Marketing Do's and Don'ts for Service-Based Business During a Crisis | Path & Compass
Path & Compass, founded by Krista Chapman, help connect wedding and event business to more clients and intentionally grow their business. We partner with small business owners and leaders in the wedding and event industry to provide long-term brand strategy and marketing support. Services including business coaching, sales training, branding, logo and website design, social media and blog management, graphic design, budgeting, goal setting and thoughtful growth. Based in Nashville, TN.
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Marketing Do’s and Don’ts for Service-Based Business During a Crisis

Businesses large and small are adjusting to what works in terms of marketing right now. The reality is that what you were doing a few weeks ago, and the content you were creating won’t be anywhere near as successful now. The problems & pain points have changed for your clients & customers so your messaging and marketing tactics need to be adjusted as well.  The following marketing do’s and don’ts will help guide your service-based business during a crisis, including the current pandemic.


Update Your Content Plan

Your service-based content needs to speak to current consumer needs. Meaning blogs about graduations and spring trends need to be swapped for more relevant content. You can certainly continue to post about your services, but be mindful and address the elephant in the room. For example, a florist might feature their regular content but switch the messaging up to say, “Here is a beautiful break. We can’t wait to celebrate with you again soon!” Be sure to also review your website, social media profiles, auto-responder emails and any advertising – updating messaging to reflect changes in your business like shifts from in-person meetings to virtual video chats or other copy that will sound tone-deaf considering in our current situation.

Embrace Video

With companies closing physical locations and employees switching to remote work, there are more people at home than ever. As a result, we are seeing a spike content consumption, particularly in videos. Right now, videos are a great way for people to make a personal connection with you. Utilize social media, like Facebook Live or Instagram Live, to interact and connect with your audience in real-time, announce a shift in services or answer questions your community has regarding your services. & availability. Be sure you’re properly lit, look directly into the camera (not your image) and be concise. Cue cards with talking points can help here. Aim for shorter videos with a simple message that is easy to digest and post regularly!

Adjust Imagery

A picture is worth 1000 words. Images that show the opposite of official recommendations, such as groups gatherings, people touching their faces and so on, are not the right images to use right now. Be aware of how the images you are sharing may conflict with the current state of things and lead to confusion or concern. Visuals are often the most noticeable element of content, meaning it is also the first impression. Take the time to review and adjust captions, swap images or push back content that is not currently relevant.

Focus on Building Your Audience

Now is the time to focus on building your audience. Increase your brand awareness by dusting off blogs and social media feeds that may have been neglected and get to posting. Create and promote lead magnets (a free, high-quality how-to guide or resource) via your social media platforms or digital advertising. Finally, actively reach out and engage with as many people as possible – networking in Facebook groups, connecting to clients and setting up virtual coffee meet-ups. Taking these proactive steps will put you in a better position, with a full sales funnel, when people are back to work and back to buying. Need help creating a lead magnet or sales funnel to build your audience? Our Small Business Marketing Kits can help. 


Post Insensitive Meme’s or Misinformation

Your customers want to be able to trust you. Insensitive memes or jokes that make light of the seriousness of the situation do the opposite. As does completely ignoring it. Address the situation as it pertains to your business in a way that is transparent and resonates with you and your brand’s voice. Be personable and don’t feel the need to sugar coat things to your audience. True leaders practice rigorous authenticity and are more successful because people can relate and appreciate their transparent & real approach.

Stop Marketing

As the economy shifts, your service-based need to be positioned to bounce back. You will likely need to adjust your marketing or may need to lean into lower-cost options (emails, blogging, social media). Shift your messaging where necessary, or consider pausing campaigns that may no longer be relevant. This being said, it is essential that you don’t stop the train all together. Businesses that are actively rising with the tide, versus fighting it, are the ones who will resurface in the end.

If your service-based business needs help finding the right path during this crisis, we are here to help. We have the skillset and experience to intentionally & effectively manage your marketing strategy, social media, blogging, email marketing, website and more. Get in touch with us here to get started.