Woman Holding Welcome Sign with Face Mask

We all know that COVID-19 has changed how we live, work and play.

So how do you, as a small business owner, successfully pivot your marketing to ensure you adapt and not die in today’s new normal?

That’s where we come in. We’re providing practical, yet highly effective, marketing strategies to help you navigate this new landscape. After all, we’re all in this together.

We’re now in a myriad of reopening phases.  We can help you navigate these uncharted waters.

Re-evaluate Your Marketing

First, take a few steps back and ask yourself, “Is my current marketing relevant to today’s environment?”

Step 1: Don’t panic

It’s important that you take a few deep breaths and look at your marketing resources with an open mind and new perspective.  The worst thing you can do is panic and pull-back on all your marketing, and disappear.  Now, more than ever, consumers need to hear from you, know that you’re compassionate and relating to what they’re going through.  They also want to know that you are being responsible to help ensure the health and safety of our community.

Step 2: Tone of voice

Now is the time to demonstrate the “human” side of your business.  People want to know what you stand for, and how you will support them.  They want to know what adjustments you are making to your business to better serve them in this unprecedented health crisis.  Provide complete transparency and a relevant voice.  Don’t talk about your beautiful indoor dining facility, if your reopening phase is outdoor-only dining.  As appropriate, use key phrases like “curbside pick-up,” “contactless delivery,” “virtual workshops, via Zoom,” etc.  Show your relevance and truly connect on a deeper level with your customers. Be empathetic and human.  After all, people buy from those they “know, like and trust.”

Step 3: Adjust your marketing

When evaluating your current marketing, be sure to pivot and focus on the reopening phase at hand.  Craft sensitive (not “sales-oriented”) messages.  It’s ok to show vulnerability, but be inspiring.  Also, re-evaluate and adapt to the new needs of your target audience, as they have most likely changed during the pandemic.  Lastly, have a written “COVID-19 Health & Safety” policy in clear view at all touchpoints (i.e. store windows, website, etc.).  This should clearly outline state and CDC guidelines including cleaning and disinfecting, social distancing, temperature-taking, and more that helps ensure everyone’s well-being.  For specific guidelines to your industry, you can also search Google for resources, i.e. “COVID-19 guidelines for reopening (your industry) in (your state).”  Be sure to only use credible and authoritative sources.


We know this is an unprecedented, difficult time.  Learn how to stay one move ahead by subscribing to our eNews, packed with resources and tools on how to successfully navigate our new normal.

As seasoned marketing professionals, we provide you with practical, effective strategies for web design, digital marketing and business development.

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We’re here to help…

As always, we welcome you to reach out to us for more information, as well as a FREE, no-obligation consultation.

Best regards, until next time!

Kathy Argyros
Founder and Chief Consultant
Exceller Marketing, Inc.


Exceller Marketing is a boutique-style, full-service web design and digital marketing agency in Westchester County, NY.  We empower small businesses and entrepreneurs with outstanding web design and expert digital marketing services that keep our clients ahead of their competition.