How To Pivot Your Marketing During A Shutdown

As the country is slowly shutting down, it is important to let your customers know what to expect from you. Especially if your business is considered an essential business according to the Cybersecurity and Infrastructure Security Agency (CISA).

CISA developed the “Essential Critical Infrastructure Workers” list to help local government prioritize activities “related to continuity of operations and incident response, including the appropriate movement of critical infrastructure workers within and between jurisdictions.”

The attached list identifies workers who conduct a range of operations and services that are essential to continued critical infrastructure viability, including staffing operations centers, maintaining and repairing critical infrastructure, operating call centers, working construction, and performing management functions, among others.

Essential Critical Infrastructure Workers by CISA

Trent Cotney also weighs in on if roofing is an essential service should Shelter in Place orders are put in place. Cotney Law is an excellent choice if you are a contractor in need of having an essential letter created for you and your customers. They are advising each contractor on a case by case basis.

Art Unlimited is taking measures to ensure we are protecting our team but also working hard to ensure we continue assisting our clients through these stressful times. Now is the time to gain awareness of what you can do for your business rather than stopping everything.

As we are transitioning to more remote work, here are some things we are doing for our clients that you can also do for your business.

1. User Experience

Update your website forms. Let people know you are still open and also choose if they want to meet virtually or in-person. Let them know you can help them even without being in the same space as they are.

Using graphics can also streamline your content to make it easier to digest for visitors. They can help you sleekly and gently portray that people can still conduct business while remaining in their homes.

Now would also be a great time to work on ensuring your website looks good on both mobile and desktop platforms. Art Unlimited tests each platform with every website build we work on.

2. Update Your GMB Listing

Keep your GMB up-to-date. If your business is an essential business, create a GMB post letting people know you are open. If your business hours have been affected in any way change the hours on your listing to reflect those changes. If you will have temporary closures, let your customers know ahead of time. Post information about the special measures you have in place during this crisis.

Also note – Google and Yelp have paused the ability to post reviews right now.

3. Content

Your website home page should be updated, similar to your GMB, to let people know you’re open and how you are protecting your employees and customers. Do you have a virtual experience in place? Define how it works. Keep things short and to the point. Pairing your updated content with graphics will also help you share your message.

An example would be:

  1. Schedule a video call.
  2. Virtually meet with a roof consultant who walks you through the status and recommendations of your roof.
  3. The installation team will perform work within a safe CDC approved method.
  4. Enjoy lasting protection from the elements.

4. Paid Ads

Create more smart display ad campaigns and YouTube video ads. Smart display ads campaigns use a bid strategy to find conversions. They can be added to more Google search partners, such as on smart TVs as people watch YouTube.

Video ads are huge right now with most of the country at home. This will help get your brand out to the masses – and ahead of those not using video. On the flip side, we recommend pulling your spend back on Google Search Ads since conversions and clicks on paid ads have been dropping.

5. Social Media Presence

Because Facebook is not promoting any paid social posts talking about the virus, paid ads or boosted posts are only being shown if from reliable sources. This is a great time to turn your attention to ‘brand awareness’ posts to provide value to people while keeping your brand in their thoughts.

Each day brings new changes for all of us. Daily changes mean we must adapt quickly and efficiently. Be aware of what the CDC is saying. Check their website regularly for updates. We will get through this together, from six feet away and through our computer screens.