THE FIVE MARKETING STRATEGIES THAT WILL HELP YOU MITIGATE THE IMPACT CORONAVIRUS HAS ON YOUR BEAUTY BUSINESS WITHOUT SOUNDING TONE-DEAF
If you’ve been out lately, you may have noticed that some businesses are still thriving while others aren’t faring as well.
The number of people infected with the coronavirus is still growing. But what’s greater than that is the fear that’s spreading with it. Businesses are suffering. Owners are anxious.
Fear of public spaces is keeping customers away from bricks and mortar retail stores, logistical issues are diminishing online sales, and manufacturing closures in China are leaving businesses running out of stock.
And while there’s plenty of news telling us what we should be doing to reduce the spread of the virus as a business — allowing employees to work from home, staggering hours to reduce the concentration of people in crowded spaces like subways and train stations, etc. — there’s a whole other side to this that’s not being addressed.
Small businesses rely on steady consumerism. An epidemic like this can reap major havoc on a small business’s cash flow.
So whether you’re worried about a decline in business (or already seeing one), or you’re not sure how or whether you should even address this epidemic with your audience, this post is for you.
Here’s my take: Don’t be ignorant, but don’t be tone deaf either.
What I mean by that is, as a business, you have an obligation to acknowledge what’s happening in the world. Your customer is thinking about this issue and how it affects their daily life every single day right now. There’s no way around that.
You can either pretend like it doesn’t exist and continue to post pretty pictures of your product, or you can address it head-on.
With that being said, any marketing or sales you do at this time needs to be done with sensitivity and compassion. Don’t be tone-deaf. Be aware and acknowledge that people are suffering around the world.
HERE ARE 5 STRATEGIES YOU CAN APPLY RIGHT NOW TO MITIGATE THE IMPACT CORONAVIRUS HAS ON YOUR BEAUTY BUSINESS WITHOUT SOUNDING TONE-DEAF:
1. MAKE YOUR MARKETING EFFORTS MORE RELEVANT.
If you’re a wellness or beauty business focused on boosting health and immunity, share how your customers can use your products or services to boost their resilience against viruses. Sakara Life did this well in their recent IG post:
2. CREATE HELPFUL CONTENT.
Piggy-banking on point #1, adjusting your content to stay relevant is essential. Write an article on immune-boosting travel tips or at-home self-care. People are canceling plans and staying home and they need things to do. If you sell beauty masks and treatments, talk about how showing yourself some self-love right now is a great way to bring joy and love during times of uncertainty or a great way to combat cabin fever. Or, if it’s relevant to your brand, share healthy, immune-boosting recipes like Sakara Life.
You may also be interested in reading: Why a Saturated Beauty Market Isn’t Necessarily a Bad Thing
To read about the remaining two pivoting strategies — hop on over to our ABC blog here. You won’t want to miss these strategies.