JNS Marketing Insights

Small Business Series: Navigating the Pandemic

By: Risseth Lora, Vice President of Operations

Times are uncertain, and the world is in a state of chaos. The COVID-19 pandemic has affected each and every one of us personally, and professionally. While there is conflicting information about how quickly the virus will be contained and when we will go back to a sense of normalcy, there are actions businesses can take to prepare themselves, and their clientele, for when the tide shifts.

Tip #1 – Now is the time to show empathy. Regardless of what industry you are in, people don’t want to feel sold, they want to feel heard especially when they are feeling vulnerable. It’s important to relate to others from person to person, not business to consumer. Taking this angle will help build trust, and will act as the foundation for earning or maintaining their loyalty once business resumes to its normal dynamic.

Tip #2 – Keep communicating. This is the time to keep the dialogue going with your audience. Think about putting out a poll or survey to gain insight from your loyal customers on what they are looking for. If you have a database, tapping into e-mail marketing to send out informative content relevant to your business every 2-3 weeks would be ideal. Utilize your social media platforms (Facebook, Instagram, etc.) as a forum where you can communicate with your audience on a weekly basis. If your business offers the ability to shop online, this is a great time to promote that through any of these tactics. If you have an active television campaign running, scale back the frequency but don’t go completely dark (if you can afford to do that). The Shelter in Place order has people watching television and consuming online media now more than ever before!

Tip #3 – Plan ahead for the calm after the storm. It can be difficult to think about the next 2-3 months when you are trying to figure out today and tomorrow, but realize that for many, they will embrace a “new norm”. Behaviors will change, consumption patterns will change, and priorities will change. Have you thought ahead to how you might need to tweak your business model or value proposition? Now would be a good time to introspect and consider that question, and put together a ramp up strategy. Be ready to go when we are given the “all clear” to get back to business as usual. Those who embrace the change will find the most success.

If you have any questions regarding how to develop a strategic plan or communications strategy, feel free to email info@jnsnext.com. We are happy to set up a virtual meeting or call at your convenience. Be safe, and be well.

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