5 Ways To Plan for a Post-Pandemic World
The impact of the Coronavirus pandemic on small businesses and nonprofits has been severe. Many have not survived, while others continue to struggle with a reduced business flow, loss of income and uncertainty about the future. At six months in, many small business owners are finding they have more time on their hands. But it may be a good time to review your marketing. Here are a few ideas about things you can do to prepare for the post-COVID recovery – whenever it may occur.
- Review your business model to see if you want or need to make changes. The need for social distancing has created an era of digital meetings and finding new ways to connect with employees, customers, boards, etc. Everything from manufacturing to restaurants to B2B companies are evolving to a new digital world, and it may require an investment of resources for your company. I found an excellent article on preparing for the recovery that has detailed and helpful information.
- Check your website. Go through the website from head to toe looking for broken links, misspellings, typographic errors, grammatical problems, etc. Take the opportunity to add fresh content and make sure the navigation is easy to use. The user experience (UX) is one of the most important influences on your customers. Web design trends are constantly changing, and we are seeing more 3D, geometric shapes, and dark mode influences in 2020. If you don’t have a website, call or Email me. I can help you get started.
- Review your marketing materials. If you have brochures, palm or rack cards, business cards, giveaway items, posters, etc., review them carefully. Again, check for grammar and spelling, as well as content to see if you need to update them. Also consider whether they are working for you – do they generate leads or business? Investing your resources in marketing materials is smart, but only as long as they are serving a purpose.
- Study up on your industry to find out what’s new. In the busy world we’ve left behind (for now), it could be difficult to keep up with marketing trends in our own industry or vertical. There wasn’t much time for reading or learning new things. But this pandemic pause can be an opportunity to do just that. Professional publications and marketing blogs can bring you up to date on what is working, what is coming, and what you should know about marketing.
- Lastly, take some time for social media. Visit platforms that you don’t usually frequent. Don’t use Tik Tok, Instagram or Pinterest? Take time to visit each of these. Find out how many people use these platforms, and what the demographics are. Each social media site has a different audience and use different media. Review your business social media use and determine whether you need to make changes to reach your target audience. Here is an article that may help you learn about popular platforms.
Now that you have a little more time, take the opportunities presented to really think about your marketing. Review the budget, the materials, target audiences and your philosophy. Challenge yourself on whether you are using the best approach, and be willing to make changes if not.