How to utilize your digital marketing channels during the COVID-19 epidemic
Communication is always critical—but especially so during times of crisis. Not only is it necessary to keep customers up-to-date on information like new operating hours, having an open line of communication helps keep your business in your customer’s mind after the crisis has passed.
It’s important to use any and all digital mediums you currently have in place (like your website, social media, and Google My Business) to relay any information you think is necessary—from store policy changes to a simple “hey, we may be closed now, but we’re still here and can’t wait to see you again soon”.
If your business isn’t on every single popular digital marketing channel, it’s okay! Focus on the channels and marketing mediums you do have and add on new channels later as you adjust your business model as needed.
Don’t forget to update your website to include your new hours of operation, new contact information, or any changes in procedures, like curbside pick-up or a new online ordering system. The most important thing is to always let your customers know what to expect when they shop with you.
Your website is also a great place to share any extra services you are providing to the community or any unique specials. Are you donating a portion of your sales to a local charity? Do you have any special promotions going on?
It may seem overwhelming to worry about updating social media during this time, but chances are most of your customers are actively on some form of social media throughout the day and are using it to stay connected with both friends and business.
Just like on your website, social media is a good place to share information like hours, any changes your business has made, as well as any specials you may have. Especially if you’re a small business, social media can be a great way to gain new customers and connect with others in your area. When you make a post, ask people to share your post on their own social media accounts. Sometimes all you need to do is ask for a little support!
Google My Business
Google My Business is yet another important location to update any changes to your operating hours.
If there are any mandated temporary closures to businesses of your type, Google may automatically mark certain types of places as “Temporarily Closed” on Google Search and Google Maps. Google acquires this data through authoritative data sources, which include national, state/provincial and local governments, non-profit organizations, educational institutions, and businesses.
Just like on your website, be sure to update your business description in Google My Business with any information that current and new customers need to know.
Stacey Steiner – Digital Marketing Manager
Stacey is the digital marketing manager at CFI Marketing. She specializes in project management, planning and strategy, inbound marketing, email marketing, and social media marketing.