what not to do in marketing? As a small business owner or entrepreneur, now more than ever it’s important to keep our mental health intact just as much as our physical health.
Our families and employees are depending on us.
It’s a huge adjustment, I understand.
We have new ‘co-workers’ who are a little bit needier if you are working remotely from home.
If you are a parent with younger kids, suddenly you have extra duties as a teacher.
And on and on.
It’s normal to feel a bit anxious, stressed, and overwhelmed – so are your clients.
Given our present reality, we must become more sensitive to what we say and do. No one gets off scot-free.
So, here is my recommendation on what NOT to do with your marketing and communications:
1. Be tone-deaf
People are hurting. People are sick. People feel afraid. People have lost their jobs. Ensure your messaging is more empathic and sincere. Choose your words well. Avoid being too flippant on one end and the other to scarcity driven.
2. Keep your pre-COVID19 messaging as is
It’s not business as usual. Our hearts and minds are constantly trying to process what’s happening in the world.
You must acknowledge our present reality and engage with the conversation your audience is currently having. Double-down on your messaging to get it RIGHT!
If crafting an appropriate message isn’t your wheelhouse get help. The last thing you want is to be remembered for how out of touch you were.
3. Focus on revenue extraction
Don’t get me wrong; as small business owners we still have financial obligations. The show must go on but we’ve got to make adjustments to the show.
Instead of focusing on revenue, revenue, revenue, and offering non-essentials to your audience – pivot and focus on audience growth. One way to do this is to offer very useful content to those you serve. Not only will you emerge as an authoritative leader in your industry but also grow your list.
I know you know, but as a reminder ‘the money is in the list’.
You’ve probably seen the rise in Facebook and Instagram lives as well as virtual summits and webinars. With extra spare time and being forced indoors, people are consuming tons of information online. Now may be a great time to up your content game and/or start.
4. Put your marketing on hold
Now is NOT the time to slow your marketing efforts. It’s the perfect time to up your digital marketing ante – in the right way.
Here are some quick and easy ideas:
- Update and improve your online presence – LinkedIn, Facebook, Instagram, conversations.
Now more than every people are on social media searching and exploring (over 3.48 active BILLION users) You’d love to be found – right?
- Update your Google My Business (GMB). Add photo, videos, posts and much more. This is key to local search especially with search terms like ‘near me or nearby by’.
- Refresh and update your website copy with search engine optimization friendly keywords and phrases. Add more content like blogs.
- Update and/or create content assets for future digital campaigns
- Consider paid social ads. Ads have become cheaper now.
Don’t forget to use a STRATEGY FIRST approach to all your marketing pieces.
5. Downplay the importance of goodwill and acts of kindness
Here are some Instagram posts I found heartwarming. I hope you find them heartwarming too.
Enjoy!
Tehranian doctors and nurses dance to keep their spirits high
92-year-old husband colors his wife’s hair to keep her well-groomed
I Spy rainbow window game to make walks for kids a little more fun
6. Obsess with every breaking news
Balance and calm are required in these difficult times. Staying glued to your favourite news outlet and obsessing over every breaking news about the virus will create more harm than good.
As small business owners and entrepreneurs it’s critical that we take care of our mental health, as well, as our physical health. We are leaders.
Life goes on and so does our business
7. Cut communications
At a time when physical distancing is mandatory in most parts of the world , keeping the lines of communications in your small business doesn’t have to be cut.
With video conferencing and live streaming, companies have simply taken their offline activities online.
Here are a few ideas for consideration to keep the lines of communications open:
- Host online meetings via video conferencing software.
- Stream live chats on platforms like Facebook and Instagram
- Post daily video updates
- Issue a daily challenge to your prospects and customers
As a business owner or entrepreneur, we have been thrown a historic curve ball that caught us totally off-guard and many ill-prepared.
Now, however is NOT the time to retreat. It is the time to advance, double-down and get ready to thrive when the dust settles and the new normal arrives,
Crisis creates champions!
Will you be one?
