With Covid-19 restrictions returning and new ones being introduced (indoor mandatory mask requirements across the province) as well as a heightened sense of public concern, it’s understandable to feel uncertain about your next steps as a small business owner. The silver lining in this continual state of change is that you have been through this once and the learnings from the first go-around will help through this next phase.
As a small local business, you needed to change the way you communicated and interacted with your customers in phase 1 and you will need to do that again. We’ve put together a list of steps you can take to ensure your customers have all the information they need to do business with you.
1.Update your website with new:
- Hours of operation or if you will be temporarily closed
- Curbside pickup and delivery details
- Specific Covid-19 policies you would like the public to follow
- Gift Card purchasing. If you sell gift cards but do not state that on your website now is the time to add it.
If your website is hosted by Directwest please reach out to your Media Advisor to add relevant content.
2.Update all forms of digital advertising. This includes:
- Google Knowledge Card (hours of operation, Covid-19 policies, promos and specials you are having)
- Social Media channels (Covid-19 policies, promos and specials you are having)
- Google ads and Digital ads you are currently running. Are these still relevant? If not, pause these campaigns for the time being.
3.Use your Social Media Channels to:
- Show the public it is safe to purchase from your store (If you have a curbside pickup table outside, take a picture of it and upload to your FB page).
- Advertise promos and specials you are having, especially holiday themed, as this year will look different than any other we remember.
- Promote the quick delivery you offer or how a customer’s pick up order can be ready same day. Delivery of online shopping became very slow last spring so you have an advantage.
There are so many unknowns right now so as a small business owner it’s important to focus on what you can control. Communicating with your customers and ensuring your business info is current and up-to-date is table stakes.
-Sarah Elchuk is the Content Manager at Directwest.November 20th, 2020