7 Marketing Tips For Small Business Owners In Austin to Sail Smoothly Through the Covid Crisis

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Intro - Covid-19 & Small Businesses

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Covid-19. The word that sends shivers down the spine for the people of this planet. It has the potential to be the most devastating pandemic to date. Numerous countries across the world are shutting their borders to escape the virus.
Among the most affected are the small business owners. As a small business, it is vital to make sure you are marketing your products/services to your customers and help keep people safe during this difficult time.
This article has curated 12 golden tips to effectively market your products/services during the pandemic.

12 Small Business Marketing Tips During Covid

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1. Offer Contactless Delivery

The pandemic has worried many people as they are concerned about contracting the virus from delivery personnel.
As we all know, one of the most common ways to contract the virus is by touching an infected surface or coming in contact with someone who has Coronavirus through food, water, or saliva. This is why your Austin business needs to offer contactless delivery of products during this period.
It is no secret that the pandemic has created an atmosphere where people fear encountering others; this is especially true for the elderly.
With this in mind, it would be wise for businesses to adopt contactless delivery of products. Contactless delivery would allow customers to purchase items without ever facing another person.
See how dominos is delivering pizzas through the contactless delivery method.
This feature will reduce long wait times as a small business owner checkpoints. It will also make it easier to run your businesses with fewer employees, which is cheaper and less time-consuming.
Few Delivery Partners Who Follow the Covid-19 Recommended Practices:

• Sendle
• PostMates
• USPS

2. Use Chatbots

Chatbots are software that can communicate with humans through text, voice, or video. These bots are seen as a cheaper alternative to customer service representatives during Covid-19.
You can use these bots to help customers find items or answer any questions without having to wait on hold or talk face-to-face with an agent. Most of these chatbots are designed to be polite and are usually trained in human-language patterns.
Chatbots can also help improve customer experience through their ability to perform repetitive and time-consuming tasks, such as answering frequently asked questions and requesting customer feedback.
Here are some of the best chatbots you can use:

• Intercom
• ZenDesk
• Tidio

Here is a screenshot of a conversation with a chatbot.

3. Go for Search Engine Ads

Advertising through search engines benefits small businesses in many ways. These ads can be cost-effective for small businesses, as you don't need to hire marketing experts or spend large sums on ad campaigns.
The goal is to show ads when users search for products or services in Google, Bing, Yahoo!, and other engines.
A small business can create its ads using the Google Ads interface or use Google's advertising system that automatically generates ads based on keywords consumers have searched for.
Here is a screenshot that shows the sponsored listings for "roofers in Austin"
The effectiveness of search engine ads is that businesses can target consumers precisely. It is way less expensive to advertise online than print ads or radio spots.
Search engines give advertisers better pricing than other forms of advertising like radio, TV commercials, and newspaper ads.
Tip : Google uses an advanced machine learning model to create a responsive display ad. You have to upload the assets and wait for Google to do the magic.

4. Use Email Marketing

Many small businesses in Austin are now leveraging email marketing as a critical component of their marketing strategy.
Email marketing is an inexpensive but highly effective way to target customers with relevant offers and information, increasing the chances of purchasing your product or service.
You can grow the current customer base and retain existing customers, delivering the right message at the right time. Small businesses that use email marketing can often reach more people because email is free.
A screenshot shows our recent email marketing campaign has achieved an 82% delivery rate.
This form of marketing allows small companies to send essential updates on products and services and special offers/discounts. It also allows businesses to receive customer feedback and a more targeted and personalized market.
Tips:

• Ensure you include links to your website, social media pages, and other relevant info.
• Note that several dos and don'ts come with email marketing. Here is the link to learn about CAN-SPAM Act.

5. Adopt Location-based Marketing

Location-based marketing, also known as geotargeting, is a type of marketing that uses customer location to deliver more relevant messages. This can include text messages, ads, and coupons.
Location-based marketing enables businesses to communicate to their customers using targeted messages.
The use of customer-location data enables these messages to be more precise and therefore offers businesses the opportunity to maximize the effectiveness of their marketing campaigns.

Related : 11 Steps to do Local SEO for Multiple locations

You can select and run ads only for a particular location when running PPC ads.
The method also offers an inexpensive way for local businesses to market themselves without the need for other forms of marketing, which are either more expensive or not as effective.
Businesses also can offer exclusive deals only available to those nearby the location or provide better service for those nearby their store.
For example, if you run a café in Austin, you might be able to send promotions exclusively to the phones of people who live within a mile radius of their location.
Here is a list of top Location-based Marketing Softwares

• Purple
• XtremePush
• M360

6. Market Using Face Masks

Many businesses take precautions to protect their employees and customers from the Coronavirus.
Some businesses also provide their employees and customers with branded masks and hand sanitizers. This is a gentle way to tell your customers that you care about them. It is also an excellent opportunity to promote your brand.
Have a plan that ensures everyone from customers to delivery people from contractors to employees enter with face masks.
Tips:
Implement the following safety measures and precautions to attract customers

• Hire a Coronavirus preparedness team to properly clean and disinfect the store to protect the customers from Coronavirus.
• Put out notices that urge customers not to come into the store without a face mask.
• To prevent transmission of Coronavirus, implement rigorous hand-washing/sanitizing protocol for all visitors.

