During a global pandemic, zombies or a zombie pandemic, it won’t be business as usual. In the past few weeks, every one of my clients has drastically changed the way they operate, whether they run a storefront, doctor’s office, or wholesale business.
Here are some effective ways to make the most of challenging times.
1. Communicate Clearly and Often.
Be sure your customers and patients know what kind of services and products you are currently providing, if any. People might be burnt out on receiving Health & Safety Procedures emails right now, but there are still effective ways to cut through the clutter with the right tone. I share some content recommendations later in this article.
If you can’t provide services, and all your employees are working remotely, reassure the public you are taking care of them. Businesses who treat their workers well during this time may be more likely to be supported once things begin to normalize.
2. Update Your Information Online.
People need to know whether you’re open or closed, and what your new hours are. Even if your hours are the same, it’s helpful to communicate, “We’re still open 9am-5pm.” This way people visiting your site know they’re looking at the most current information. Remember to update the following, if applicable:
- Home page of your website
- Hours/Locations page of your website
- Footer of your website
- Google Business listing
- Social media pages and profiles
- Yelp page
- Other review sites
3. Be Transparent.
It pays to be honest with your customers about your situation, even if it’s, “We are waiting for city officials to let us know when it is safe to reopen.” Make it clear you’re doing the best you can to protect everyone and consider padding your shipping estimates. Customers are happy to get emails saying the product they ordered is arriving earlier than originally communicated. The converse is rarely true.
4. Stay Positive.
Although this is a stressful time for business owners, it’s best to be seen as a source of good news. Keep your communications light without being disrespectful to those in unfortunate situations. Include links in your emails and social media posts to:
- Fun diversions
- Helpful resources
- Good news
- Ways to help
- Heart-warming stories
People will look forward to receiving your messages and associate your business with uplifting feelings.
5. Use Time Wisely.
Once you are set up to work remotely or have your new operation running smoothly, evaluate what will benefit your business most in the short run. If you are confined to your home office, this is a great time to catch up on paperwork, create content for your website, and develop marketing plans for the rest of the year. If you’re keeping things open with a skeleton crew, this is a unique opportunity to experiment with new ways to get things done more efficiently.
6. Evaluate Expenses.
Take a look at your books to see if there are any recurring services you can pause until cash begins to flow again. You should never sacrifice vital line items like your insurance, security, website, backup services, etc. However, there might be some subscriptions for software you rarely use or associations you signed up for that no longer benefit you. It’s also a good time to contact your credit card processor, bank, and credit card providers to negotiate lower rates and fees.
7. Take Care of Yourself.
As always, the best thing you can do for your business is be as healthy as possible, both physically and mentally. Take a break from the news each day to look around and appreciate all you have. Keep in close contact with family and friends and offer support when you can. Chances are we’re all going to be okay.
I’m happy to offer suggestions, marketing advice, and zombie defense tips for your unique situation. Feel free to reach out to me at alison@socialsonar.com. I look forward to helping you discover new ways to grow.
