Promoting your business in a downturn: why marketing year-round is key

Unless you’re a bit of a psychopath, there are few things in life that feel worse than hurting somebody you like’s feelings. Even if it’s unintentional, sometimes we say or do things that upset others and feel horrible about it. But when it’s through your business, putting a foot wrong can have deeper consequences. We’ve all heard stories of brands that have made some sort of social faux pas and got a name for themselves for all the wrong reasons.

So it’s perhaps unsurprising that back during the pandemic, the Holly & Co inbox was filled with people asking if it was okay for them to promote their business in that kind of climate. Many founders felt guilty talking about enterprise when so many people were struggling with the effects of Covid (on top of Brexit, the cost of living crisis and more) — even though customers were asking them about their products. They wanted to send parcels of love and care to friends and family after all. Had those founders not continued to promote their business during this time, they wouldn’t be here today because ultimately when you ask if you can keep marketing to customers in uncertain times you’re asking if you should keep running your business and you should — as there will always be uncertain times.

What is the importance of small businesses to the nation? Customers need you

Our very own founder Holly Tucker explains, “Let me start by saying, you can and should be promoting your business for the following reasons…”

• “The nation has been living through the most turbulent era since the second world war and as soon as one shocking event finishes another arrives, but let me be clear: people are still spending money and unless you amplify your business they won’t be spending it with you."
• "Of course, you may need to change how you promote yourself to ensure you’re doing so in an empathetic way (and see our article on thoughtful marketing for tips), but generally, customers want you to reach out."
• "I feel strongly about this as it’s often small businesses who really know what their communities need and are therefore well placed to help. Think about it. It was the shops on our local high streets that kept us all going through lockdown —the grocers, the bakers, the letterbox gift makers — and we can do it again."
• "Also, we’re living in an era where we have continuous access to the news in all guises — local, global and even live as it’s breaking. There will always be some kind of crisis. Plus the media has become increasingly sensationalised; a common tactic used to gain and keep an audience’s attention, and it’s only set to continue, so I think it’s key we do all we can to keep going.”

Small businesses can be more empathetic

During times of crisis, people need more than just to buy things. They require cheering up, connection and thoughtfulness. Your products, services or the way you talk to them often have the power to give someone a moment of pure joy amidst all of the doom and gloom. You can help them, giving them an experience they won’t get with a chain because every time your customers buy from you, they’re voting with their money and taking part in something bigger. It’s your responsibility to show them that. If you donate a percentage of your profits to charity, for example, you need to not just tell them the difference it’s making but really bring it alive and remind people that they’re part of a movement.

Whatever may be happening in the world one thing will always remain the same: customers crave connection. In order to connect, you need to put yourself in their shoes and use genuine empathy to understand them, what they are feeling and what they need from you. As humans, we are powered by emotion and as Daniel Kahneman (the world’s most influential psychologist and Nobel prize winner for his work in emotional economics) discovered, 95% of our decisions are driven by emotion. This is why we are in the age of the ‘C Consumer’ where the C stands for:

• Caring
• Conscious
• Charitable
• Campaigner

Marketing with awareness: stay up-to-date with cultural events

You need to make sure you stay up-to-date with what’s going on in the world as this will help you understand the nuances of how you need to communicate, especially on social, where the temperature can change in an instant. Here are some tips…

• Be inclusive. It’s important not to just think of your own experience but what others might be going through, too.
• Avoid making assumptions. And don’t be afraid to ask if there are things you don’t understand. People would much rather that.
• Be mindful of the language you use and stay educated. ‘Simple Politics’ is a good account to follow on Instagram for easy-to-digest updates about these matters. Remember, it’s okay to make mistakes. We’re all human, but put your hand up, admit it and correct it, then learn from it.
• Think of others but remember, you’re not being selfish. Every time you make a sale, you’re helping the UK economy, you’re giving hope to other small businesses, you’re showing the next generation that we’re made of strong stuff and that businesses with heart can survive.
• Be open with people. Tell your story, connect with customers on a human level, share the behind the scenes and the process — bring them into your world and they will be emotionally invested in your business, your products and you.

Marketing during a crisis: key takeaways…

Yes, you can still promote your business in a difficult climate or any turbulent times that might come, as long as you do so with empathy. And remember…

1. Customers still need connection and community spirit:

Especially in a crisis — and you can give that to them.

2. There will always be difficult times:

So it’s ok to keep going through thick and thin.

3. Always stay up-to-date and communicate sensitively:

Be honest and open and people will respect you for it. If you make a mistake, admit it, correct it and learn from it.

Good luck!