Small Business (SMB) Marketing Advice During COVID-19

By Stephanie Duncan, President, MPW Communications, Inc.

Last week, we shared specific, proactive marketing and public relations recommendations to our clients during the coronavius pandemic.

Everyone around the globe struggling to manage their businesses in these uncharted waters; one of our responsibilities is to help clients take action in ways that will not alienate customers but will bolster the value of their brands.

Other small business owners have asked us to share this information, which we are happy to share below for any small or mid-size business owner struggling to find a new path during this difficult time.

Since the onset of the crisis, MPW has participated in every COVID (CV) crisis management communication available.

Since 2013, MPW Communications has also subscribed to a membership-only PR think tank that leads the world in PR messaging.

After a 2-hour webinar with them today, I would like to (briefly) share brief snippets of their recommendations as this crisis progresses.

While some items may not apply directly to your brand, we hope it offers some insight into the evolving picture right now:

Marketing

* Until new CV cases in the US begin to decrease, there should be no self-promotion of any product/services. (As of today, they are escalating in every market.

When the curve begins to flatten, it is anticipated that the curve will trend upward again before a significant decrease begins.)

* The focus now is helping people for the greater good through the use of your product or service, at no charge, when feasible.

“Stand up now, so you will stand out when the crisis is over.”

* Communicate with helpful content related to CV, when possible or appropriate, on a continuous cycle. If not, share how your organization is contributing to help others directly affected by the crisis.

“Don’t retreat, reach out.”

PR/Media Relations

While you assume every journalist is writing about CV, there are many journalists looking for media that is not CV related–people need a break from the crisis.
There are stories to be placed.
Use caution in taking on thought leadership commentary on CV if this subject matter falls outside the parameters of your field of expertise.
Expand your thought leadership in your area of expertise. People are online now more than any time in recent history.
Developing online education resources about your expertise is in strong demand and will become ‘the new normal’ after the crisis.

Trends

People will soon tire of N and N (Netflix and newswires). They will hunger for learning about a topic that interests them or even taking steps to change their lives. Therefore, content will be king across all avenues.

“Don’t wait, create.”

Content Creation

Expand your thought leadership–

Reach out via blogs, eblasts, social media. Your outreach will be received at a higher level than at any time since 9/11.

At MPW, we are here to assist you in any way, even if it extends outside the parameters of our client agreement.

In addition, we thank you for your patience during times when we could not respond immediately.

As we move forward to the end of this challenge, we will continue to keep you updated with suggested CV marketing guidance.

“In the face of adversity comes opportunity.”