While a small business owner can’t predict what a post-pandemic reality will look like, one thing is certain for marketers: digital channels are more important than ever. Online channels now play an even more crucial role, as people continue to self-isolate and spend more time online.
So what does this mean for your current marketing strategy?
What about traditional media?
Digital marketers have long predicted the fall of traditional media in the form of newspapers, magazines, billboards, events, cable, radio, etc. It’s not a marketers 6th sense… it’s just the progression of technology.
Think about it, when was the last time you read the paper? Or called a business that you saw on a billboard?
As a marketer we believe the first thing to fall off the map during a pandemic like COVID 19 is traditional print media.
Why?
Because if the average person is put under a “stay-at-home” mandate, their ears and eyes are also quarantined – and unfortunately, your ad spend only goes as far as their eyeballs.
As a digital agency, we often advise our clients against traditional print media (billboards, bench signs, magazines, sports sponsorships) & radio for several reasons:
- Not highly targeted
- Expensive
- Difficult (often impossible) to track ROI
- Hard to adjust on a whim
- And the list goes on…
But the shift of eyeballs from physical real-estate to personal devices was not the result of a global pandemic – it’s already been taking place.
Screen time is on the Up-and-Up
According to MarketWatch, “Americans spend more time than ever watching videos, browsing social media and swiping their lives away on their tablets and smartphones. American adults spend more than 11 hours per day watching, reading, listening to or simply interacting with media.”
The rise in screen time in recent years can partly be attributed to the growing accessibility to technology and the widespread adoption of Connected TV (simultaneously making these new digital ad outlets a goldmine).
But in the wake of self-shelter pandemics, daily screen time only increases.
So what does this mean for your small business?
What should your strategy be moving forward?
Let’s take a look at what we are currently advising our clients to do amongst this growing pandemic
A Small Business COVID-19 Digital Marketing Strategy
1. Master Google My Business
As small business owners adapt to the changes COVID-19 is bringing to everyday life, the most important thing a small business owner can do is keep their customers informed with updated information. One of the best ways to do this is by continuing to update your Google My Business profile with the most accurate information for your customers. For example, here are some of the things you can do to keep customers engaged.
- Update your Business Hours – If your business hours have changed, update the times on your profile to reflect that. These business hours will keep your customers aware of any changes to your in-store traffic.
- Manage your information – Share information with your customers about the additional precautions your business is taking to combat the pandemic. Whether that is by providing any extra services to the community or experiencing delays because of COVID-19.
- Create a Post – Share more detailed and timely updates about what your business is going through. Try using Google Posts. For example, add information about what products and services you have available, and link to any other additional resources you can. By posting to Google Posts directly you are communicating with your customers on a regular basis about changes to your business.
- Update your phone number – Ensure that your phone number is correct so that customers can reach you.
2. Use Social Media Wisely
Be responsible in how you utilize social media to engage with your customers. With a majority of social media feeds like Facebook, Instagram, and Twitter being flooded with fearful messages and statistics, focus only on the facts and things that may help your customers through this difficult time. Remember to keep them engaged with your business, and to see how they can help support your small business during this difficult time.
3. Improve your Website and Online Presence
With the unfortunate decrease of in-store traffic, try to use this time wisely. Things will get better, and in order to keep your small business moving forward you must look ahead. If your website is outdated or old, now is the time to start formulating a plan for how it will become better.
When the pandemic has passed your business will be ready to greet old and new customers with open arms. It is also a good time to revamp your search engine optimization strategy. Think about the different ways customers interact with your business currently online. What keywords are they using? What keywords or online search opportunities should your business be utilizing? From there develop an SEO plan that will help you reach your customers in the future.
Need help moving forward with your strategy?
Take some time to fill out a form and get in contact with us to set up a FREE consultation.
At The Code Frame, the digital marketing agency who values small businesses, we are committed to making sure that we see our clients through this uncertain time, and hope that we can offer any guidance we can for your business as well. Small businesses make our communities so special, so we should do everything we can to empower them moving forward.
