• Jan Southern, DPA

Small Business: Prepare for your Comeback:

Updated: Apr 18

5 Things You Can Do Right Now to Thrive on the Other Side.

I know what you are thinking. How can I possibly think about a comeback when we haven’t yet turned a corner on this pandemic? Most of the country is on a mandatory shelter in place, and unemployment is at an all-time high. I get it.

When I first started seeing the impact the COVID-19 crisis was going to have on my clients and then ultimately, my business, I had a bit of anxiety. I’m not going to lie. How in the world will we, as small business owners get through this and remain profitable? I took a minute (okay – it was two days) to wallow in the doubt and fear, and then I brushed myself off and reached inside for the passion and knowledge that has seen me through other not so pleasant times. I decided I would use this time to help clients prepare for what’s next.

A comeback for my fellow small business owners.

There is little doubt that things will likely never be the same after this is all over. So how can you be ready with new and innovative ways to connect with your customers when we are on the other side of this mess? Here are a few things to do right now.

5 marketing steps you can take right now:

1. Communicate

The most important thing you can do right now is to stay in touch with your customers. Are you still offering services? Have they been modified? Are you completely closed for business? What else can you provide them during this time? Be sure to let them know.

Be sure to use every outlet available to communicate. Social media may not be enough. The truth is 80% of your customers won’t see your Facebook or Instagram posts. Our feeds are flooded with Covid-19 news and memes about working from home and making face masks out of found objects. How about a text or phone call to your best customers? You have the time, right? Reaching out to customers now will go a long way in building and maintaining relationships for the future.

2. Assess your marketing strategy – past and future

Before the current Shelter in Place order, business was probably humming along. Sure, you advertised or were active on social media. But did you have a solid marketing strategy; knowing our competitors, understanding your target audience, how best to reach them and how you were measuring the success of your efforts?

I always tell my clients, don’t spend a dime on advertising (and this includes social media efforts) before you have a solid marketing plan. Give this some thought now so you can maximize those efforts after your comeback. You will be so much more efficient and effective if you take the time to do this first.

Here are two resources to get you thinking:

Competitor Analysis

Target Audience Analysis

3. Strengthen your brand

What makes your business unique? How do you stand out from the competition? What is your unique selling proposition? Now is a great time to think about what you offer and why people need your products or services. Spend time brainstorming these questions. You will no doubt realize a few brand attributes that you can promote in new and effective ways in the future.

4. Learn a new skill

Have you always wanted to understand SEO? What is all the buzz about Tik Tok? Or maybe you need a little motivation to get ready for what is ahead while you are still worried about the present.

Spend just a few hours a week learning something new or just finding motivation again. I put together a list of some of my favorite marketing and motivation related podcasts, books and sites. If you have others, please let me know. I am always looking for new and interesting resources.

5. Practice Gratitude

Yes. I said it. You CAN find something to be grateful for amidst the chaos we see in front of us. There is good all -round if we look. So today, find 3 things that you can be grateful for with regard to your business. Sit back and savor them.

Now, brush off that anxiety and get to work. Your comeback is going to be oh so worth it.

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J. DelSUR Marketing Group is a marketing and strategy partner helping our clients reach their goals through targeted marketing and communications strategies. We leverage our expertise in the areas that matter most in building brands and attracting your ideal customers. We also publish Pooler Magazine and Effingham Magazine - lifestyle magazine in two of the fastest growing regions in Georgia.

Jan Southern can be reached at 912.318.8645 or Jan@JDelSURMarketing.com

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