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How to Approach Marketing in Lockdown

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Over the past 12 months, many marketing strategies have been abandoned. Every business has had to rethink. Adjustments have been made to what’s offered and how this is effectively communicated to customers. With change the only constant, how can you approach marketing in lockdown?

Local Marketing; Be Part of the Community

One of the major shifts has been in favour of local businesses. ‘Shop Local’ initiatives are familiar, but in lockdown, this has grown in strength. Quick to respond in the first lockdown, local businesses have shown their value in the community. Whilst based at home, consumers are discovering what is on their doorstep, so make the most of this opportunity.

Google My Business

If you haven’t already, now is the time to ensure that your local listings are up-to-date. The first thing to check is whether Google My Business show your current location, opening times and contact information? If you feature in other local directory listings, take a look to see if changes are needed.

Local Groups on Social Media

It can also be useful to join and contribute to local groups on social media. This will help your business to become more visible in the community. If you offer valuable advice and recommendations, it builds trust and showcases your knowledge. (A comment on a community post has resulted in my latest enquiry.)

Print Media Marketing

Featuring in local publications and door-to-door leaflet delivery may not have been on your radar a year ago, but these are different times. People have more time to read what comes through their letterbox. Personalise your message so it resonates with residents.

Geographically-specific Paid Advertising

If your marketing strategy includes paid advertising, focus on your local geographical area. It is possible to specify individual postcodes. The benefits of a local focus are highly targeted marketing, less competition and, therefore, lower per-click costs.

Customer-focused Content

Whether B2B or B2C, every one of your customers has experienced change. As a result, what they want from you has altered. Has your written content been adjusted?

The keywords that you were promoting for search engine optimisation may need to shift. Metaphorically speaking, are you still promoting smart suits and party dresses whilst your target audience are browsing casual clothes? Beyond products and services, check that the outcomes you were promoting are in line with current desires.

When preparing your marketing message, Google Trends and other online tools offer data on what people are searching for. This can provide generic awareness to inform your blog content or social media posts.

The best approach is to get in touch with your customers. Give them a call, send them an email, even write them a letter! Gather feedback on what you offer and what they want; then use this to inform your marketing strategy. With customer feedback in mind, does your web page content need a freshen up? What would be helpful information to include in your next blog?

Keep it Relevant

These are strange times and we can’t simply carry on as if nothing was out of the ordinary. Any marketing message should reflect the current situation. It might suit your brand to approach this with humour, empathy, distraction or practical information, but tailor a relevant message.

Improve Home Life and you are on to a Winner!

In lockdown, those four walls can feel restrictive. Working, schooling and living in the same space is something we are still adapting to. Through the winter months, even getting out for exercise is less tempting. If your business can offer anything to make home life more tolerable and enjoyable, you could be onto a winner.

This approach isn’t limited to those selling craft kits, DIY products or office furniture. Our TV Licence letter included instructions for a paper-folding trick – perfect!

Here are a few ideas:

  • Use the back of that flyer that you are designing for doorstep delivery for a fun activity
  • Post a monthly challenge on social media
  • Include a printed template on your shipping boxes
  • Create a resource or competition that supports the curriculum – Pod Point and Fresh Air Fitness were two companies who have taken this approach.

With a little creativity, you can make things a little easier; that will put your brand in a good light.

Content Writing Services

As an Aylesbury-based, freelance content writer, I support local businesses to keep their message fresh and relevant. If you need content writing services, please get in touch: catherine@write-it.co.uk.

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Finding the Small Business Voice

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As a small business, have you found your voice? Does your marketing message reflect your offer or are you trying to emulate the big brands?

Many small business owners are concerned that potential clients will be put off by a small team. They fear that it will be assumed that they lack the capacity or resources for larger projects and orders. As a result, they are tempted to create a marketing message that implies that they are a larger entity.

Is this a great marketing strategy or is honesty the best policy?

Are you Attracting the Right Clients?

Some customers favour the big names, the known brands and the long-established agencies. The familiarity of the process or the product is reassuring. They trust the label of a quality brand.

You can chase these customers, trying to attract their attention and working tirelessly to prove that you are worthy of their business. The difficulty is that bigger brands will inevitably have more marketing resources, so competing at this level is tough.

Is it worth risking a façade that doesn’t quite match reality when it can crumble? Can you build strong client relationships when you aren’t being genuine?

Celebrating the Small Business Offer

Rather than trying to emulate big business, why not celebrate the advantages of being a small company? Many potential customers prefer the experience of working with local, independent companies and here are three reasons why:

Small Businesses are Led by Owners, not Managers

As a business owner, you have a vested interest in delivering the best customer experience. Your livelihood depends on listening to customers and providing what they need. As the decision-maker, you can adapt services, policies or processes in an instant if it is advantageous. This approach makes the service responsive in a way which isn’t possible in large firms.

The type of customer that favours small businesses is looking for someone who cares. They know that owners are willing to do what it takes to build trust and complete the project to a high standard. This commitment is seldom matched by a paid manager.

Does your marketing message celebrate the dedication of the team? Do communications and case studies showcase your approachable and receptive nature?

Small Businesses offer Something Unique

Where large organisations are tough to beat on standard products and services, small independent businesses are the champions of personalisation. If consumers are looking for bespoke products and tailored solutions, they need specialists.

Let big brands engage with the masses, for small businesses it is more important to celebrate niche products and services. If your webpage content and social media is simply a micro version of the market leader, you are missing a trick.

Small Businesses are Part of the Local community

There are several advantages to being part of the local community. In the digital world, we can be in communication with anyone, but it is reassuring to be able to meet in person. Having your business on their doorstep makes you approachable and provides a sense of accountability.

As a small business owner, you likely have established contacts in the local area. If clients need something beyond the scope of your offer, you can make recommendations. Outsourcing and collaboration bring the best skills to the table and this can make you far more dynamic than larger firms.

Many customers prefer independent companies because they contribute to the local economy in ways that have a direct impact on them. From support school programmes such as Young Enterprise, sponsoring a sports team or engaging in community activities, this makes a difference.

Does your marketing message showcase your community involvement?

Be Proud of your Small Business Status

As a small business owner, you have lots to be proud of. Make sure that you have an original voice that promotes your strengths. With an honest marketing message, you are more likely to entice customers with natural synergy.

 

If writing is not your thing and you would like some help with finding your small business voice, I offer a range of affordable copywriting services. Please email catherine@write-it.co.uk for further information.