week: The COVID Marketing Pivot
Have you found a way to do the COVID-19 pivot?
We’re over two months into social distancing, and it looks like it will be a while until things are back to normal. Most of us are experiencing quite a drop in our business. How could you make some changes (big or small) to make your business more competitive in this unique environment?
STEP ONE
Start with your unique selling point.
Your unique selling point is what you do better than any other business. If your pivot enhances this basic competitive advantage you have, it will really resonate with your audience that already knows you.
For Example: If you’re known for your warm, friendly customer service, consider walking out yourself and greeting your customer when they pick up their online purchase. (With a mask and gloves, of course.) Or do a weekly video (3-5 minutes) of you and your employees chatting about the business and your wonderful customers.
For example: If you’re a restaurant known for having an exciting menu, consider going one step further and offering a “new” special of the day that your customers can pick up. Feature photos of the dish on social media.
STEP TWO
Go with what you’re passionate about.
Your business stands for something more than making a profit. If you can incorporate that into your pivot, it will feel authentic to your audience that already knows you.
For example: If you have a running store that gives a portion of the proceeds to a local homeless shelter, ramp that up. For every pair of shoes sold during the next three months, you will give a free pair of socks to the homeless shelter. Have a big display of socks to highlight this move.
If you’re a women’s clothing boutique that promotes all things women, consider offering custom merchandise, like t-shirts and baseball hats encouraging people to “Support Women-Owned Businesses”.
STEP THREE
Consider what this pivot will look like going forward.
Is it something you might consider continuing with after things are back to normal? This is the ideal scenario and will increase not only the short term effectiveness of your business, but also the long term. If not, how will you pivot back to your previous way of doing business? Always have an “exit” strategy.
STEP FOUR
Shout your pivot from the rooftops.
Use social media. Send emails to your customer list. Put signs up. Hold a webinar. Make your pivot visible. There are so many possibilities for communicating with your audience.
Takeaway: Follow these four steps to be proactive and not just reactive to the changes in our lives and the economy. Attend our webinar “The Covid-19 Marketing Pivot” on June 9th if you’d like to learn more about what other businesses are doing to maximize their competitiveness and how to market that right now.
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