7. Exploit Social Media

As the Covid-19 pandemic shows no signs of a slowdown and continues to mutate into different forms, the physical stores need to use social media to stay afloat.
First, we recommend sharing information on your social media about what steps people should take to protect themselves against this virus.
This could include helpful images, graphics, and videos, as well as links to reputable sites with more information on Covid-19 prevention. This tells your customers that you are concerned about them.
Meanwhile, start promoting your products/services through social media channels to increase your customer base, build brand awareness and loyalty, and generate revenue.
For example, as a retail store in Austin, you may post on Instagram or Facebook images of items for sale to advertise sales or special offers.
Have a look at the Twitter profile of a skincare company in Austin
Some Tips to Exploit Social Media:

• Come up with creative ways to stand out from the crowd.
• Use new features such as Reels and Idea Pins
• Here is a mini-guide to promote your small business through Pinterest

8. Invest in SEO

The pandemic has been a massive headache for small businesses to maintain their operation. One clever solution to escape the business slowdown is to invest in SEO (Search Engine Optimization), which will allow you to maintain an online presence.
With a digital marketing agency like us on your side, you will be able to remain open and keep selling goods and services to your customers 24x7.
If you live under the rock, SEO is a crucial factor in how search engines rank web pages where businesses can share information about what they offer, thereby increasing visits to their website.
SEO offers many benefits for small businesses, including increased traffic, improved customer base, and increased revenue.
The availability of information on your products/services online is critical during the pandemic because it will allow people to consume what they need without going into crowded places.
Tip :
Tell a digital marketing agency that you are a small business and need a "Free Trial" to test the waters before starting the digital journey. Most agencies will be happy to get you on board.

9. Make Use of Live-streaming

Thanks to features such as Facebook and Instagram live streams, many small businesses in Austin can connect with their customers during Covid-19. This connection is precious because it allows companies to show themselves as human beings and not just business entities.
You can be more authentic, which for many companies can be challenging to do. Customers will also feel more connected to your small business by interacting with you through live-streaming.
See how to do live streaming on YouTube.
The feature also allows customers to add their input and any additional information needed. Furthermore, as an Austin small business, you can use it to promote the contests you may be running.
The best part is that platforms do not charge you anything to stream videos on your page.
Tips:

• Keep the streaming sessions interactive and let viewers ask questions.
• Make sure there are no background sounds.
• Ensure the lighting is correct, with no dark shadows or glare on the camera lens.
• Ensure no distractions, including any people, animals, or objects.
• Speak clearly and not too fast so that viewers can understand what you're saying.

10. Optimize Your GMB Profile

The Google My Business Page for small businesses is a complete business profile that can include your business's location, hours of operation, phone number, a link to a website, and a map showing where the business is.
Small businesses like yours can claim their page by entering their username and password from other Google accounts or filling out a form to sign up.
After claiming an account, many benefits come with it. You can include posts and offers on this space, providing more ways to connect with potential customers.

Related : Benefits of a Google My Business Listing

The page also allows you to have content, such as photos, videos, or reviews. GMB Page also allows business owners to monitor the success of their marketing efforts by providing detailed analytics.
See how this Hardware shop in Austin uses its GMB profile by adding photos, address details, reviews, and more.
Three Free Tools That Go Well With GMB

• Trends
• KeywordTool.io
• Analytics

11. Take Advantage of PPC Ads

PPC ads are a great way to reach potential customers during COVID-19. Small business owners can use these ads for marketing their goods and services with a shoestring.
Research shows that PPC ads result in higher click-through rates, resulting in higher conversion rates for small businesses.
PPC ads can help small businesses compete with larger companies.
This format allows business owners to focus on their potential customers' keywords and pay when people click on the ad.
This means you can identify your key product or service and tailor the ads to speak directly to your customers in a way that other forms of advertising often cannot.
When you search "plumbers in Austin," the first four results are occupied by Google ads.
Three PPC Ad Services

• Google Ads
• Yahoo Native
• Microsoft Bing Ads

12. Market Through Content

Content marketing is a type of marketing that involves publishing valuable, relevant, and consistent content to acquire customers.
The benefits of content marketing for small businesses include more leads, brand awareness, improved customer retention, and increased conversion rates.
The cost-efficient nature of content marketing allows small businesses to reach a wider audience at lower costs than traditional forms of advertising that rely on expensive ads or promotional materials.

Related : Digital Vs. Traditional Marketing: What Is Best for Austin Businesses

Content Marketing emits more credibility than other marketing methods because it is created with the customer.
Studies show that traditional marketing tactics like TV Ads and Radio Ads are dying since more people spend time on social media sites like Facebook and YouTube.
See how this per grooming website is making use of content marketing.
Three Useful Content Marketing Tools

• Docs (for collaboration between writers)
• Portent (Blog post idea generator)
• Vidyard (Video-creating platform)

13. Offer Free Shipping

Consumer behavior research has shown that people are more likely to buy things if you offer Free Shipping. This is because consumers like the idea of getting items shipped to them at no additional cost, which allows them to spend less on products.
Free shipping on orders can provide a magnitude of benefits to small businesses.

