By Ronita Mohan
Promoting your small business during a crisis can feel like an insurmountable challenge.
Most SMBs don’t have the financial resources to run huge campaigns—at the same time, without promotional materials, you could lose your audience.
There are ways to grow your audience during a crisis, without having to deplete your limited budget.
We share eight methods for promoting small businesses during a crisis that don’t require financial investments or immense human resources.
1. Create and Promote Relevant Content
Content relevancy has always been an indelible part of small business promotion—during a crisis, this becomes even more crucial.
Not only does your content have to be relevant, but the platforms you choose to share it on has to be accessible to your audience.
Considering the current global situation, small businesses need to keep in mind that their customers are spending more time online than ever before.
Creating content for social media and blogs is the way forward—at least until people start feeling more comfortable going out.
The kind of information customers are looking for also impacts content creation—there is a greater need for educational material, as well as entertaining content.
Now is the time to design charts and graphics that inform and educate audiences about the crisis, your business, and how people can stay safe.
There are numerous sources online to help small businesses learn how to make infographics or write informative, well-sourced blogs that will add value to their clientele.
Staying relevant when you can’t keep your store open can be a challenge but if you create suitable content for online audiences, you can continue to generate leads even in a crisis.
2. Increase Lines of Communication
Store closures have put small businesses in a difficult position—not only are they facing decreasing revenues but communication lines with customers have also been shut down.
Clients are no longer able to stop by at the store for a quick chat or for clarifications—how are they meant to stay informed about the businesses they support?
During a crisis, businesses need to use as many available communication channels as possible to keep their staff and their customers updated and engaged.
This is particularly important for maintaining customer relationships and to promote your business activities even when stores aren’t physically open.
It necessary to use all the digital channels available to you as most of your customers are online, browsing multiple platforms.
Communicating across multiple platforms can be a tough ask for small businesses, which usually have limited human resources.
But marketing automation software has made it possible to promote your company without having to invest in more manpower.
With automated tools, businesses can easily schedule regular updates on their social accounts.
Software can also be used to be proactive in sending out emails—with details about store closures, how customers can access your services, and the impact of canceled appointments.
Website chatbots can be programmed with stock responses until a customer service representative can take over the conversation.
By diversifying the channels you use, you improve your chances of reaching customers when and where they are available.
3. Explore Virtual Options
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