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A Detailed Recap of “Marketing in a Downturn” A Conference Call with Hans Tielmann
The Covid-19 pandemic impacted the market in numerous ways that forced business owners to strategize their online marketing techniques.
Good news, it does not mean you should dump more money into advertisements.
Ask yourself, what’s trending on social media at this moment in time? If you’ve taken my marketing lectures before, you know that a non-intrusive approach is one of my top strategies for small and medium sized companies.
What is marketing? –It’s the process of getting people interested in what you are selling.
Marketing is important because without undertaking marketing strategies properly, your business cannot have a lasting impact and it allows “word of mouth” to take course of action and bring in potential customers.
If you Already have scheduled advertisements:
One of the first guidelines to keep in mind is that messages encouraging “working with other” and “team work” may be deeply scrutinized.
Take a close look at your photos and captions.
This is the time to share those sequestered tree climbing videos, photos and vistas only an arborist can see, instead of camaraderie photos of the crew or shaking hands. This is not wise to do during Covid-19 in order to follow the social distancing rule.
Try developing photo ideas that show how you follow quarantine rules.
Reframe marketing language that describes close interaction. Reconsider figurative language such as “get in touch” or “dirty hands, clean money”, “work hand in hand”, etc.
marketing etiquettes: ITs not just what you say its how you say it.
When creating content, especially during a global pandemic, you need to refrain from capitalizing on the crisis.
Keep people updated. Tree services do need to communicate in response to the crisis, as it pertains to their business. For example, you should talk about the steps you’re taking to keep employees and customer’s safe, new business hours, or policy updates related to COVID-19. Updates like these add value to customer relationships because they are informative.
Don’t create panic. It’s important to keep people updated and informed, but don’t add to the panic. Stay away from fear driven captions, as well as any additional posts you’re sharing (e.g., credibly sourced news website or tips).
Avoid bragging. Remember that many people are not working during this time and are genuinely worried.
Avoid tasteless promotional ploys. Don’t market promotional sales like “use code (covid19) and get 10% off tree work”
Please note: Even if you are joking, and even if the message is not offensive, your business can still appear clueless.
In other words, you don’t want to look like you don’t know what’s going on. This time of crisis is not pretend it’s business as usual. Take it seriously. Show customers your Covid-19 input.
Marketing tips that’ll only cost you time:
The key question here is, “What else can you do to help your existing customers?” (Besides offering a discount)
Apollo O’Neil’s Tree Service offers activity .pdfs to customers with children to pass the time and relax.
Creating helpful content, not “Ads”. For any business, such as tree work, may not directly apply to Covid-19 however, your business can still provide value to people. Think about how you can educate, entertain, or inspire people.
For instance, in the tree care industry during this time of quarantine, sharing ideas with your audience such as a back yard scavenger hunt, leaf collections, or even tree ID contest are practical and entertaining concepts.
Be a “local” resource. Facebook is one of the most powerful marketing tools to get word around locally in town forums.
Brainstorm ways to provide recommendations and/or help to your own community.
People are not only engaged by relevant content, but also useful content.
Be active in community facebook groups. In the tree industry. many arborists know a bit about everything and also know other reputable home service contractors. Make recommendations frequently and the favor will be returned.
Creating and providing these helpful recommendations will reinforce trust in your consumers or may even build new friendships.
For communicating with your customers during Covid-19:
How you communicate with others must be sensitive and reassuring because they are concerned with what the future holds. Also consider you may interact with a friend or customer in the near future who lost someone to the virus. So don’t joke, you may be putting your boot in your mouth.
Promote virtual communications. This is an effective strategy for tree services. Engage as many customers as possible to Face Time with you. In this case, it works to have virtual consultations to look and comment on tree concerns. It gives new customers a chance to put a face to a business without physically meeting.
When coming to a close in your virtual conversation, schedule a time to walk the property yourself.
Making sure that both existing and past customers know that you care. An easier approach is to send a personal email that isn’t “ad-like” to show understanding of these uncertain times and consideration of their well being by offering your help. Its also a good time to ask good customers to support your business and leave a review.
Overall tips:
Keep your website up-to-date. Add in a company Covid-19 statement that addresses your efforts to protect your employees and customers.
Be smart not foolish. Door knocking and flyers in neighborhoods just isn’t acceptable right now
Don’t spend money on Google Ads. Utilize other resources.
Focus on improving organic rankings that will ultimately pass competitors. Ask everyone for reviews on google and facebook.
Make an effort to have your tree service donate something. I suggest all readers to Donate Blood.
Take this unique period in history to use your time wisely. Step back, pay close attention to your community and customers needs by offering help, and in return it won’t go unnoticed.
I believe tree care businesses that are proactive will be stronger and healthier when this is all over.
Stay healthy. Stay safe.
Id like to acknowledge the following brands for their support and believing in me and my passion to teach and change industry stereotypes and flaws. For helping me raise the bar and proudly say “We can always learn more and do better”.
Thank you.
