5 Mindful Marketing Tactics for Keeping Customers Connected During Temporary Business Closures

Running a local business is a rewarding experience, but it’s often filled with challenges. Among these will be the occasional need to temporarily close your business. In some cases, this will be something you can plan in advance, such as for renovations or technology updates. In others, this may be due to emergency situations. In either case, one of your priorities is to ensure you can retain your consumer base throughout and beyond the disruption. The best way to do this? Mindful marketing tactics.

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With some planning and creativity, you can utilize your tools to keep your customers meaningfully connected to your business. With so many accessible digital marketing resources available to even small local enterprises, there’s no reason your company should suffer as a result of closures.

Set Expectations for Mindful Marketing Tactics

Any temporary closure of a business is potentially disruptive for both consumers and the company. The last thing you want is for this to surprise or wrong-foot your customers. After all, disruption or confusion could harm customer retention and lead them to seek services from your competitors. Therefore, one of the most important uses of your marketing through temporary closures is to set clear expectations.

Start with issuing marketing materials about the closures early on in the planning process. In your email newsletters and social media posts, provide some information about what changes you’re planning and the expected timeline for these. Offer insights into what kinds of disruptions consumers can expect and also the solutions that you’re putting in place.

READ: 12 Ways to Repurpose Social Media Content for Email Marketing 

This approach should carry through the entire temporary closure, too. Utilize your marketing channels to keep consumers informed about progress. This not only helps them to make practical arrangements but also gives them a sense of being a part of the process.

Communicate the Advantages of Closure

Customers can find temporary closures to be frustrating. Part of your marketing approach should be directed toward giving them good reasons for the disruptions they may experience. By communicating how the closure represents advantages for them, you may be able to offer motivation for their continued engagement with your business.

If you’re considering renovating your business premises, there are various pros and cons for both you and your consumers. Your internal decision-making will naturally take into account aspects such as balancing the costs against the potential profit boosts. However, when marketing to your consumers, communicate how the changes can represent greater efficiency or a better atmosphere. 

In some instances, your temporary closure may be the result of the unexpected. For example, there may be accidental damage in your space or the property could be impacted by a natural disaster. Your marketing focus here can be on how you’re making the property safer and more secure for consumers. 

Bolster Engagement Creatively

The last thing you want is for your temporary closure to create a void that your customers seek to fill with alternative brands. As such, it can be wise to produce creative content that garners engagement for the period you’re unable to actively sell to customers.

The best way to approach this is by focusing on providing your consumers with value. You can utilize creative content marketing to honestly and entertainingly connect with consumers in this way. Focus on different types of long- and short-form content. This may include a combination of podcasts, memes, videos, and blog posts.

Consider the content that could make a difference in your consumers’ lives. Provide tutorials for interesting uses of your products. Discuss the challenges your consumers have and potential solutions in regular podcasts. You can even give behind-the-scenes glimpses into the progress of your temporary closure to give insights into what your consumers can look forward to when you reopen.

The Bottom Line

Though occasional closures are necessary, effective marketing can help ensure you can maintain connections with your local audience. This should include materials to set consumer expectations and help them to understand the benefits of your closure. You can also utilize creative digital content to continue providing value to customers remotely. Remember to not just set up alternative sales and customer service channels, but also use your marketing to guide consumers through the uses of these. With a little strategic planning and some mindful marketing tactics, you can ensure your business and your local profile can thrive.

Indiana Lee is a writer, reader, and jigsaw puzzle enthusiast from the Pacific Northwest. An expert on business operations, leadership, marketing, and lifestyle, you can connect with her on LinkedIn.