How to market your small business on social media during the coronavirus - even if you can't sell anything right now

• Hostel owner Deidre Mathis said she saw 60 cancellations in two days - a record high for the two years she's been operating her business.
• She's planning for at least three months of lost business during the coronavirus crisis, but she's taking action to improve her business during the economic slowdown.
• Mathis said it's important for businesses to stay top-of-mind with customers.
• Even if you can't make a sale right now, you can use social media to encourage future purchases.
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Although many businesses are closed during the coronavirus crisis, brands can still be active on social media to continue engaging customers and encourage future purchases.

Wanderstay hostel owner Deidre Mathis said she saw 60 cancellations in two days - a record high for the two years she's been operating her business. She's preparing for at least three months without business, but she's staying active regardless of the slowdown caused by the pandemic.

Mathis warned business owners that the coming months are not a vacation, nor a time to be defeated. "Look at it like a blessing in disguise. Now you get some time off where you can really sit and think about how you can make your business better," she said.

There are many ways entrepreneurs can make the most of their time during coronavirus, including working on their marketing strategies.

Though your business might be closed or operating minimally right now, you should still be engaging with your customers daily. "If a business is not thinking about how they're going to share their message about how they bounce back from coronavirus, then I don't know what they're doing," Mathis said.

Since Mathis can't move to e-commerce like many businesses, she's maintaining Wanderstay's social media presence with promotions, tips, and photos. "There's nothing I can do with my business online. But I can keep my business in everyone's face every day," she said.

Here are a few tips for engaging your customers when they're self-quarantined and social distancing.

Future promotions

Just as Mathis is reaching out to previous guests with future deals and incentives, businesses can plan a campaign to win back loyal customers once the crisis is over. Think of promotions you can plan now and activate once people get back to socializing, dining out, and traveling.

Some businesses are pushing gift card purchases, since they get the cash now while they really need it, and customers can redeem them anytime in the future.

Review your brand story

Now that you're away from the daily grind, it's a good time to review your brand story and ethos. Think about what you're telling your customers during this time of turmoil and uncertainty. How can your business serve a larger purpose or advocate for change that expands to your customers' interests?

Share photos and videos of how you're staying active, what you're doing to pass the time, and how you're improving your business.

Look to customers as influencers

Influencer marketing is changing as sponsorship deals have shut down and major events are cancelled. Yet engagement on social-media posts is higher than normal as more consumers spend time in physical isolation, Business Insider's Amanda Perelli and Dan Whateley reported.

Use this time to tap into micro influencers and brand ambassadors who have smaller, localized followings. These are the everyday customers whose voices will be even more important as friends and family members try to stay connected online.

Email outreach

Remember that with all the information overloading people's minds, customers may not want to be inundated with a flurry of emails right now. But they will always be looking for value, so be extra thoughtful with your email campaigns. For example, instead of sending a daily update, cut it down to a weekly newsletter, but make sure the content you share provides quality advice, entertainment, or service.