The last year or so has been devastating for small business owners. Even with help from government loans and PPP grants, the COVID-19 pandemic continues to take a toll on small businesses. Post pandemic marketing may be the last thing on your mind, but it is necessary to thrive.
As mask mandates and venue capacity restrictions are lifted, customers are in need of information from your business more than ever before. The key to post pandemic marketing is to provide bite-size information about your business in a positive light. The doom and gloom is hopefully behind us and customers are tiring of COVID-19 related posts. On your organic social media, it is important to clearly post your hours more than you have in the past. You should post any new rules or business updates more often as well. Using stories and in-feed posts for any announcements is a great way to maximize your social media’s reach. Each email you send should also reiterate your hours or any new announcements. Unfortunately, many businesses have closed their doors, your customers will be excited to see that you are open!
If possible, try to carve out a budget for paid advertising for your small business. This may sound counterintuitive, but spending a few hundred dollars a month is a great starting point. The key is to start small. Spend what you are comfortable with and be patient. One of the easiest ways to dip your toes into the post pandemic marketing world is to run impression-based social media ads. When you are starting out, try simply explaining what your business does and clearly show that you are open. Facebook and Instagram ads work particularly well for this type of basic advertising. Choosing brand awareness as an objective is a great place to start. Brand awareness Facebook and Instagram ads increase potential customers’ recognition of your business, brand, or service at an affordable price. The cost per thousand impressions or CPM’s can range from under $1 to around $15 for Facebook ads. To learn more about choosing the right advertising objective check out our article here.
After you choose your marketing objective, it’s time to think about your audience. Try to choose the demographics that make up your customer base when you do this. Pick the interests, demographics, and age range that make up your customer base. If you are just starting out think about a business like yours.
The key to post pandemic marketing is to get your essential business information out there as often as you can. Post that you are open and post your hours as much as possible. Think about a starting paid media budget that you are comfortable with and try it out! If you don’t get the results you are hoping for you can always pause ads.