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For many small businesses, it felt like 2020 pulled the rug out from underneath them. For others, it was a banner year with sales soaring beyond their expectations. If 2020 was an uphill struggle with major hits and slow – but hopefully steady – wins, you’ve had to learn what operating a business during a pandemic means. Many consumers’ buying patterns have become heavily altered, but that doesn’t mean it’s time to stop marketing; it just means it’s time to have an emergency plan.
More than ever, marketers should have the right tools, training, and education to market with confidence and build long-term relationships with their customers. Virtual learning is one of the most accessible ways to acquire new marketing strategies. Here are five helpful marketing lessons to help you thrive during difficult times.
Pivot your message
While purchase behavior is uncertain, this can be a great time to try out new methods on your owned channels, creating deeper connections with customers and bringing brand authenticity to the forefront. Consider how you can bring more authenticity through your ads and marketing content. Ask yourself: What are our values, and how do they align with those of our customers?
Discount your services for a purpose
In times of crisis, your audience is hungry for solutions. People often feel helpless during crises and knowing they can make a difference with your cause can give them a feeling of empowerment instead. People are also looking for things that can ease their anxiety, so offering them something in return for their support is a great way to demonstrate that you care and to create a mutually beneficial relationship.
Pivot any prior events to virtual events so that you can not only still raise funds for important programs, but supporters can also continue to take action on behalf of your cause.
Leverage your current resources
You don’t have to reinvent the wheel to thrive during those hard times. Instead, take a step back and take a look at your current marketing resources, such as your website. Consider how a free—and value-based—tool like this can be a marketing asset for your business to show value while also boosting traffic, brand impressions, conversions, and more.
Lean into SEO
Personalize all marketing efforts as much as possible, while using keyword research and analysis to create better visibility in Google. Knowing how to leverage the needs of your consumers in a way that’s natural and authentic to your brand will always pay off.
Partner with influencers
The good thing about micro-influencers is that they have a deeper engagement with their fan base. Moreover, they do not ask for hefty marketing fees. Investing in 10 micro-influencers that add up to 100,000 followers is way better than investing in one influencer with 100,000 followers.
The network of people connected to your brand and organization can become one of your greatest assets. Collaborate with users who are key influencers to help spread your marketing message.
Now may seem like a good time to pause your marketing efforts, but quite the opposite is true. Going dark can leave you playing catch-up to re-engage your audience when things do start to improve. It may also make your audience question how much you care about your community if you disappear when times get hard. Refreshing your marketing and relating to your audience will help you thrive as a business while also strengthening those relationships.
The pandemic has shown that when a crisis occurs, your small business needs to have a clear, easy-to-find statement about how you are responding to it. If you’re feeling stuck, use these marketing lessons to jump-start a refreshed marketing plan so you can stay relevant and provide value when your audience and customers need you most.
The Journey is what everyday entrepreneurs, like you, need to follow in the pursuit of online success. Our experienced GoDaddy Guides are here to take you through all the steps, both big and small, that you encounter every day.
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