1) Research and Learn
Probably one of the most important steps during the “great reopening” to learn. Coronavirus has brought a whole new perspective to the way we live our lives. Staying up to date and learning about what’s happening around the world is crucial. There’s a lot of information out there about COVID-19 and many different opinions about what has happened and what’s going to happen. It’s important to focus on the most reputable, reliable sources to find the right guidance for your business. Different industries in different locations will have different rules, regulations, and guidelines to follow in order to reopen. Government agencies and public health organizations are definitely the best places to find accurate, updated information that is reliable for businesses that are looking to reopen digitally and physically.
Creating your reopening plan will require a lot of internal and external assessment of several factors that could impact your success in moving forward. Some of the most important factors include: a review of regulations in your sector, safety considerations, hygiene management (if applicable), personal protective equipment (PPE), social distancing, and cyber-security for your business functions. Auditing all of the current costs you have and factoring in these elements if relevant to you will help you understand what marketing you can afford to do.
Look at your numbers and figure out the bare minimum you need to get things going again. Then, consider federal and state financial aid resources like the Paycheck Protection Program (PPP), disaster assistance loans from the U.S. Small Business Administration, and the employee retention tax credit available under the CARES Act.
3) Lastly, Execute!
With your researching, planning, and preparing all complete, it’s time to put your reopening strategy into motion and get the ball rolling. Assess your competitors, monitoring their feed can help guide you on how to handle marketing and what marketing strategies to implement.
Reach out to your community, if you find yourself in need of inspiration and encouragement, don’t hesitate to reach out (virtually) to your community of fellow entrepreneurs. We’re all in this together, so try to set aside some time to share a few stories, trade information about what’s working well, and build a stronger sense of camaraderie with those around you!
And lastly, update your previous marketing strategies accordingly. No need to recreate the wheel if a small tweak or change in approach is required. However, being honest and compassionate for your customers and community is the most imperative element of them all. Successful marketing in the COVID-19 era means shying away from overly promotional messaging and speaking to the current reality and experiences your customers are facing.
Still confused on how to market in the “new normal”? Call your friends at MySocialBiz to get your free consultation and let us help guide you through this new marketing terrain.