SMALL BUSINESS RECOVERY DURING AND BEYOND COVID-19

The Effects of COVID-19 on Small Businesses

It is estimated that COVID-19 has affected nearly 30 million small businesses in the United States alone, in one way or another. While some have closed their doors temporarily, countless others are left wondering if they will ever open their doors again. Many have been able to shift their business model to meet social distancing standards, but many others simply cannot do the same. A vast percentage of business owners have been forced to make the difficult decision to lay off employees as well as reduce their own salary in hopes of keeping the business afloat until this has all passed.

Regardless if your small business has been affected or to what degree, investing time and effort into recovery will be crucial. It’s important to note that small business recovery will look different for each individual company. However, there are many efforts that will prove to be beneficial for all.

Why Adaptability Will Be Key

The key to survival for many small businesses will largely depend on their willingness and ability to adapt. Although the hope remains that the current state of things will be provisional, businesses must be prepared for an unknown timeframe. The reality is that businesses do not know how long this will go on nor do they know how consumers will act after it has passed, making it critical to focus on sustainable modifications that will offer relief both during and after this pandemic. Here is what uschamber.com had to say about the changes retailers will feel in consumerism post pandemic:

“Retailers will be feeling the impact of the coronavirus crisis long after the quarantines, store closings and social distancing rules have ended. It is likely to create permanent shifts in consumer behavior that retailers need to start preparing for, experts told CO—. Americans will change how and where they shop, and retailers will change how they interact with customers and how they plan for future pandemics.”

If it has not happened already, businesses of many industries will have no choice but to modify their business practices to fit the demands of the current market. Many businesses have identified this need and have tailored their services to meet the needs of their consumers. From home delivery through to virtual instruction and everything in between, owners must take physical actions to sustain their business and maintain their customers through this crisis. While changes to the service factor will undoubtedly look different for each business, they all share in the task of making these changes with a socially distant mindset.

For some inspiration, check out this article to see how many fitness businesses have been responding to the change.

Why the Internet May Be Your Best Resource

Going beyond service adjustments, businesses must also implement marketing methods that will reach and engage people while they are still within the confines of social isolation. People aren’t driving by billboards or seeing ads on bus benches. They are not picking up magazines or reading flyers on bathroom stalls. They may not even be listening to the radio or watching TV as many no longer carry traditional television providers, but rather online streaming services such as Netflix or Hulu. But, people across the country are online more than ever, turning to the Internet for everything from entertainment and information to social connection and filling basic needs. With this reality, digital advertising and marketing strategies will prove to be the most effective means to get the attention of those sheltered inside their homes.

Digital Marketing Strategies to Focus On During COVID-19

As companies work more and more toward virtual practices and services, digital marketing becomes more and more relevant. Through a number of different strategies and techniques, the recovery of your small business amid the COVID-19 pandemic can be possible. Here are just a few digital marketing tips that can help your business operate, adapt, adjust, and move forward during this time.

1. COVID-19 Response

While this may not be a digital marketing strategy, it is an important consideration for the times. Make it a priority to provide existing and potential customers with updates on your business along with any changes you are making in response to COVID-19.

2. Social Media

People feel isolated right now. Everything from school and work through to leisure activities and sports are restricted, leaving countless people unable to make connections. In response, many people have turned to social media to fill that void. If you haven’t already, make your presence on social media a priority. You can use social media to deliver positivity or entertainment, provide support or encouragement, promote services, update customers on your business, and offer something of value. Depending on your target audience, you may find social media to be the most effective way to remain connected to your community.

3. Email Opt-In Campaigns

Emailing marketing tends to have one of the highest returns on investment (approximately 122%). Use email campaigns to update customers on your company’s response, but also use it as means for offering a service or providing an opportunity to opt-in. Be careful not to take advantage of the situation, rather communicate necessary information and present beneficial offers or content.

4. Google My Business

GMB listings offer searchers instant access to important information about your business along with one-click opportunities to call, contact, schedule, or request a quote. During this time, it can make a substantial difference as people search for services and products that are open and available.

5. SEO

There will undoubtedly be changes to the results generated from search engine optimization. The needs of people are changing or on hold as stay-at-home orders continue, but do not let current projections allow you to stray from your SEO efforts. SEO provides a tangible means for maintaining your business during COVID-19, but it is also the most effective means to rebuild afterwards. Continuing to invest in strong SEO tactics will help to ensure that your business has the digital means and reach to sustain.

6. Relevant Content

While you’re working to adapt the physical services of your small business to fit the needs of your customers, take the time to do the same with the virtual service you may be providing through content. Create content that can provide relevant value in this current situation while making sure to remain empathetic. Use your content to build trust with your audience by encouraging your customers, contributing to where they’re at, and even by supporting other businesses.

As a reminder, Google is looking for content that meets E-A-T (Expertise, Authoritativeness, and Trustworthiness) standards. Here’s a screenshot from an article from Search Engine Journal that helps you see whether your content is E-A-T worthy:

7. Virtual Connections

Social distancing causes people to feel isolated, but it can also leave people without many of the services they know and trust, such as your small business. So be careful that you don’t overlook the benefit of connecting virtually. Integrating virtual services and conferencing through your website could be a key resource in helping your customers and your small business as we all work to recover from COVID-19.

Support for Your Small Business

As digital marketing specialists, our team at Red Rocket Web Specialists is committed to helping your business survive the financial strain that has been caused by the coronavirus pandemic. Contact us today to learn more about what digital marketing and SEO can do for your small business recovery.