By Naomi Johnson
Many businesses — especially this year — have had to deal with temporary closing down. As normal a practice as this is, however, it can also come with some challenging repercussions. For example, customers might misinterpret your closure and think you’re shut down for good. You could also run into a situation where they have discovered an alternative company to frequent in your time away.
Without a winning marketing strategy, businesses that close temporarily can struggle to overcome these obstacles. Fortunately, the team at Relationship Martech knows the power of strong marketing. That’s why we’ve created this guide to creating an effective reopening plan:
Make the Most of Time Closed
As counterintuitive as it feels, your reopening strategy should ideally begin the moment you close your doors. Not working with customers is not the same as not working at all, and, more often than not, there’s plenty to be done in the downtime. For example, now could be a great time to register your business as an LLC, if you haven’t already done so.
In addition to creating legal protections, an LLC status can offer some tax advantages, as well as make the tax process simpler. If this is something you’ve been putting off, this break is the perfect opportunity to knock it off your to-do list.
This is also an ideal time to make any changes to your physical location such as with new paint or carpeting. A location facelift can be a marketing boon. You can post progress photos on your social media account, which will remind followers that you’re still there while justifying the shutdown. People love seeing renovation work, so you’re likely to get a ton of engagement — which, if used properly, can put you in a great position for reopening.
Use Multiple Marketing Avenues
One of the biggest mistakes solo business owners make in marketing is to pour all their effort into a single marketing avenue. For example, you may rely on word of mouth and networking as your main means of gathering customers, or you might spend most of your marketing time managing your social media. However, the best approach is the one that takes advantage of the best that each one has to offer.
Take a coffee shop as an example. The owner of a coffee shop might be extremely active on social media and be underwhelmed by the return they get from that invested time. If they build up a content marketing practice, however — while simultaneously investing in more digital advertising — they may start to see more customers. Over time, they start to invest in more cutting-edge technology, such as hyperlocal marketing that targets people who are within walking distance from the shop. The social media accounts are still doing their job, but thanks to the additional efforts, the shop is getting more customers than ever.
This approach is even more important when you’re reopening. The inherent messaging challenge that comes with a closed shop means that your best bet is to take advantage of every means you have. Work alongside a marketing team that can confidently navigate these avenues in order to see the best results.
Focus on Growth Messaging
You may have closed down for a myriad of reasons, but you should make sure your reopening message focuses on the positive changes your company has made in the meantime. This could be redecorating as discussed above. Maybe you took a course that deepened your knowledge of the industry or attended a conference that helped you make connections that will expand your reach going forward. Whatever it is, find a way to build that messaging into your marketing plan.
In doing so, you will not only show customers you’ve reopened — you’ll show them you’ve grown in your time away. This is a lot more likely to leave the message you’re hoping to send: You’re back, and better than ever!
Relationship Martech is here to help you reach your marketing goals. Book a call today to see how Relationship Martech can help your business shine.
Photo Credit: Pexels
Tom McClintock is the owner and founder of Relationship Martech.