The impact of the coronavirus on small businesses
As a human being, I am sure that you have been affected by COVID-19 (also known as novel coronavirus) in some way.
Whether that means worrying about aging parents, changing travel plans, or stocking up on work-from-home essentials for the foreseeable future, it’s hard not to feel the stress.
As a small business owner, you may see fewer customers as people limit social interaction, change travel and entertainment plans, and focus on staying healthy rather than purchasing products and services.
Unless you’re selling toilet paper or hand sanitizer, you may be concerned about the impact of the coronavirus on your small business; your revenue, employees, and empty marketing funnel.
So does that mean you should duck and put your marketing efforts on hold for now? No!
The World Health Organization has declared the coronavirus a global pandemic and it is a very uncertain time. However, I am a firm believer in focusing on what we can do and change while finding opportunities in the midst of adversity.
Every challenge can be met with common sense, rational thinking, and even kindness. This is not the time for irrationality. I was watching a webinar the other day and someone said, “Worrying is like a rocking chair: it gives you something to do but it won’t get you anywhere.”
I know we are living in difficult times. The virus and how the global economy is responding to the preventative measures being taken is something that will go down in the history books.
But as business owners, there is one thing we still have control over, and that is the ability to be resilient and make decisions that get us through these times as best as possible.
In this article, I share some ways you can tackle the marketing challenge during a crisis and keep your business running.
Let’s start by looking at two of the wrong ways to approach marketing during a crisis right now:
1. Make a joke about the coronavirus. A few weeks ago, it was common to see memes shared online and humorous marketing campaigns. A Las Vegas jeweler even created a campaign to sell rings!
As more and more people around the world were affected by the coronavirus, these slowed down a lot. Making light of the situation is not only tacky, but will likely scare off a good chunk of your target audience.
2. Playing on people’s fears. It is one thing to use a sense of urgency to sell your product or service, but another thing to use scare tactics.
For example, don’t scare people into buying a first aid kit with a message like “Only two left! Don’t risk your family’s health!” Rather, focus on the benefit of being proactive and prepared when stocking up on medical supplies.
Make sure your marketing angle and tone reflect your customer’s current concerns and pain points without capitalizing on their anxiety.
How to Effectively Market Your Small Business During the Coronavirus Outbreak
Regardless of the type of small business you have, your priority should be to communicate clearly with your customers so that they feel comfortable.
Think about what your customers need to hear from you and how you want to position your business during this crisis.
Here are 3 ways to market your business during the coronavirus crisis:
1. Assure everyone that you are protecting their health. This is especially true if you have a physical location. This may mean sharing your extra sanitation practices, putting up a hand sanitizer station in front of your location, or implementing a policy where all staff wear masks and gloves.
For example, WestJet shares its additional precautionary cleaning measures due to the coronavirus on its website.
2. Get ready to pivot. You must be flexible to better serve your customers. That could mean that instead of canceling a customer conference, you switch it to a virtual event.
If you’re planning an upcoming workshop or event, pivot with your audience in mind. You may have already been forced to cancel or postpone, but don’t assume everyone wants the solution you’re providing.
Consider options like turning it into a virtual version of the event or postponing your conference to a later date. Or some people may want ticket refunds.
Polls and questionnaires can be a great way to get honest feedback from ticket holders before changing an event.
And of course, take a look at all your contracts to make sure you’re covered before you make any changes.
If you’re a service provider, create other ways to help your clients like this fitness trainer did. He offered them a way to stay in shape that doesn’t involve being surrounded by a group of people in a gym.
3. Make your employees a priority too. Do not focus all your efforts on marketing during this time. Your employees are what keep your business going, so how can you take care of them?
Perhaps you can give your staff the option to work 100% remotely while COVID-19 is a concern. Or remind them that you strongly encourage them to stay home if they feel sick.
The more you can reassure your employees, the better they can support your business and your customers.
What small business owners can learn from the coronavirus
I know this is difficult, and I hope you can hang in there and focus on the present and on being of service to your customers and staff.
They are afraid, and what you do or share can help alleviate those fears. Remember to be careful and intentional with what you say.
If your small business is negatively impacted by the coronavirus, it’s also a good time to reassess your business fundamentals, including how CONVID-19 is affecting your digital marketing. How will you deal with a crisis the next time it happens? Are there things you would do differently to be more prepared or avoid losses?
Like everything in life, this is a learning experience. Stay healthy, safe and positive.