For those running family focused businesses that rely on face to face interaction with customers, there are plenty of things you can do when it comes to marketing your small business in the COVID-19 lockdown.
Although business as usual is out of the question at the moment and attracting new customers might be tricky or even impossible right now, here are 5 easy ways you can continue to work on marketing your business during lockdown.
The Marketing tasks outlined below will help you to get your marketing house in order and get your business ready to flourish again when the current restrictions are lifted. From reviewing your existing marketing plans, consolidating your ideas for new marketing initiatives, improving your online presence, or getting in touch with your clients and updating your contact list – there is plenty to be done that could put you in a great position for when life starts to resemble normality again.
5 Ways To Market Your Business During Lockdown
Build your Prospect List
When business is going well, it’s easy to forget to keep your prospect list up-to-date. Prospects are people or businesses that you have identified as potential customers for your business but they probably don’t know about you yet.
Prospects will fit your target audience to a tee and be a great fit for your client base based on location and business type. By creating and maintaining a prospect list now, when the time is right to approach new people and introduce your business again, you will have a list ready to go and work through!
Google, local directories and Local Authority Websites are great ways to source contact information for relevant businesses that could be interested in your products or services. View this article for tips on finding your niche and understanding your target market
Build Your Back-links
A brilliant way to boost your visibility in online search and improve your domain authority is to build reputable backlinks to your website. Building valuable referring links and engagement with your client base, target audience and followers shows that other people trust you and value your opinion too, which is important to Google when deciding which websites to show in search results.
Remember to choose your link building opportunities carefully and consider if the proposed site will add genuine value to your clients, compliment your business well and how well established the site is. It should also have a good domain authority itself and you can check the domain authority of any website using this free tool.
Update Your Web Pages
When it comes to keeping websites fresh, relevant, engaging and up to date, the day job tends to take over, and before you know it a year has passed and your site looks the same as the day it launched! If this sounds like you, one way to fill any spare lock-down time you have is to review your small business website and the information on it.
Easy ways to update it include adding business milestones, new customer testimonials, experience or qualifications gained, clients you’ve worked with (with their permission) and updating your about us page to include your newsworthy achievements.
Finally, taking the opportunity to add in keywords that are niche to your geography, service or industry sector could provide a much needed boost to your online visibility. Just ensure that when adding in new keywords to your pages they read well and the text flows naturally.
Get In Touch With Your Customers
You may not be providing your normal services or products right now but you’re still here and looking forward to working with your clients or customers again soon.
If you can provide alternative ways of working in the meantime, additional activities to either aid your clients business or their new lock down life at home, then now is a great time to keep talking and tell people you’re there for them.
Use your subscribers and customer email list to get in touch and share those updates and other good news stories you have on your social media pages to reach those outside of your current network too.
Review Your Reviews
Generally, people like helping people. Sometimes all it takes a little nudge to let them know how they can help you most. As many small businesses rely on word or mouth and good feedback to reach more people, now is a great time to reach out to your existing clients or previous customers to ask for a review.
If you don’t already use a specific review platform like Feefo, always remember to include a link to your Google page and Facebook page and prompt people to leave their reviews directly on these pages.
Positive feedback on these platforms provide a brilliant first impression when people are searching for your business online and could be just the thing that encourages a new potential customer to get in touch with you over a competitor.
Re-purpose digital content
If you’re stuck for inspiration when it comes to creating new digital content for your business, remember to take a look at what you already have. Re-purposing existing content is a great way to make your digital content creation efforts go further.
Has one of your blogs received lots of attention? Or is a video you shared on social media pages doing well? Why not re-purpose that content and give it a new lease of life in a different format. One blog could become; an info-graphic, slide show, video, sound bites, quotes, top tips, FAQs and a case study which can all be shared on your website and social media pages creating valuable back-links and opportunities for more follower engagement.
Master A New Marketing Skill
Are you a Facebook whizz but Instagram still scares you? If you get an hour or so to yourself, you could download a guide to mastering marketing platforms that are new to you but may benefit your business. Visit knowledge hubs like Hubspot or Moz.com for lots of brilliant overviews on all things marketing from blogging, to search engine optimisation (SEO), copy writing and crafting brilliant newsletters.
Remember, only spend time, effort and energy on social media platforms that will work for your business. If your idea customers largely hang out on LinkedIn, there is no point spending ages taking Insta-worthy images if your target audience can’t be reached there!
As a result of the UK’s lock-down due to COVID-19 in March 2020, thousands of non essential business owners have been affected across the country. If you’re one of the millions of self employed or small business owners that have seen a reduction of income or lost contracts and customers in the last few months, It’s easy to feel worried and stressed in this uncharted territory but please do visit https://www.businesssupport.gov.uk/coronavirus-business-support/ to see what support is available to you.
If you’re the kind of person who likes to look for the positives in things, there is plenty you can do when it comes to marketing your business in lock down and I hope the marketing activities above will be useful to you either now or in future quiet trading times.
Finally, I hope you all stay well and that we can continue to take care of our loved ones, support each other and the brilliant NHS by staying at home.