Five practical marketing moves to make NOW for your small business

There is no doubt that these are trying times for small businesses, especially those that do not fit into the ‘essential’ category.   These businesses may be struggling to make a sale or simply keep the doors open.  

Some business experts have posited that it may be better for some small businesses to close now, cut their losses and reopen at a later date. 

But there are those small businesses that can pivot or use different business tactics to remain above the fray during this period.  For these businesses, the following are five practical marketing moves to make now, to ensure business sustainability during and post COVID-19.

Get online … Now! – Over the past few weeks, the importance of an online presence for businesses in general has come home to many especially our small business operators who for the most part, had no online presence, or presence that is limited and unstructured.  A strong online presence allows you to build your brand while attracting customers.  Importantly it makes the business readily accessible and presents your products to your customers in a co-ordinated way.   A website is the most significant online tool that a business can possess.  The website gives the business a free hand in organizing all the relevant information about itself and its products in a cohesive way.  The website allows for client feedback, e-commerce activities, delivery of strong marketing messages and the promotion of goodwill among customers, prospects and other stakeholders.  The business’s website coupled with a strong social media presence will provide multiple platforms for sharing information, while the social media platforms will help to drive traffic to the business’s website.

Image courtesy of blackeconomicdevelopment.com 

Use Content Marketing – In this time of misinformation and misleading information, truthful, useful and good content is king. Use your acumen to create useful and engaging content for publication on your website or business blog, and particularly in industry specific publications as well as mainstream media. Useful content will position you as an expert in your field, thereby increasing your visibility as an individual and your business as a ‘go-to’ for expert advice and support and high quality goods and services. Good content will drive more customers to and establish you as a credible source of information as well as to draw attention to a product or service that your business provides.

Engage in relationship building activities – There is a popular saying ‘No man is an island’ and never has a truer statement been made. In these times of scarce and limited resources, relationship building is even more important. Establish relationship with complementary businesses for whom you can provide a service and they can reciprocate. Look for activities that will increase your businesses visibility and attract new and relevant customers. Provide useful customer incentives which can build goodwill. Volunteer or participate in a ‘give back’ programme that will provide some upskilling or learning opportunities for your stakeholders. Things like a free webinar or other online activity can provide useful information and entertainment during this tense period.

Review your marketing plan – So it’s likely that you would have had certain marketing tools already in place such as business cards, press/TV/radio adverts, banners, promotional programmes etc., The truth is though, when the world begins to operate in its new normal, some of the tools will no longer be relevant. Upgrade and review your current marketing material. Most of your marketing in the new normal will happen online and on mobile. And while we are on the subject of mobile ensure that your online platforms conform to mobile specifications. Your business card may no longer need to be printed, online business cards may be our new normal. As the cost of traditional advertising may be high, it is a good time to review your spend and take some of the marketing online. The explosion of online in the past few weeks is just amazing… capitalize on it! 

Improve your personal brand – Did you know that your personal brand affects your business brand? Personal branding has become somewhat of a catch phrase in marketing in the more recent past. With the increase in social influencers and influencer marketing, improvement of your personal brand can positively affect your business’s bottom line. An improvement in your personal brand builds your credibility as an expert as people trust people more than brands. Having a likeable and relatable personality will enable a better connection between the brand and the customer. So, use this time to improve yourself … gain more knowledge in your chosen field, gain or improve skills such as public speaking, negotiation and networking skills. Build your confidence and come through shining like the star that you really are!