Regardless of the business  you’re in, it may be that life doesn’t ever get “back to normal” – or at least anything we may have been used to before the last several years. Let’s face it: Individuals and companies are juggling a lot of uncertainty these days. And the news out there frankly isn’t good. We’re currently:    

• • In the middle of a useless war started by Russia in Ukraine
  • Surviving through a lingering pandemic that (after 2 years) still manages to take hundreds of U.S. lives daily
  • Dealing with an impending climate disaster
  • Facing a combination of worker and supply chain shortages, and high inflation, and
  • Enduring increased racial and political divisions

That’s just to name a few areas. For the first time, we’ve seen even optimistic friends we know start discussions about our collective impending doom. Meanwhile, business has to go on. “It’s impossible not to recognize the chaos we’re living in,” cultural trendspotter Marian Salzman told news outlet Cheddar at the end of 2021. And that even was before the Russian invasion of Ukraine and Will Smith slapping Chris Rock on live TV.

If you run a small business, or any business for that matter, how do you work around this current environment? How do you reconcile your goals with those of your customers at a time when volatility reigns and distractions are everywhere? Here are 4 back-to-basics ways you can make adjustments to your marketing.  

1. Get back to projecting a consistent, authentic you.

Occasionally, I’ll read the latest about what’s going on in the so-called zeitgeist and I’ll see articles such as this recent one from New York magazine’s The Cut: “A Vibe Shift Is Coming.” The article goes on to explain exactly what a vibe shift is – I still don’t know – and why I may or may not have FOMO if or when it arrives. And while certain industries (such as fashion or clothing retailers) may have to pay close attention to what the latest “trends” are, for most small businesses, it might be more helpful to simply get back to being the most authentic “you” as a business. How do you do this? Start with your purpose and what really drives you as a business. Consider your values and unique strengths and then embody that in everything you do through a consistent narrative.[1] That’s not to say you don’t need to be aware of shifts going on in the culture but if you can simply project your business authentically and consistently, you’ll go a long way toward attracting and retaining customers on a regular basis (especially at a time when other businesses might be buffeted by all the current instability or losing their focus chasing after that elusive next big thing).

2. Be the source of comfort at a time of instability.

In chaotic times, it’s not a secret that individuals seek security and comfort. Reinforcing themes such as familiarity, safety, or maybe nostalgia for different shared childhood memories can spur a lot of interesting campaigns, as can any message around appreciation for simpler things or simpler times (if there ever was such a thing in reality). Other thoughts:

• • How can you project calm at a time of chaos?
  • How can you be the proverbial balm that soothes the soul of your customers?
  • How can you act as the security blanket they might need right now

3. Reinforce your focus on the customer and customer service.

Right now, with worker shortages and supply chain issues, customer service is certainly suffering at many companies. How can you go over and above to serve the customer either digitally or in person? We know a few small businesses right now that are really doubling down on their focus on customer and their needs and it’s working great for them because individuals are hyper-aware of the bad service they’ve been getting at other businesses.

One thing: It’s not just about responding or being responsive to customer complaints. That’s certainly part of it. But much better to think about the customers upfront with everything you do. Start by:

• • Dusting off any audience research you’ve done
  • Researching keyword volumes and language customers are using around your business
  • Talk to new customers on the phone to get their feedback on your products and services or have them provide general feedback.
  • For B2B, meeting in person. It’s a small thing but now that the pandemic has eased a bit, why not start meeting again one-on-one? It’s a good opportunity for you to not only solidify the relationships you might need but also get much-needed intelligence and feedback.

Finally, incorporate all of that into a better content and marketing approach that addresses those customer challenges and pain points. At a time when other businesses are too distracted or don’t have the resources they need to properly focus on their customers, you can win the battle for loyalty here.

4. Become the trusted authority.

We often say it: Authority is the game-changer when it comes to anything marketing-related. In Google search, “authoritative” websites are ranked higher. In social, authoritative accounts drive more engagement and views. In email, authoritative senders get more opens and clicks. And so on. How do you establish or become the authority in a particular industry or space? There are two primary ways:

• • Brand development through advertising
  • Content development

The hard part about advertising is that often small businesses don’t have much money to establish their expertise in front of their targeted audiences. So, they have to take a more guerilla-style approach – developing content consistently. Either way, the goal is generally the same: to create a positive association between the brand and a particular topic, keeping the company top of mind whenever someone thinks of making a purchase or converting. It’s not a fast process to become an authority, however, a few things you can do that will add up if you do them consistently over time:

• • Keep thinking how you can trigger thoughts of your company when people have needs or challenges in particular areas. The quick example: If one says: “peanut butter and…”, how can you become “jelly” as peanut butter triggers thoughts of jelly. Maybe you can associate your brand with a day of the week. Maybe it’s a slogan or tag line that you repeat in all your marketing collateral. “Save 15 percent or more on your car insurance” (Geico).
  • In social, associate your brand consistently with particular hashtags. As an example, we at Marketing Nice Guys might use “#smallbusinessmarketing” or “#smallbusinessowner” to reinforce that we help small businesses market themselves.
  • Become a content machine. Regardless of whether you can afford advertising or not, putting out regular content in social keeps you top of mind in your network, automatically bestowing upon you a certain authority, given you are putting out helpful information for your customers.

At a time when people don’t know who or what to trust, the more you can establish authority in a particular industry, the more you’ll be able to attract audiences and help them overcome any lingering reluctance they may have at that critical decision phase.

Conclusion

We hope this helps. While there’s no definitive playbook for how any of these current uncertainties play out, we do think that getting back to some of the above marketing fundamentals can help you navigate the chaos of today. If you need additional marketing support, don’t hesitate to contact us for a free consultation. We’re here to help you excel in digital marketing.  

[1] If you need help developing a better narrative, contact our friends at the Narrative Playbook.