In December 2019, everything changed for small businesses in America, although most business owners did not know it yet. At that time, in the Chinese city of Wuhan, a novel coronavirus dubbed “covid-19” began spreading like wildfire. Finally, months later, it has completely changed the American business landscape for large and small businesses alike.
As I pointed out in a previous blog post, small businesses are going to be forced to make fast changes in order to survive the post-coronavirus world. Luckily, for many businesses, most of these changes will amount to common sense improvements that should have been undertaken years ago.
Are you a business owner who is left in the dark by coronavirus? Here are some tips to help keep customers and set yourselves apart as the country deals with a global pandemic that threatens to upend businesses everywhere.
4 Meaningful Changes Businesses Will be Forced to Make to Contend with Coronavirus
1. ) Put the customer’s safety first
Many local establishments, such as bars and restaurants, are doubling down on bringing as many people into their storefronts as possible by offering dine-in specials and events such as trivia nights or live music.
This is not only shortsighted, it is downright dangerous for the customer and shows a lack of care for the very people that can keep one’s business afloat.
Instead, restaurants, bars, cafes, and coffee shops should be changing the way they do business to keep people out of their shops while ensuring their customers stay engaged and continue to patronize their establishments through carryout orders, subscription services, delivery, and third-party services such as Uber Eats and Postmates.
One local brewery that I frequent has already changed its business to a growler-refill model where only five customers are allowed in the bar at a time. While this will come as a welcome change to health-conscious customers, an online ordering or weekly/monthly subscription option would make it even more convenient for people to make this brewery a part of their weekly routine.
People are going to find ways to spend money during the coronavirus pandemic. They will likely spend money at shops, bars, and restaurants that they already like. But if said shop doesn’t have a safe and convenient option for a customer to patronize it without potentially exposing himself to covid-19? The customer will find a new place that does allow and prioritize these services.
2.) Re-think old approaches to marketing
Sure, your pizza shop may have been operating for 20 years, and your message has consistently been you have the best pizza in town. In 2020, with consumer anxiety at an all-time high, that probably won’t cut it.
Given the inherent risk consumers are facing when they go out to shop or even order a delivery or carryout order, cleanliness and sanitation are going to be points that successful companies are going to hammer home during the coronavirus-related lock downs.
Your company has probably taken great pains to ensure the storefront and workers are clean, healthy, and mitigating any risk at spreading germs and viruses. Tell your customers about it! Marketing pertaining to cleanliness and sanitation will mean much more than it ever has in the past under the current paradigm.
3.) Incentivize customer loyalty during tough times
So, your coffee shop has changed to a to-go and delivery model and is now taking all of its orders online. Naturally, there is an initial hit to your bottom line. Is it a good time to do away with the customer loyalty program to save some money?
Think again. Small business is going to be a cut-throat enterprise in 2020, and it would be wise to double-down on any company programs that engenders repeat visits and customer loyalty. Subscription models can be adapted to ensure customers can get five coffees a week at regular price, plus one for free. Bulk orders, such as a growler of beer or cold brew coffee, should be accompanied with an offer for a discount upon a refill.
Now that consumer habits have been completely changed, anything your business can offer that can safely and conveniently help turn your service into someone’s new weekly ritual will pay dividends.
Don’t know where to start? Think about your favorite businesses and ask yourself why you come through the door. Chances are, they are going above and beyond taking your money, giving you a product, and then kicking you out the door.
4.) Content Marketing is Still Imperative in 2020
Believe me when I say it is not time to cut your content marketer loose. With more people than ever staying in, it is time to double down on digital marketing and content marketing to help your brand become a valued part of your customers’ days, even when they are not visiting your business.
With people missing out on crucial time socializing with others, what better way to connect people with your business than by offering an inside look? Businesses can detail the painstaking routines they take to ensure their spaces are clean and devoid of germs. How to make an amazing cup of coffee at home. How to arrange a beautiful bouquet of flowers.
Obviously, content marketing initiatives will depend on the type of business undertaking them. However, the important thing is that local customers and potential-customers are gaining value from their time spent reading or watching the inner workings of your business.
In an increasingly lonely post-coronavirus world, the familiarity one feels with your bar after watching some micro brewing tutorials could make them choose your bar for growler refills over the bar across the street.
Content marketing has already found its place in the American digital marketing landscape. However, the connection one feels to businesses when gaining something valuable for free will be even more important now that genuine connections, with businesses or people, are hard to come by.
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