Workplace Industry Insights

Marketing Your Small Business During a Pandemic

By: Caroline Forrest
Mar 29, 2021 • 2 min read

Small Business Marketing Guide to Get you Back on Track

The COVID-19 pandemic has made a huge impact on everyone’s work-life. Companies big and small had to think about ways to overcome the lack of income and resources. However, if you are a small business owner, you might have suffered more than most. While the COVID-19 vaccines bring more good news each day, small businesses are still struggling to get back on their feet. To help your small business, check out some of these marketing tips to get back on track!

What is your product?

If your small business has been off-line for the past year due to the pandemic, maybe it is time to rethink your product! Or, if you’re a restaurant owner, perhaps it is time to refresh the menu. Maybe you own a boutique, you can take this time to bring in a new product line. If there was anything about your small business that you didn’t love before, now is the perfect time to change things up a bit.

The most important thing is that you have a strong understanding of your product (or products) as a whole and a foundation for how to market it.

Think about your goals

Now that you have outlined what your product is, it is time to think about your goals. When marketing for your small business, you might have a variety of different goals. If you sell a product such as clothes or hair products, you probably want to increase your sales. If you run a consulting company, perhaps you are hoping to increase your customer base. Whatever kind of business you run, think about specific goals and outline them to focus your marketing strategy.

Get creative

Once you have outlined your goals, you will need to start getting creative. How do you think you will be able to accomplish your goals? Marketing for a small business won’t be easy, but there are so many resources out there to help! Here are some of our favorite creative methods for marketing a small business:

  • Hire an intern. You can provide a paid or unpaid internship for university students in your local area. These students are educated with the most recent marketing strategies, and having an extra set of eyes on your goals might be just what you need!
  • Before you throw money into marketing your small business, explore free options. Some platforms have reduced or low costs for small businesses. Take advantage of any opportunity you might be eligible for.
  • Dangle a carrot. If you have extra products, offer some free samples. During your quietest restaurant hours, offer a discount to your patrons! Dangling a carrot allows you to use what you already have to achieve your marketing goals.

Utilize the power of social media

Social media is one of the most powerful marketing tools, no matter how big or small your business may be. At JobGet, we use them all! Each social media platform is different, so explore every option and see what works best for your small business. These are a few of our faves!

Tik Tok – best for viral growth but takes a bit more time and energy than other platforms.

Instagram – the best platform to build your brand! Share your products quickly and easily, and connect with your customers!

LinkedIn – if you offer B2B services or products, LinkedIn might be your best bet. You can quickly search for and connect with other businesses and share your product and services with your community.

Pinterest – if you have a creative side and sell clothing, beauty products, or anything along those lines, Pinterest might just be the perfect platform for you! You can create pins of your products that your future customers will save and share with their friends – perfect for referrals!

Measure your progress

Once you have tried a few of these different strategies for marketing your small business, it is imperative to measure your progress. By keeping track of what you have tried and what is performing well, you will be able to spend more time and money on the methods that work the best for you!

You can easily keep track of your progress in a simple Excel document or Google sheet. You can also provide links with tracking codes for each of the different strategies you employ so that you can keep track of where your traffic is coming from. Making sure you document your sales, revenue, new customers, and any other metrics you would like to track will help you analyze your progress. Compare your progress each week by measuring which marketing strategy you tried and if it impacted your small business goals!

Follow what works

Finally, once you have tried out some of the different small business marketing methods and seen some progress, follow what works! For instance, if you tried sharing your products and services on LinkedIn and Instagram, but only LinkedIn resulted in an increase in sales or traffic, you can use this information to spend less time on Instagram and more time on LinkedIn.

Following what works instead of spending more time and energy on things that don’t work is the best strategy to save time, energy, and money!

For more tips and tricks for your small business, check out the rest of our blog. Looking to hire for your small business? Try JobGet!

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