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Two Marketing Tips in a Pandemic

Everything is going virtual, right? Zoom meetings. Cloud-based accounting. Online banking. VOIP phones. Website portals.

The pandemic has forced businesses to figure out new ways to work online.

How do you market right now?

Tip #1 – Create an Awesome Service Experience Online

Let us say you own a restaurant. It has been forced to stop due to Covid 19. First question is – can you shift to takeout or catering?

How do you create an awesome service experience online?

First, look at all the points where your customer “engages with your business”.

In a restaurant these touch points are:

  • Phone
  • Website
  • Email
  • Waiter/waitress
  • The Food
  • Parking lot
  • Front entrance
  • Host/Hostess
  • Physical layout
  • Bathrooms

Moving the restaurant online, the touch points are:

  • Phone
  • Website
  • Email
  • Delivery man/woman
  • The Food
  • Packaging
  • Extras
  • Cleanliness of delivery vehicle

See the overlap? Five are the same. Three are new touch points.

Now, walk through each touch-point and re-engineer this business for awesome experience.

This could include:

  • A re-designed website, with the daily menu and specials on the front page.
  • An online-order-portal. This is where customers order and pay.
  • Spiffy branded uniforms for the delivery people.
  • Branded, colorful packaging.
  • Training for the Team in scripts you want said as you deliver food.
  • Scripts for answering the phone.

Systems for phone answering are critical. Answering the phone on the second ring – every time – creates consistency. Consistency at this time wows people. This has them keep coming back.

Tip #2 – What is Old Can Become New Again

Marketing can be offline. You can be bold and try “new” things.

When everyone is marketing online, try something old: direct mail.

Direct mail may surprise prospects. They are not getting much mail. Odds are they may read your letter.

The big challenge is a lot of businesses are working from home. Where to send your mail? Getting the right address will be crucial.

Direct mail must be followed up with a phone call.

My coaching is trying a small number to start (25-50 leads). Then call each one the following week.

Take a problem solving, non-salesy approach. Few businesses want to be sold to in a pandemic. Do you have a service that can fix a problem or save them money? They may be eager to listen to you.

I hope this helps. Thanks for reading…