When a global emergency arises and lockdown is an ever more realistic prospect by the day, how do you keep a modicum of “business as usual”?
Let’s agree: there is no “business as usual.” Whether open or closed, there is nothing less “usual” about this situation. The only constant is the government will announce some new change each day, and as a business owner, you have to be proactive, not reactive. So, how do you make your business more robust in the face of a pandemic?
First things first, you need to keep a cool head and know you can handle this. These moments can be very trying and test the resilience of your business, no matter the size.
Secondly, it’s doubly important not to hide away. In marketing, just like Arial the mermaid, you need to go where the people are (let’s go with the Disney ending for this analogy – much happier!), and that means online.
With that in mind, here are ten suggestions for social isolation-proofing your business.
ONE: Communicate with your customers on every channel: social media, blog, email and website
Tell your customers how you intend to proceed in the current weeks and months. If you’re staying open, tell them it’s business as usual. If you’re going to close temporarily, then let them know it’s only temporary and you will be back stronger than ever. Thank them for their continued support and say you look forward to welcoming them back.
TWO: Keep in the forefront of your customers’ minds through social
Don’t forget to update your content channels regularly – Post on social media, update your blog and continue to send out your monthly newsletters – This is not downing all tools – This is keeping them safe while remaining in their consciousness. If you’re staying open and busier than ever, then show updates of life in your company so they know you’re not going anywhere.
THREE: When you reopen your doors, make a noise
Remember to announce you’re back in business – If you’ve been posting regularly, they won’t have forgotten you. Consider welcoming them back with a reopening offer such as a money off voucher or a free gift on their return.
FOUR Don’t sell, sell, sell
If you’re not in a position to sell yet, then be wary of promoting your products on your organic social media channels. If you are selling online, then gentle promotions are okay, but avoid the hard sell. Instead, focus on quality content that will educate and entertain – The focus now is on consolidating your tribe.
FIVE: Create content as you’ve never made content before
Most businesses will be dropping the ball as soon as they close their doors. You’re not most businesses. Instead, you want to be climbing the search engine rankings while they’re still asleep – This is your fallow time to regain the nutrients of the digital jungle. You’ll get stronger and ready to hit the ground running once the world wakes up. You do this by spending the time now to build your content strategy – If you wait until later you’ll be much too busy. Finally, don’t forget to repurpose your existing content – Turning blogs into videos, creating infographics and more.
SIX: Advertise your online shop
If you have an e-commerce wing to your business, then get behind your Facebook and Google Ads to reach more followers with your products.
SEVEN: Create bespoke online content for your VIPs
Reward the customers on your list with an exclusive group set up for delivering special content – Never before seen videos, secret blog posts and top-notch hints and tips. This rewards existing loyalty, gives them VIP status and ensures they will think favourably of you once businesses are back trading.
EIGHT: Put all your meetings online
If you’re used to in-person meetings, it’s time to make the switch to a video conferencing platform. Those of us who can work remotely are continuing with this. If your day job can go online, then it’s essential to do so. Not only will you be able to carry on your service, but you’ll also prevent more cancellations from customers who need to self-isolate.
NINE: Invest in your knowledge capital
You have an expertise that is in demand – Consider branching out to a knowledge product-based model. This means creating a course, ebooks, podcasts or a membership subscription site that can only be accessed by paying customers. This content is scalable and generates a passive income once up and running.
TEN: Get on other people’s websites
With your knowledge, expertise and all this free time at your disposal, this is the golden opportunity to get penning some articles to feature in the publications you’ve always admired. If you write some content to put out on third party websites, you will reach a vast audience and gain authority among a wider circle.
If it seems like a lot of work figuring out the technical aspects and knitting together a seamless inbound journey, then remember that the Bold team is going nowhere, just working from home instead of the office. Get in touch with us to arrange a virtual coffee.