Marketing Your Business During A Pandemic
These days, small business owners are struggling to find their voice in a noisy, saturated market with hundreds of thousands of other entrepreneurs shouting for consumer attention.
COVID-19 didn’t make things any easier.
With shutdowns across the nation, every industry is hurting badly. Performance venues, restaurants, shops, cafés, and many other popular public shopping spaces are not permitted to be open or have severe restrictions.
Instead of moping around and giving up on doing business, our entrepreneurial community spirit keeps us going. Business owners around the country have found innovative ways to market themselves online, which has seen a drastic increase in online marketing efforts.
Definitely good for online businesses, and forces stubborn entrepreneurs to get online and (*gasp!*) grow their businesses even more.
You can do this, and we can help.
It Starts With Your Website
One of the main concerns that we have when taking on a new client is making sure that their website is squared away and working properly.
We look at the design, content, and SEO elements:
Are they doing their job?
Does your website keep visitors engaged?
Do you make it easy for customers to buy or schedule an appointment?
If you’re struggling to understand why your website isn’t converting to sales – or simply don’t have a functional website – don’t hesitate to contact us and we’ll see what we can do to help your business get back on the right path.
Entertainment Is Key
In a time when everyone is quarantined at home, either working or not, your marketing messages have not only the potential to reach regular consumers but especially business contacts.
You can do this through entertainment, in fact, and creating a video that inspires key contacts to get in touch with you.
While a website is a static powerhouse for your brand online, it does nothing unless you get traffic to it.
Think of it this way: if you want to throw a party, and don’t know any of the guests, how are you going to find the right kind of people to come to your party?
At this theoretical party, you’re going to impress them with your home (i.e., your website) and try to sell them something while they’re there. Obviously, your content will have to be awesome to get them to buy…
…but how do you get them to come in the first place?
You need video advertisements.
As the #1 medium consumed online, creating an interesting video advertisement that makes your audience feel an emotion is key. After all, with nowhere to go during the pandemic, they’re probably going to watch it and consider more seriously than if they were under normal life circumstances.
Call Them To Action
Keep in mind that your advertisements must not only be entertaining, but they must also play to the K.I.S.S. model of strategy (Keep It Simple, Stupid).
In fact, this is not a degredation of your intelligence as a business owner but a piece of advice for all creators and advertisers:
People absorb simple messages better than complex ones.
It’s just the truth. Take Nike® for instance – with their tagline, “Just do it“, it’s easy to identify them through mass amounts of marketing around the tagline perpetuated by social media memes.
Ever heard the phrase, “all publicity is good publicity”? Simply put, even seemingly negative highlights of a brand burn its existence into the public’s mind and companies don’t have to pay for that.
If you’re like most small business owners, the COVID-19 pandemic has completely devastated your in-person business prospecting and has forced you to turn to an online solution.
As digital marketing specialists, we highly encourage you to get it right while you can and get ahead of the competition.
Get your website going.
Develop and market entertaining videos to spread brand awareness.
Provide a call to action (CTA) whenever you can so your customers know how to buy what you’re selling.
In the end of this entire pandemic, it’s painfully obvious that the marketing landscape has been completely transformed to an almost entirely digital race for customer favoritism and loyalty…
…get ahead while you still can.
About the Author
Paul Cassarly is a U.S. Marine Corps Veteran, musician, entrepreneur, and the owner of Cassus Media. He founded his company in 2017 to help small and medium businesses (SMB's) grow their online presence through quality, American-made digital assets such as websites, audio, video, graphics, and carefully-managed social media profiles.