marketing business after covid 19

Five [Digital Marketing] Steps to Bring Customers Back After the COVID-19 Shutdown

Even though the COVID-19 pandemic is still in full force, it is not too early to plan your marketing strategy for the period after the coronavirus threat has passed.

I know that many of you are dealing with issues related to this situation and have not thought about what your Day One marketing strategy will look like after the pandemic is over.

Planning for your future advertising and marketing activities is likely the most practical step you can take right now to ensure the success of your business.

Besides taking necessary precautions to protect your staff and customers from the coronavirus I touched on in a previous article (click here to read), here are five steps for implementing the most cost-effective online marketing strategies now and after COVID-19.

What You Should Have in Place on Day 1


1. Begin With Google Ads

google adsWithin the first month or two, I recommend starting with Google Ads to target your most likely customers. These advertising methods are scalable to allow you to start slow and to build on your early successes with increased spending later on.

This will be the foundation of your online marketing as you gear up for increased sales and improved market conditions across the economy.

Google Ads are targeted to reach customers in the frame of mind to buy your products by providing them with information that relates to their online search, which makes this advertising method a practical and cost-effective way to reach out to potential customers on a relatively limited budget.

This strategy is ideal for the first month or so after the COVID-19 crisis is over.

2. Targeted Facebook Ads

Advertising on Facebook will also attract some much-needed visibility and exposure for your company.

I recommend focusing on the advertising end of Facebook and not just posting to your Business Page.

Business pages do not get much love from the public, so making sure that end users see your content through Facebook Ads is the best way to drum up interest in your company and to promote your business effectively.

NOTE: The boost function in Facebook is used to promote a specific post on your business page. However, I don’t find that this is useful for most companies. Rather than opting for this method, it is usually better and more cost-effective to use the Facebook Ads Manager to promote your company and its products and services.

This will also save you time and effort when managing your online marketing campaigns.

Facebook ads allow you to target Instagram users as well. I’d recommend firing up Facebook ads NOW to begin building your audience. Maybe start with running ads showing your planned “OPEN DATE”.

3. Send An Email (or several)

Reaching your current customers to let them know you are available is just as critical as attracting new ones. If you have had email campaigns in the past, now is the perfect time to put that list to use in contacting your customers to keep them posted about your plans to reopen for business.

Once the crisis is over, you can use that same email list to inform your current customers that you are back and better than ever.

Planning for this process can begin right now and can help you to weather the current storm more effectively.

mailchimp free email

If you’re new to email marketing, start with a free platform such as MailChimp. It’s easy to use and you won’t be charged until you hit a specific number of emails, right now that number is 1,000.

4. Update Your Website

Once you are back to work and ready to serve your customers again, your website should reflect your status clearly.

Landing pages, headers, pop-up notifications and banners are some of the most practical and positive ways to inform your customers about your company’s availability when they visit your website.

I recommend using at least one and probably more than one of these methods to make sure that your current customer base knows that you are back to work after the end of the coronavirus outbreak.

You can prepare for this event by getting your banners, headers and pop-ups ready in advance, which will give you a good head start in implementing these changes when you are ready to go.

5. Update All Online Directories

online directories logosDirectories like Google My Business, Yelp, Facebook and Bing are sources of information for your current clients and your potential customers during the pandemic.

Updating your business information to reflect your current hours, whether your business is temporarily closed and your grand reopening date will help you to stay relevant for customers who may be looking for the most up-to-date information about your company and its products and services.

By making sure that your company’s profiles are accurate on Google, Facebook, Bing, Yelp and other online marketing directories, you can keep your customers in the loop throughout shelter-in-place orders and the return to business operations afterward.

Planning for Your Return

While implementing some of these strategies may have to wait until the coronavirus pandemic has run its course, it is not too early to begin working on your marketing campaigns and getting things ready for your return.

In my opinion, beginning with a relatively small financial investment is the most prudent course of action for most businesses.

You can increase spending as your operations and profits get back to normal. This gradual approach will allow you to make the most practical choices for your company and your financial stability.

The Progressive Roll-Out Strategy

At Coastline Marketing Group, we are always thinking about new ways to serve our clients more effectively. As the CEO of this innovative online marketing firm, I am currently working on developing several Back-to-Business Digital Marketing Strategies as a response to the coronavirus situation.

Our back-to-business strategies will focus on low-cost advertising and marketing, affordable web design and progressive roll-out options for businesses starting with a discounted marketing budget.

It is never too early to think about the future of your business. If you are interested in planning your back-to-business marketing strategy, visit us online or give us a call today at 831-789-9320 to talk to a professional today. At Coastline Marketing Group, we are here to serve you.

Phil Fisk

Phil Fisk is the CEO of Coastline Marketing Group, Inc. and has been in the digital marketing industry since 2002. Phil has helped hundreds of local, small businesses boost their increase, improve their online presence, and grow their business.