Marketing as New York Re-Opens
By Tom&Co.
Marketing as New York Re-Opens

Governor Andrew Cuomo has announced a phased reopening of New York. Small business owners can start getting ready to get back to business. Just as you should put the proper plan in place to ensure your employees can stay safe from the virus while at work, you should launch your marketing campaign to prepare for reopening.

Other states in less affected regions have already launched their reopening campaigns. Wherever you’re based, you should get set to welcome customers. It’s time to attract new prospect and remind loyal customers of the reasons they loved doing business with you before and should return now.

Here are three steps to take.

Launch an Email Campaign

Email marketing remains one of the most cost-effective ways to reach new and returning customers, alike. Consider these statistics from Oberlo, a dropshipping platform:

  • 49% of consumers said they would like to receive promotional emails weekly from their favorite brands
  • 81% of SMBs rely on email as their primary customer acquisition channel
  • 80% of SMBs rely on email for retention

A simple email to let your customers know you’re be opening, and perhaps offer a deal to welcome them back, could be your most cost-effective path to new business.

To increase your response rate by as much as 300%, add a video to your email.

Update Your Website

You hope your email campaign will drive traffic to your store. But readers are more apt to stop by your website first. Revamp your home page to detail:

  • When you’ll be opening
  • Your new store hours
  • Safety measures you will take to encourage social distancing

If you’re taking customers by appointment only, consider adding a feature on your website allowing customers to make an appointment online and receive a text when it’s their turn to enter the store.

Consider Paid Advertising

Use Google AdWords, mobile display ads, and Facebook advertising to spread the word about your business reopening. A digital marketing agency can help you deploy tactics like geotargeting to alert customers when they’re in your vicinity.

Prep Your Store Signage

Digital marketing will help you reach more eyes as you prepare to reopen. But don’t forget to revamp your brick-and-mortar signage, too. You’ll want to let customers know what you’re doing to keep them safe, such as mandating masks within the venue for both employees and customers and marking lines on the floor for social distancing.

Likewise, make sure to update your store hours if they’ve changed. And consider adding a big, new sign that lets people know you’re open.

Small business owners across New York are reopening with equal amounts of excitement, relief, and some trepidation. We aren’t sure what the future will bring. But business owners who jump into reopening with the right online marketing strategies in place can set themselves up for a strong second half.

Reach out to TomCo for help planning a digital marketing campaign around reopening.

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