When the pandemic struck, businesses everywhere asked themselves – how do we adapt? For some companies, transitioning was a simple matter. Others, however, had to take some time to figure out the best route forward. Closing up shop temporarily is a wise move. It gives you the chance to wait and watch the market, see what’s working (and not working) for other companies, and craft a solid plan for your company’s future.
Now that you have your plan, it’s time to reopen. Letting customers know you’re back in business can be a serious challenge. With a careful strategy to manage your day-to-day tasks so you can dedicate your full attention to this process, you can eliminate some of the overwhelm. Here’s a look at how to create and launch an effective reopening campaign:
Make Sure You’re Prepared
Your business can’t afford a misstep right now. Before you reopen, make sure you’re truly ready. Not only will faltering on your reopen cost you money, but it will also leave a bad impression with clients. You have to inspire confidence with this campaign, and being fully prepared will help ensure that.
If you’ve moved your company to fully remote, are you certain your employees are ready? Security risks are different (and sometimes unpredictable) when employees work from home. Make sure your employees know good digital security practices, such as not sharing their work device with family members. Never assume your employees already know, or that these practices are obvious – it’s better to give them redundant information than to miss something.
You should also evaluate your budget before you reopen. Most companies took a pretty major hit at the start of the pandemic, and you need to make sure you have the funds you need to succeed. If you don’t, don’t panic: There are a ton of public and private resources out there for businesses affected by the pandemic. See what kind of aid you can get to keep your company going.
Focus on Digital Connection
Right now, one of the most cost-effective forms of outreach businesses can use is digital marketing. The great thing about this marketing avenue is it’s so flexible. You can invest in highly targeted ads and capture a specific audience; you can put in SEO groundwork and build a social presence; and you can combine these efforts to incredible effect.
If you have money to spare on advertising, look into targeted ad services. These are extremely effective because they go directly to the audience that needs your product. You’re not casting a wide net and hoping you’ll catch the right eyes – you’re money goes straight to ads that reach potential customers.
Low budget? You can still make a big impact on your company’s success through content marketing. If you don’t already have a blog, now is the time to start running one. Don’t just go in blind, however. Take some time to research your competitors, pay attention to industry trends, and craft a content marketing plan that will work for your business. High-quality content marketing can make a huge impact, without spending a ton of money.
Communicate With Clients Directly
Finally, spend some time connecting directly with clients and customers to let them know you’re reopening. This could mean making use of your email or mailing lists, or making phone calls to connect out loud. There are benefits to either approach – you can reach more people with a mailer or newsletter, and you’ll save yourself time. That said, you can never be confident that people are actually reading what you send them.
When you make a phone call, you get the chance to make a more personal connection with clients. Plus, you get information back this way. Phone calls can help you get a sense for whether or not clients have moved on, what they’re looking for in the current market, and how you can stand out in your field. However, there are only so many hours in a day, so you should prioritize the most lucrative clients, or the ones you think will give you the best information.
Running a reopening campaign can be a major challenge, but it’s well worth it. An effective campaign will bring back old clients, attract new ones, and show the world you’re ready to take on today’s challenges. And the best part is, it will set you up for a bright future.
Questions or comments? Have any additional tips or stories to share? Reply below or reach out to Naomi Johnson at Lifebasedbusiness.net.