Surviving Coronavirus (COVID-19) as a small business
With independents closing their offices and doors temporally due to the spread of Coronavirus (COVID-19) it’s a scary time for all small businesses. I write this post from home with a newborn baby that I am trying to keep safe. Yesterday I told the team in the office to work from home and I’m not sure when the right time to return is. I was up all night thinking about ways in which our members and small business friends can ride out this storm and wanted to share my thoughts.
The majority of our audience are small businesses with products (rather than in-person services) and hopefully sell online. Firstly, I want to put your mind at rest that you are in a much better position than many businesses. Looking at friends in hospitality and travel I really feel for them knowing there is not much they can do to drive sales but as a product based businesses that retails online you can use this time to drive awareness and sales.
Support other small businesses on social: Cross market
More than ever we need to be supporting our small business friends plus it’s a great way to reach new audiences. So make it your mission to support 5-10 other small businesses each week. This could be something as small as resharing their Instagram post on your Instagram stories. You could also write a post about the best 5 online Mother’s day gifts from small businesses (and avoiding Coronavirus). Pop that blog post in your next email marketing campaign and I am sure your subscribers will thank you!
2. Work on your PR
The press are still working and compiling features despite the COVID-19 pandemic. They still want to hear from you and this is the perfect time to kick start your PR.
If you have followed us for a while you will know that PR takes time to drive sales but by using this time to contact the press you are putting your brand on their radar perhaps at a time when their inbox might be quieter.
If you have a product that directly links to Coronavirus (looking at you Kan Kan and your hand wash) then this is your time!
To help small businesses though this tough and stressful time we have set up a discount code for your first-month free use code ‘supportsmallbiz’. We give you everything you need to contact the press. You can sign-up here or book a platform tour with Kate here.
3. Aligned your product with key times of year
Mother’s day, birthdays, gifting opportunities and people buying for themselves will all still go ahead. Aligning yourself with these purchasing opportunities could lead to sales. Make sure you are signed up for our free monthly PR calendar to help you navigate what days are coming up.
Send email marketing to your customers detailing your best products for these key times of year and if you can story tell around them. This could be getting your top customers or interesting friends of yours to choose their ‘Top picks for Mother’s day’ or a ‘Bridesmaid’s gift edit’ from one of your team.
Credit: Rixo email marketing
4. Sell through old stock
If you are sitting on stock that you’re keen to get rid of , this is the perfect time to use online marketing to shift these final pieces. Share them on social through an Instagram sample sale, promote on your website and in your email marketing.
Credit: @doodle_moo Instagram
5. Build relationships with influencers
With people battening down the hatches for a few weeks this might be the perfect time to start engaging with some influencers and offering to send them a piece.
6. Learn a new skill and stay inspired
If we can’t be out an about as much then let’s make the most of this time by upskilling.
Learn: Access to the PR power hour for free (was £24. Everything you need to know about getting your product into press in just 1 hour. £Free
Get Social: Sign-up to @BURO155’s FREE workshop ( 16th March) covering how to adjust your social media + marketing strategy during COVID-19. £free
Discover: Wholesale. Book an Activation call with Therese at The Small Business Collaborative, £95
Read: Hype Yourself. Lucy Wern’s PR toolkit for small businesses. £8.88
Support: Enterprise Nation. Always on hand great business advice and no doubt will have some great advice around small businesses and COVID-19. £Free
Listen: ‘How I Built this’ postcast. Inspirational founder stories, just what the doctor ordered. £Free
To conclude, if we support each other we will survive during these uncertain times. Instead of going to the supermarket, head to the local bakery. Instead of only posting about your new product on Instagram support 8 other small business you love and include your product in that. I’ve always been one to see the glass half full and hopefully this down-time will mean we can focus on driving awareness and sales… I’m here to support you every step of the way via Instagram and the PR Dispatch members group so please throw your questions at us. See you there.
Rosie x
@PRdispatch
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