Marketing strategies to get out in front of a crisis.
For many Australian small businesses, it feels like the hits keep coming. From drought to fire to pandemic and floods, we’re bouncing from one crisis to another.
Sometimes when you are busy or if you’re dealing with a crisis or you have to juggle remote learning and your business, it can be hard to stay on top of everything.
When a task list of ‘in the business’ overtakes ‘on the business’ often the first thing to get dropped is marketing. But keeping up with regular communication, even if it’s at a reduced rate, is important to pull you back out of those times of crisis.
How can you get out ahead of a crisis?
Here’s what I suggest. When you have an hour or two, set some goals for busy times and times of high stress. Have ready a list of things to do when you don’t have much time, that you can refer to when you need it.
Focus in on the things that are really important and really worthwhile for your business. The activities that make a real difference in the easiest possible way. What are they for you? Some examples follow:
Do you have any best-selling products that are in-stock, easy to ship and have a good profit margin? Push these to keep sales ticking over, reviews ticking over and to keep your spirits high – the way that both those things can.
Keep it simple.
Do you offer a service that can be delivered from anywhere with minimum effort, reworking or planning? Can anyone in your business provide this service while you are distracted? Or could you turn part of it into a guide or downloadable to help people until things are less crazy?
Spread yourself thick, not thin.
Do you have one marketing channel that outperforms the others every time? Now might be the time to focus what time and energy you have engaging with the channels that give you the most bang for buck.
Love the one you’re with.
Do you have a way to nurture your existing customers and clients? It’s widely known and reported that retaining clients and customers is easier and cheaper that attracting new ones. Can you send off a lovely message and discount to your database encouraging them to repurchase or share with a friend.
Let the robots work for you.
Can you automate some of your activities? Pinpoint the activities in your business that take up the most time and energy and then explore options for automation – even if it’s just temporary. Messages is a key one – using FAQ responses to keep customers happy. (Check out Facebook’s free messenger plugin for your website – it’s awesome).
Some of the above activities can be planned in advance. You can even have things like emails or social media posts ready to go at the flick of a switch. Creating some pro forma templates and campaigns and having a stack of great content drafted can really take the pressure off you.
If you’re in the middle of something right now, take a deep breath and hit save. All of this is something you can do when you’re not in crisis mode.
Take care everyone and reach out if you need help!
Founder and Director - Mac&Ernie
I founded Mac&Ernie to provide social media training and strategic marketing to small businesses and community organisations throughout Gippsland and other regional areas.
There is nothing I love more than providing my clients with ‘oh wow!’ moments; those times when they learn something new, and immediately wonder how their business ever lived without it. That happens a lot because even though social media has been around for over a decade, it's still very new to many business owners.
With over 25 years of marketing and advertising experience, and a proven track record of putting social media to work for business, I am well placed to help you navigate the sometimes-confusing world of digital and social marketing. My training is grounded in the experience of local businesses and an understanding of what makes regional communities tick.
My workshops, one on one sessions and strategic marketing advice both provide practical, accessible and customised advice that you can act on immediately. I also create custom workshops for larger businesses wanting to upskill staff or start a social media or marketing strategy from scratch. At the moment, Mac&Ernie only operates 'physically' in Gippsland and the eastern suburbs of Melbourne but, thanks to the magic of technology I can be anywhere.
Please get in touch if you'd like to learn more or browse my services and upcoming workshops and webinars at www.macandernie.com.au
Free tips on my Facebook and Instagram accounts too.