Not every business is going to survive the coronavirus pandemic. Indeed, we have already seen a lot of businesses shut their doors and more are sure to follow. If you don’t want to be next, these are the steps you should consider.
Lesson #1: Cut Costs But Don’t Cut Quality
In terms of both marketing and the rest of your business model, you do need to make sure that you are reducing costs. We are heading for a serious recession so it’s important to tighten your belt where possible.
However, at the same time, this can not lead to a dip in quality. Any change in the quality of your service or the level of value that you are providing to customers and you will find that clients walk away. They will seek out your competitors and buy from them instead.
Lesson #2: Seek Out New Customers
It’s likely that a lot of your previous customers and clients have stopped using your service or buying your products as much as they typically would. That’s why you need to make sure that you are always filling your pipeline with new customers.
For instance, if you run a dental practice then it might be worth exploring dental SEO right now. Believe it or not, a lot of people do see dental care as a luxury service and in a time of economic uncertainty will stop seeing their dentist. You need a marketing push to find parents who are worried about their children’s teeth or those who need pain relief. A fresh marketing push could be beneficial for your business.
Lesson #3: Reference It In Your Marketing (With Caution)
Until there is a definitive solution, the pandemic should have a clear presence in your marketing. If you don’t do this, then your clients might assume that you are ignoring the problem or that you have made no changes to your business model in the wake of the pandemic.
Both these perceptions could lead to you losing their interest and their business. While customers don’t want to be smacked in the face with more dour news every time they engage with a brand, they do want to feel safe. This is why your marketing should talk about the steps you have taken to protect them at this time.
Lesson #4: Let Them Know You Care
Finally, when you are working the pandemic into your marketing, you should also be working on ways to make it clear that you care about what your customers and clients are going through. They need to know that you are there for them and this should not be an empty gesture.
You have to make sure that the options that you provide will deliver real value to them. A number of businesses were mocked during the lockdown for sending out ‘empty emails’ with no information of real value except for the familiar ‘we’re all in this together.’ The problem is that for many customers it didn’t feel that way. For example, introducing flexible payment options could be a great way to show customers that you truly understand the trouble they are experiencing.