With recent developments around the COVID-19 pandemic, including event cancellations, store closures, and city-wide lockdowns, many small businesses struggle to remain supported during these times of uncertainty. Sellers, who depend on craft shows and farmers’ markets, are losing revenue and need to reinvent their business to stay afloat. See recent article: 6 Ways to Reinvent Your Etsy Business During COVID-19
In addition, many need to adapt their content marketing strategies. I’ve had non-stop phone calls with clients this week because everybody seems unsure of what kind of content to post online. “What should I post now?” “Is it appropriate to market my business during the Coronavirus crisis?” “Can I ask my followers for support?”Â
I believe that it is our job as business owners to provide normality in a time that feels anything but. Just because we’re staying at home, doesn’t mean we’re disconnected. Let’s talk about how you can keep creating engaging and relevant content to connect with your customers during and after this lockdown.
How to Tweak Your Content Strategy During the Covid-19 Pandemic:
1. Go Live on Facebook or Instagram
We’ve all known for a long time that going live on social media is a great way to connect with followers, but now that everyone is stuck at home, it’s even more effective. This couldn’t be a better time to experiment with live videos, especially if your face-to-face events (like craft fairs) have been canceled.
Host live Q&As and invite other artists or even your favorite customers to join your live chat. You’ll be surprised how many people will want to learn more about your business and the story behind it.
2. Give a Tour of Your Studio
If you’re afraid to go live, try pre-recording some videos that help people get to know your business better.
3. Teach Online Classes and DIY Tutorials
People have more free time right now which they’re dedicating towards learning new skills. Teach online classes and DIY tutorials, e.g. crochet stitches, or easy DIY necklaces to keep customers engaged. Teaching is a great way to offer something of value to followers and build lasting relationships.
4. Share Tips About Working from Home
As a self-employed business owner, you know how to create your own schedule. However, your followers might not. Share your tips and tricks for staying sane while working from home and help those who are new to this situation.
5. Spread Good News
In times of fear and uncertainty, people want to focus on something good. Share motivational quotes and inspiring videos to bring a smile to your followers’ faces. Check out the businesses below that do a great job with this.
6. Openly Talk About Your Situation
If event cancellations or store closures hold the potential to ruin your business, don’t be afraid to ask for help. Openly talk about your situation and perhaps your community will find new ways to support you. If not, many organizations (including Facebook) are launching programs offering grants to support smaller businesses in this difficult situation.Â
Although it may seem like the world has come to a standstill, we have the power to keep things moving. Ways to connect, help, and support each other are endless in this digital world. Leave me a comment below if you have other content ideas that you would like to share during this lockdown. Stay home, stay safe, and stay creative!
