Marketing strategy for local business owners amidst the pandemic

No one sees it coming. No one is prepared. I thought pandemics were movies until the coronavirus has become a worldwide threat.  

There is an imminent economic downturn and that’s for sure. Local businesses hit hard by this pandemic. Shutting and closing doors to halt the spread of the virus and flatten the curve. There are a lot of uncertainties.

But more than ever this is the time to prepare a plan, evaluate and execute a strategy. We have to evaluate the current reality, resources and reassess the opportunity based on the industry. 

In addition to that reposition and to innovate the product/service offers in the marketplace. 

The best thing we can do is control what we can and use that in our favor- while we ride out this storm. This too shall pass and has an exit.

Until then we have to think, plan ahead, assess the resources, risk and implement to keep the business afloat. 

As part of the local business workforce, we have laid out a strategy that we can execute as we face the challenge of lockdowns, economic recession, and healthcare threat. 

1. Communication with customers/clients/patients. This is the time to speak up as a leader of your business and your market, about the current situation and updates regarding the status of the business. Speak with empathy and at the same time ensure spirits stay high.
2. Create digital assets in the form of videos and ebooks. People are home and spending more time on mobile. We want to provide goodwill and at the same share valuable information that could be helpful to the market during this downtime. Part of this approach is to follow-up with subscribers on a weekly basis and funnel it down to a promotional offer.
3. Set up an online consultation for physio/chiro, online training for gyms/yoga studio owners. Assess opportunities and resources to innovate the service offers online. You can do Facebook lives/social media updates, sending out emails subscribers and run ads to advertise your online consultation/program.

    4.. Run ads strategically and promote offers online. I have noticed that I’m getting lower CPM's with my Facebook ads. Create marketing strategies #ShopLocal to communicate the importance of supporting local businesses. Be creative with your promotions and online offers. This is the best time to initiate marketing promotions to support local businesses. 

Establish branding, goodwill and be on top of your prospect minds- then do it. During this time, you can promote online orders, online deliveries, online consultation, and gift cards. This is the time to reassess opportunities and resources and turn it into a business strategy. 

      5. Social media content is your publishing media to influence your local market in a positive way, a perfect avenue to promote local communities/charity initiatives and sell services. Remain visible to your audience. Engage and educate through your social media channels. Innovate and introduce digital versions of the services. 

We can’t deny the struggles of the imminent economic turmoil. But again the only thing we can do is to work on what we can control while we ride out this storm.

I believe that our best shot is to be part of the solution and it is to focus on flattening the curve. Therefore, it won't impact the local business, national economy, and healthcare as the worst recession in the year 2020 in human history. 

We are all part of the solution. Life gets back to normal as the outbreak slows- sooner rather than later.