[This is the rough script from a video of same title. I’ll post video transcripts here from time to time as appropriate :). Video is likely to be abbreviated]
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We don’t need to be reminded how ‘unprecedented’ the covid19 pandemic is (count how many time’s ‘unprecedented’ is used on news haha.)
Enough to say that collectively our literal way of life has been ransacked. The way our businesses operate. The way our customers interact with us. And on a deeper level, things that were important to them before the virus might be different now, as we head uncertainly into ‘recovery’.
So as someone who creates promotional content, mostly in the way of video and photographs, for business, I ponder thus stuff. I’ve also been self employed for nearly 30 yrs - it’s part of my DNA at this point. So I wanted to share some of those thoughts with you.
Loosely titled ‘things you can do to market your business in a recovering virus world’. Or ‘Um, hi, remember me?’ Meaning : your business has changed, maybe selling online, maybe a broader or smaller product range, or branched out into different markets. And your customers habits have been shot to hell, and their needs are different, and their wants are perhaps more unattainable as a result if a contracted workforce. You need to tell your new story, and find others who resonate with it too.
[Disclaimer : this is part public service and part ad. I specialise in some of these areas so clearly there’s services I can assist with, but alternatively there’s always a diy option. Just to be up front. ]
Do nothing. Do nothing differently. Good luck. Because as we’ve established, it is all different. It’s not a brief interruption like the Melbourne cup, where everything will be back to normal after the hangover. People had to face life without toilet paper! Lost jobs, and so on. Marketing, in a contracted market, is way more crucial.
Love the one you’re with. Respect the customers you have. Have great service right now, today. One morning, just after opening I was at a Bunnings store. I wasn’t able to find an assistant because they were all having a sales meeting around the registers, presumably getting a pep talk about providing great service!! Now to be fair Bunnings service for me is normally great but this is a great example. And if you’re selling online and that’s a new workflow, treat it the same. Be fast with your response. Be honest. Reply to everyone. Do what you say. Same as a walk in customer.
Know you. Like you. Trust you. Buy from you. This is the normal order we all follow when buying just about anything. Sometimes that pathway from ‘know’ to ‘buy’ is very short, but sometimes it develops over years as you watch the way a store operates and build an idea of what they’re about, and one day, when you need some handmade furniture, or a venue for a function, you know just where to go. Go easy of the ‘buy from me’ content and heavy on the ‘this is who we are, what we’re about’ posts. Tied in deeply to the next point…
Who are you? Define your business as it is now in a way that can filter every post, ad, interview, communication to keep you on message. I do a process of business #keywording for every project I do. And did it for 18yrs at greenzebra. (Supergoat ad number 1 - I am now offering a consulting service to assist in establishing and implementing business keywords. Comment, or email for information.). I had a list of 6 keywords that shaped everything i posted, or served as a radar when doing an interview, like on Tv one time they asked about the proposed parking changes and I could reply with “because of our #takehomemeals it crucial for customers to have easy access to pick up orders”. think how a politician never strays from their talking points no matter what is asked…… These keywords will keep you on track. It’s a discipline, and to keep the list to around 6 takes some creative thinking, but it’s a game changer. My feeling is that many businesses would be looking to change some of their keywords as a result of their trading adaptations.
Social media. Every sale you make will be to someone on social media. If not 100%, pretty close. Fair enough to assume potential new customers are there too. Reason enough to give it some considered time. (There are millions of marketer vids out there... this isn’t that). A. Use your keywords to keep your posts on message. B. Make a post frequency program and stick to it. One or two posts a day is a good place to start. C. The quality of your content is as important as the substance. Not meaning every vid should be slick, on the contrary soc med is perfect for self made content (‘know you’). But consider the subject matter, backgrounds, shakey footage, audio to make it as effective as poss. D. Which platform. Let’s assume Facebook and insta covers most people. Yeah there’s Twitter, til tok, Snapchat, linked in, but I still believe fb/insta to have the lions share. But don’t trust me. Do a survey. Ask. ‘What socmed are you on’ (I’d love to know results!) e. Get your messaging and notifications for all platforms you are on in order. An enquiry via Facebook messenger is no less important than someone walking in your front door. Make certain you receive them and know how to use. Repspond to everyone. Offers, collaborations (more common online), suggestions may come your way, as people get creative in their response post virus. You never know who will end up a lifelong customer. We used to say in the cafe that a $3 coffee sale might be a $thousands customer over time. Reply to non spam emails (unless you really are after blue pills haha). Even a ‘thanks for reaching out but not interested at thus time’. Networking.
Networking. Once it might have been monthly beers at a chamber of commerce gathering. Of golf with a wide circle of business cohorts. That might be suspended but the process is the same, just substitute the fairway for the Facebook interest group. Join and be active on interest fb groups. Post, comment, respond. Don’t sell. Offer your knowledge. ‘Know you, like you’ remember. Related, reply to everyone
Email list. Harvest and grow the list. At greenzebra we changed late in the game to an computer based point of sale system. The option was there to get email address of customers, which we did when taking orders etc. Our customers were big fans and likely keen to opt in to a news/specials type of respectful mail out, but alas I never bit the bullet. Lesson - it’s never too late. And right now, when those very same customers can’t visit your store, you can still contact them directly. It should go without saying, but is worth covering - tread very carefully with email marketing. Be upfront about your intentions, and stick to them. Also, be consistent. If you promise a list of weekly specials, of monthly news updates, or whatever, deliver on what you say. Hmm, there’s a repeating theme here…
Website. If you don’t have one... you know what to do! Squarespace, wix and others offer easy and slick DIY, drag and drop site building, and you can be up and running in a few hours. No, like ZERO excuse for not having a website. I won’t elaborate here, but when starting Supergoat I didn’t think I needed one, opting for the free Facebook page. It took ^ months and then I built my site. So, first hand, I can truly say it’s a must. (No time for the specifics here, but I’ll happily discuss if anyone’s interested). If an online store has become part of your reality, or you’re wanting to add e-commerce, consider using a professional website builder to set it up correctly. Whilst Squarespace (which I use) offer online store, it does take a lot of (easy but laborious) work to set it up. Professional site builders are skilled at optimising for SEO and related acronyms, and can assist with targeted affordable advertising and landing pages to capitalise your online presence. Consider A.R Digital for this (no affiliations, just I have seen their work and am impressed). Really consider a good ‘explainer’ video. Supergoat Ad number 2! An engaging short video that tells your story. This above all else is where i specialise. Stay away from stock photos, look fake. Invest in good quality real shots of your business. Supergoat Ad number 3!
Stay positive. Always keep the vibe ‘up’ and positive. Keep it real, sure, but better to refrain from posting of commenting if you just can’t see the silver lining. Use you ‘friends and family only’ posts for the gripes.
This is by no means a complete list, or total worksheet for instant customer inundation. But taking action in any of these areas, or all, is exactly what I’ll be doing in navigating the new economy. I’d love to know if any resonate with you, or what actions you took that made a difference.