Are you planning to reopen your business after being closed down because of the pandemic? Fortunately, you didn’t have to stay closed for good. Now, it’s time to get to work planning your reopening and how you will market it.
Like many other factors in running a business, the pandemic has dramatically changed how marketing should be approached. People have different priorities. They’re moved by different types of content. From evaluating your finances to establishing safety protocols, the Spa Industry Association shares some budget-friendly tips on how you can connect with your audience and spread the word about your reopening:
Evaluate your financial position.
The first step of planning your reopening will be to assess your financial situation. If the pandemic has made a significant impact on your business, your budget may need some adjusting. It’s possible that the way you handled finances before needs a makeover anyway. Return to the drawing board and go over the numbers to see what cuts you can make and where you should direct your spending.
One good way to stay on top of your finances is to pay attention to your payroll, which can often be the most expensive aspect of running a business. You can use accounting tools to help you generate important reports regarding your scheduling. Additionally, it’s also a good way to care for things like filing and paying your payroll taxes, which you can often automate using software like QuickBooks Payroll.
Come up with a safety plan.
If you want to be able to market your reopening plan confidently, you will need to ensure that safety measures are in place. Nothing is more important than keeping your team members and customers safe and healthy. You will probably have a list of federal, state, and local guidelines to abide by. But don’t hesitate to go the extra mile — customers will be more likely to come to your business if they know they’ll be protected from coronavirus.
Adjust your offerings and marketing strategy.
The pandemic ushered in a new era for businesses. No matter what kind of company you run, chances are you have adjustments to make so you can attract customers and keep them satisfied. If you sell products, consider what products you can add or replace that will meet the current needs of your customers. Also, think about how you can incentivize people to purchase from you, whether it means adding an online store, offering curbside pickup, or providing in-store promotions. If your business is service-based, consider adding informative articles, instructional videos, live-streamed classes, and other types of content that can help your customers and build your reputation at the same time.
You also need to rethink your marketing strategy. Providing the kinds of content mentioned above is a good place to start, but it won’t hurt to revisit your brand message as a whole. Think of what people need from your industry and/or geographical area in everyday life right now. Focus your strategy in that direction. More than ever, consumers want meaningful content that speaks to their situation.
Use cost-effective marketing services.
Social media is a wonderful tool for small businesses when it comes to promoting your brand and increasing sales. And you can do some great marketing for free on platforms like Instagram, Twitter, Facebook, and the like. But to stand out in your industry and use social media for all its worth requires knowledge, skills, and savvy. Consider hiring a digital marketing agency to reach your audience at new levels. The upfront investment can quickly pay off, and you’ll be left with more time to focus on running your business.
It’s never too early to start planning your marketing strategy once you’re ready to reopen your small business. Go over your financial situation and tweak your budget. Next, make sure customers know that your business is a safe place. Finally, tackle any necessary adjustments to your product/service offerings and brand message.