Small-Business Marketing Tips During the Pandemic Javascript must be enabled to use this site. Please enable Javascript in your browser and try again. × Search search POPULAR SEARCHES SUGGESTED LINKS Join AARP for just $9 per year when you sign up for a 5-year term. Get instant access to members-only products and hundreds of discounts, a free second membership, and a subscription to AARP the Magazine. Leaving AARP.org Website You are now leaving AARP.org and going to a website that is not operated by AARP. A different privacy policy and terms of service will apply.

3 Tips for Marketing Your Small Business During the Pandemic

Communicate how you can help customers navigate tough times

Getty Images Over time and through trial and error, you've likely developed a system of marketing that works for your business. But, in many ways, 2020 has ushered in changes that can have an impact on the way businesses communicate. , social unrest, economic volatility and general uncertainty weighs heavily on the minds of many customers. Businesses may need to overhaul their tried-and-true outreach to be sensitive to current concerns, not to mention to preserve cash. Get instant access to members-only products and hundreds of discounts, a free second membership, and a subscription to AARP the Magazine. "I think a lot of folks are having these introspective and reflective moments to go back to the root of who they are,” says Rakia Reynolds, founder of Philadelphia-based public relations firm Skai Blue Media. Reynolds says the first step many businesses should take is to audit how they're currently communicating with customers and prospects, making note of their tone, messaging, frequency and outreach platforms. Once they have a clear vision of how they're communicating, they can start to adjust.

1 Find out what your customers want

Regardless of who your target audience is, chances are it's been affected by the pandemic, says Jonathan Ochart, CEO of the Postcard Agency, a San Antonio, Texas, marketing agency. It's important to understand your would-be customers’ thinking now, so get their feedback about the concerns they have, ask what kind of information they want from you, and ask how your business can help them now. You may also inquire about the platforms and vehicles they prefer. For example, are they following your social media channels daily for updates or would they prefer weekly email newsletters? This information will help you choose the right platforms, Ochart says. To collect the feedback, you may want to send out an email and ask respondents to fill out a short survey on a tool like SurveyMonkey. Or you may simply call some of your top customers or clients to get their thoughts. The latter will also give you an opportunity to connect with some of the people or businesses that are important to your company and strengthen the relationship, Ochart says.

2 Evaluate your messaging

Make no mistake: Customers do want to hear from you now. A survey of Twitter users in March found that 64 percent think brands should continue advertising, and more than half agreed that seeing and hearing ads gives them a sense of normality. At the same time, they want your tone to reflect today's context — just 7 percent think brands should continue using their “normal brand tone of voice." AARP Membership — $12 for your first year when you sign up for Automatic Renewal Get instant access to members-only products and hundreds of discounts, a free second membership, and a subscription to AARP the Magazine. and want to hear you voice your support for marginalized groups. Some are concerned about how you're giving back to and supporting your community during the recession and want to hear if you're supporting food drives and fundraising efforts. Find out what matters to your customers and adapt your messaging accordingly. Entertainment $3 off popcorn and soft drink combos See more Entertainment offers > Lynn Power, 52, launched her premium hair care brand, Masami, as an e-commerce offering in February. Within a matter of weeks, she and her team were faced with how to promote their brand-new business while being sensitive to customers who were worried about everything from their jobs to their health. Power, a longtime advertising executive, understood the importance of addressing the customer's mindset. “We shifted our messaging to be more about the importance of self-care,” she says. As people spent more time at home during the pandemic, she found the message resonated with people who wanted to make small splurges on upscale grooming products, which made them feel better.

3 Review — but don t eliminate — your marketing budget

The financial aspect of marketing can't be ignored. Many small businesses have been hit hard by the pandemic. A July report published by the Proceedings of the National Academy of Arts and Sciences found that the median business with more than $10,000 in monthly expenses had roughly two weeks of cash on hand at the time of the survey. It may be tempting to include marketing in the expenses you cut. However, promoting your business is more important now than ever. AARP Membership — $12 for your first year when you sign up for Automatic Renewal Get instant access to members-only products and hundreds of discounts, a free second membership, and a subscription to AARP the Magazine. More on work AARP Membership — $12 for your first year when you sign up for Automatic Renewal Get instant access to members-only products and hundreds of discounts, a free second membership, and a subscription to AARP the Magazine. AARP VALUE & MEMBER BENEFITS See more Health & Wellness offers > See more Flights & Vacation Packages offers > See more Finances offers > See more Health & Wellness offers > SAVE MONEY WITH THESE LIMITED-TIME OFFERS