• The first and foremost is that the more products ordered, the more money is made.
• Secondly, free shipping can incentivize people to buy more than initially planned.
• Thirdly, free shipping creates a sense of "value."

Tips:

• Offer free shipping with no minimum order value
• Offer free expedited shipping when people spend more than a specific amount on your store.

How Covid is Affecting Small Business Owners

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1. Closure of Business

The worst possible impact of Covid-19 on small businesses is the shutting down of operations. The pandemic has had a devastating effect on businesses right across America. Local retailers could not make deliveries due to road closures related to the pandemic.
Many small businesses couldn't afford to keep their doors open while the virus took over, while some chains were forced to shut down their physical stores.
With many customers unable to get to the shops during the pandemic, sales plummeted, and many businesses couldn't recover.
Here is a screenshot showing a sign that it has been "Permanently closed."
Data shows that the impacts of the pandemic on small businesses are costly and will be felt for years to come. According to Yelp, around 97,966 physical stores have been permanently closed due to the negative impact of Covid-19.
Tip :
The US Department of the Treasury allows small businesses to apply for assistance.

2. Drop in Sales

The lockdown made many local retailers unable to receive shipments from abroad, which meant they were left with a shortage of goods and could not meet the expectations of their customers.
As many consumers are hesitant to purchase anything from a retailer with a Covid policy, sales plummeted for many.
According to this paper, the mandatory lockdowns made business sales drop by an average of 17% in California state in the second quarter of 2020.
For industries such as hospitality, recreation, and entertainment, the loss was irreparable. For example, accommodations lost 91% of their sales, thanks to Covid-19.

3. Change in Consumer Behavior

Covid-19, the virus that has plagued society for at least two years now, has changed how consumers behave in many ways. The most notable of these changes is the way people buy food.
It is now common for the average person to wash their hands before cooking or eating food and use sanitizing wipes while opening unfamiliar packages. For example, some grocery stores now offer hand-washing stations for customers' convenience.
People are also more afraid to purchase food when unfamiliar with the vendor's background. They are more willing to pay for products shipped in from areas less affected by the virus.
Tip :
Give out customized face masks at your store to promote your brand

4. Layoffs and Increased Work Hours

With fewer customers on one side and the pandemic on the other, businesses across the US downsize to stay afloat.
The pandemic has caused many product-related companies to reduce their workforce. This is because employers are unsure how long the pandemic will last and if their business will be profitable for years to come.
Despite the government's best efforts to curb the virus's spread, many were forced to lay off their employees to avoid an economic fallout.
Fearing job loss, employees have become restless, with many taking up part-time jobs elsewhere to make ends meet.
Tip :
Here is an array of relief options provided by the US Small Business Administration

Impact of Covid-19 on Small Businesses [Stats]

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• Businesses, on average, reported a reduction in workforce by 39%.
• 22.9% of US small businesses say Covid-19 has a significant negative effect.
• 6.4% of small businesses say there is a great increase in the number of hours their employees spend working from home.
• The Accommodation and Food Services is the most affected industry (46.3%)
• Leisure and hospitality account for the largest decrease in employment (48%)

Small Business Marketing During Covid-19 - FAQs

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1. Why My Small Business Needs A Digital Marketing Agency?

Because there is a dramatic increase in online orders fearing Covid-19, small businesses need to have an online strategy to stay relevant.

2. Can I Sell My Products Online With A Low-Cost Investment?

Low-cost? You can even start an online store with $0. For example, the eCommerce platform Square allows you to sell products online with no upfront cost.

3. I Run My Small Business In A Shoestring; Will SEO Cost Me Dearly?

Not at all. An agency like ours is dedicated to the success of small businesses. That means that you can even start your digital journey with a couple of hundred dollars.

4. How Do I Get More Customer Walk-Ins And Phone Calls For My Austin Small Business?

We advise you to start with claiming and optimizing your Google My Business profile. Add phone numbers, upload pictures, and answer questions to get more customers.

5. Can I Market My Small Business Online Without The Help Of An Agency?

Yes. Some aspects of SEO have a short learning curve. But keep in mind that search engines consider more than 200 factors while ranking a site. Hence, it is advisable to leave the job to the experts.

Key Takeaways:

• Hire a digital agency to take your small business to newer heights.
• Use social media features such as live-streaming for marketing your products during the pandemic
• Invest in PPC ads and search engines ads
• Offer free shipping, contactless delivery, and free face masks for customers.
• Online presence for small businesses is no longer a luxury but a necessity
• The democratization of technology makes your digital journey extremely affordable
• Data shows that small businesses with an online presence were less affected during Covid-19.
• In many cases, small businesses experienced a high number of online orders.