This week I was asked to speak to a networking group I belong to about marketing tips in lockdown. My first thought, was how can I possibly provide some value to everyone? We are all in the same storm, we are not all in the same boat.
Many (but not all) of the group members are working mums with children of various ages, or hands on grandparents. Some can work, others have diversified during lockdown and others have been forced to temporarily close their studio-based businesses. So I wanted to help a diverse range of businesses with their marketing in lockdown. The result is these 7 tips. Please take the ones which resonate with you and do let me know if they help.
Focus on the important people
- If you are very short of time to spend on marketing your business, focus on those marketing tools that reach your existing customers or your warmest fans. People who have opted in to your community are more likely to buy from you. And those who have bought from you before are more likely to buy from you again or recommend you to others. So focus your time on your community, whether that is your Facebook group or your email list.
Keep visible without stress
- How can you keep visible with potential customers without stress? The key is repurposing – the marketing term for recycling your existing blogs, photos, graphics, videos or podcasts. It’s perfectly acceptable to post something from last year and say “This was my most popular blog of 2020 so I’m sharing it again” or “I was just thinking about the lovely cakes I made last year and this is a favourite design.” If you have time to go back and see which content genuinely was more popular and post that, that’s great. But I won’t tell if you are just going on instinct.
Schedule your content
- Make the most of scheduling tools to help you show up consistently on social media. Scheduling three or four posts a week on whichever platform or platforms fit your business will help you stay visible. Posts that clearly explain what you do and how people can buy from you at the moment will be really helpful.
If you don’t have a scheduling tool, you can try Agorapulse for free for 2 months with my affiliate link https://www.agorapulse.com/jennyprocter It’s the scheduling tool I use, and I wouldn’t recommend it if I didn’t like it!
Engage with intent
- A very quick way to stay visible is to engage on social media posts that others create. The best place to do this will depend on your business. But 5-10 minutes a day on LinkedIn, Instagram or in Facebook groups will show that you are still open for business. You can share your expertise by offering advice on relevant threads, join in posts inviting you to share your website details or pop into your village Facebook group offering your service to neighbours. Don’t forget to make sure that your personal profile has your business details on it so anyone reading your comments and wanting to learn more about you can find out easily.
Outsource what you can
- Ask for help. If you are short on time, find the people who can help you with your marketing plan, write blogs, provide photography or schedule your content. You don’t have to do everything yourself.
- Do something new. What are the creative ways you can promote your business right now? Can you appear on a podcast to talk about what you do? Can you go as a guest to a new online networking group – it’s a low risk way to try it and there’s no travel involved! If you have teenagers at home, ask them to show you how to use TikTok!
Reduce your stress levels
- And finally, do not worry about marketing! It’s not intensive care. If you can do nothing at all, and have to come back to it when your kids are back into school do not stress. If your mental health is fragile, put the marketing burden down. Your business will still be there when you are ready to return.
Do you want to book an hour to brainstorm any aspect of your marketing? We can talk through a content plan or think how to restructure your marketing so it’s much easier to manage. Get in touch for a Power Hour.