2020 was a yoyo year for many business owners who were forced to start and stop their business based on the Coronavirus-19. With virus numbers down again and businesses and schools opening up, it is time to take the wheel and navigate your business for more success in 2021. If your business is open or about to open again, here are some key tips you may want to remember to make the most of as you re-open and re-market your business to thrive in 2021.
1) Communicate clearly with your past customers. If you paused your business or just reduced your hours or your advertising, your past customers could be confused as to whether or not your company is still in business. Take some time now to communicate your status and update your customers on any changes in your business or any new services you are providing to better serve them. Let them know the steps you have taken to keep them safe and provide the service they require in today’s climate. To maximize your success, make sure to provide a minimal contact, curbside pick-up or delivery service. Clearly post your mask wearing and social distancing policy. Today’s shoppers need to know you prioritize their safety. keep them safe.
2) Update all your online listings. Start with searching using your company name to see if any of your listings have been updated to change your hours or services during your pause. Sometimes customers can change them with feedback to the platform. They will not remember to update them when you change your hours or open status back, so you make sure you review it yourself. Remember to update your listings that rise to the top of Google, like your GoogleMyBusiness page.
3) Review your website for current services, products and hours. Small businesses adapt and you have probably made some changes in your business. Do not assume that your customers have read all your social posts and are up to date on the changes you have made. Take a fresh look at your website and don’t forget to update new products, services, changes in delivery or no-contact curbside pick-up. If masks or social distancing are required at your store, let them know before they come. No one likes to be surprised.
4) Create a dedicated Email campaign for your customers, asking them to help you recover by shareing your story and emails with their friends. The best way to jumpstart your traffic is to invite your past customers and their friends to stop in by appointment or use rolling sale dates to moderate your traffic to keep social distancing while increasing your business. If you added online shopping or curbside delivery, highlight it so your customers can see you are making an effort to keep them safe as they shop. Ask them to follow you on your social media accounts and add a link to give your company a review. If you need an email marketing program, use this link to try out a free Constant Contact Email Marketing account to see how easy it is to send out professional communications that lead to sales.
5) Are you a service company? If yes, offer phone or online appointments to connect with customers in real time. Service companies are struggling to answer phones in a timely manner and to offer support on demand. Use a scheduling tool to make appointments for your sales team or your customer support team to keep your reputation strong and to help new leads turn into customers. Consider offering some industry or product tips as a way to connect with potential customers and allow them to make an appointment for a 15 minute call or online meeting. You may even want to add a ChatBot or Messenger to more quickly answer potential customer questions or as service support. Customer service Chat Bots are a great way to make it easy for your customers to get FAQs and stay informed on demand.
6) Safety & Employees First. Your success in business is always dependent on your employees. If they feel you are protecting them, they will be loyal and do their best. However, if you communicate to them that you need them to show up no matter how they feel, you are sending the wrong message and not protecting them or your customers. Take the time to review the steps you are taking to keep them safe. Make sure they understand your policy on sick leave and the importance of reporting if they suspect they are sick. Tape off social distancing waiting lines and post instructions at the front and throughout the store with your expectations on mask wearing and social distancing.
7) Media Mixing. You need to reach potential and past customers 7-14 times in 6-8 weeks, which is much more cost effective if you can target the type of customers who have been your best leads. There needs to be a plan from the first point of contact to the multiple touches and seeking out a connection across multiple platforms and media tools from Keyword ads to Messaging on social media tools. Timely follow-ups that will bring that individual into your store or shopping cart. By combining multiple advertising tools from Email and Event marketing, direct mail and digital platform advertising tools, you can ensure that they are receiving your message from more than one source in a timely manner.
7) Re-Marketing. If you have not already set up re-marketing on your Google Adwords or display ads or your social media ads paired with a targeted custom audience and designated lookalike audiences—it is imperative that you do so now. There needs to be a plan from the first point of contact to the multiple touches and timely follow-ups that will bring that individual into your store or shopping cart. Follow-up their actions and make sure you reach out to answer any of their questions. Customer service bots are a great way to make it easy for your customers to get FAQs and stay informed.
Whether you have already re-opened or you are still in transition, my checklist will guide you with tips designed to boost your results this year. If you need help brainstorming to create your own re-open and re-marketing plans, contact us by email at liz@adteamla.com, or call us at 310-791-6300.
Liz Harsch is the owner of Tailor-Made Advertising in Torrance, CA. Her firm provides marketing, training and consulting to identify marketing and media alternatives for business owners. As an experienced Marketing Director, Media Planner, Liz has trained small business owners for Constant Contact, SCORE, SBDC, SBA, Cities and MWD and County outreach partners, APICS plus many Chambers of Commerce for over 10 years. She can be reached at her Torrance, CA office at 310-791-6300 or by email at liz@adteamla.com. You can also see her upcoming training workshops calendar at http://bit.ly/workshopscal .
