Re-Opening Your Small Business: 6 Marketing Tips for 2021 - Part 1

As more and more Americans tout their fully-vaccinated status via social media pics, our re-emergence into society is possible. But are consumers ready to turn off homebody status?

While we’ve waited for the day where groups can spend time together unmasked, when we can book those international travel plans, and get back into the office (ok, maybe not so much on the last point), there is still hesitancy.

That’s why everything must be right when your business fully re-opens. Saying you are ready to welcome customers back is not enough. You must back it up by showing clients that you understand any nervousness on their part, care about everyone’s safety, have a clear-cut plan and policies, and keep up-to-date with ever-changing regulations.

Talk about pressure for business owners and managers. Many of whom have either cut down or completely reallocated their marketing budgets during the crisis. I guarantee, the businesses who will get back on their feet the fastest are the ones who grasp marketing’s impact on ROI - while embracing these re-opening tips.

The most human company wins.

This pandemic has opened our eyes to what is really important – even the little things like heading to the market and picking your own produce, working remotely at a coffee shop, popping out to happy hour. People now appreciate the emotional connection they have with their local go-to’s.

Bond with customers through this connection, creating an emotionally-rich and engaging relationship. In other words, use a human-centric approach to marketing. Connection comes from being authentic, helpful, honest – even vulnerable. In other words, BE HUMAN!

How do you un-corporate your company?

• Pause the press releases about donating money to XYZ cause. Get out into the community and help! Provide, encourage employees with ways to donate their time to charities or take it a step further, creating transformation by leveraging what your company does best to effect a positive change.

• Show your real team. Use unpretentious photos on your team page with direct ways to contact leaders. Then go even further. Showcase team members’ expertise on your blog, Instagram, or in print – whether it’s an individuals’ know-how or simply a genuine update from the business owner.

• Don’t take yourself too seriously. Through videos, blogs, and emails, show off your personality that current customers love. Be weird. Take a stand on current issues. Show both the fun times as well as the bad.

These stories keep you top-of-mind with existing customers. And motivate others to become new clients, especially in a time when supporting small businesses is paramount. Of course, your brand identity must be reflected in every customer interaction. If you prioritize open and honest communications, this has to be reflected in the full customer experience.

Don’t be afraid to try something new.

The pandemic has forced innovation among small businesses. Many have already changed up how they conduct business, embracing new tools and delivery methods; no doubt these measures will be beneficial as “normalcy” returns. However, don’t become complacent, settling into your “Covid routine”. You must keep pushing the envelope, exploring ideas, and finding news ways to innovate.

I always look for the silver lining in bad situations and can genuinely say the pandemic has offered marketers opportunities that we’ve never before faced: a new playing field. One where there is no game-plan. Where businesses are more agile, willing to test something and either throw it out or continue building on it. Where we can tap into software tools once only known to enterprise companies in order to bridge the virtual gap. Why stop the momentum now?

So, how do you keep innovating?

• Clients are a fabulous source of information. Think about what questions they ask you in passing or online. We’re talking delivery options, on-location services, gift baskets, or curbside pickup.

• Use a survey, but keep it brief. Ask what you’re doing well, what could improve, and try to get reviews. I’ve seen the best results when sent from the owner/CEO. Additionally, tack this survey on to your newsletter or post-appointment email, encouraging continuous feedback.

• If you haven’t tackled Live Videos, now is the time! Think about it: we’re all connecting on social. Unedited, unfiltered videos will make waves. From behind-the-scenes tours to a Q&A panel to sharing expertise and your thoughts, you’ll become a media doll (as long as it’s produced using correct lighting, timing, scripts).

Know and reassure your audience.

Let’s take a step back. When marketing used to begin with knowing your customer, it now begins with knowing your customer segment. Your target audience may have changed over the past 12 months. (We’ll talk about using data for targeting in a sec). Or you’re entering new markets thanks to a modified product.

That means you need to truly grasp the situation, tailoring messages based on what is most important to consumers. Take into account demographics, industry, geography – even an individual’s situation and values. Determining how a message can resonate differently among a vast range of attitudes and spending habits within these segments can benefit your brand.

Take into consideration:

• Reassure visitors and establish expectations. Some audiences want to know how you will keep them safe, while others are more concerned with the new “rules” of re-opening”.

• Incentivize Covid-19 vaccinations for employees. Then market that from the rooftops!

• Reservations aren’t just for restaurants. Create an even safer space for immunocompromised visitors or those who are scared using VIP visits (that you can upcharge).

Don’t forget, your team is a part of your brand. Keep them in the loop, ask questions, encourage feedback, and thank them. Consider a contest or staff incentive so you can re-up the energy and commitment.

Constantly communicate.

Let’s be real: Communication is paramount. Always has been. The brands that continued to use Madhouse Media for marketing efforts through Covid are still in the black.

Those who continued marketing throughout the crisis have a lead. Seriously, Mattress Mack, known for his business acumen and acts of charity, stopped advertising during Hurricane Harvey. In just four months, he lost everything built up through years of advertising. It took over a year for him to rebuild the brand once he re-upped on ads. He now says that he will never stop advertising during an event or recession.

It’s true. Inc Magazine shows eliminating your advertising and marketing spend will result in 20% less sales the following year. Add to that, it costs four to five times more than the costs saved from halting advertising to recoup your share of voice.

So, you and your competitors are vying for attention. Keep clients updated whenever, wherever you can, especially with the personal things we discussed earlier.

Make sure you’re front of mind:

• Communicate a clear and consistent policy. Publish this on your website – you’ll be able to easily update this; it will serve as your anchor when disseminating info through social, email, Google, etc. Remember to review your cancellation policy, too.

• Any updates must be made across all mediums. Update listings, place pages, and review sites. Keep in mind auto-emails and social media channels.

• Don’t forget in-person signage!

• Add on training employees/sales on your policies. When employees are comfortable and know the policies, your brand is in good hands.

Customer expectations have skyrocketed. Look at every medium. How can you improve? What applications add to the experience? What detracts from your values?

Companies should follow these strategies to meet customers’ evolving expectations.

And… I’m only halfway through. Woohooo!

In the next post, we’ll get into meeting customers where they’re at and using data to your advantage.

Does re-opening bring on those nervous vibes? Schedule a consult with our experts!