• Lenny Richardson

How to COVID-proof your Business

Covid-19 had a major impact on most businesses. It caught everyone off-guard and required most businesses to either drastically shift the way that they perform business or shut down entirely.

But what if I told you that there was/is another way to drive traffic to your business even during a pandemic like COVID-19?

The truth is, business didn’t simply disappear. Money still moved from the hands of a consumer to the hands of a business.

There was a major key that prospering businesses had during the pandemic that allowed them to quickly pivot and adapt to the rapid change in the economy.

What was the ultimate difference in the companies that thrived vs. the companies that died?

The companies that succeeded had an effective digital marketing strategy.

Now, I know this sounds a little bit vague so allow me to reveal 4 specific tactics that businesses used to outperform their competition and stay pandemic-proof.


Believe it or not, many businesses were ill-equipped for the digital era, which became their Achilles Heel.

Whether it’s restaurants that didn’t have an ability to deliver food via an app or online delivery service or gyms that didn’t have an adequate online training platform set up, many businesses were simply dabbling in the online landscape prior to the COVID-19 outbreak when they should have already had their feet planted firmly in the soil.

Understand that it’s not enough to just be online. Your business also needs to have a very specific and measurable method of driving traffic while making sure that any visitors you get can be converted into a future sale or customer (depending on your business and business-model).

This leads me to the next thing your business needs:


No two offers are alike.

There are offers, which can be hit or miss and kinda work.

And then there are offers that hit homeruns. These are the offers that I imagine your business wants.

These are the offers that utilize effective pattern interruptions and dive into the hearts of what the consumer wants.

But how do you create an offer that draws in clients like Winnie the Pooh to honey?

Allow me to answer that question with a more important question:

What does your ideal customer/client want?

You need to be able to answer this question and create a gift that you can give them in order to leave a lasting impression in their mind. The gift needs to solve their problem.

This gift is your lead magnet.

We, at Affinity Agency, recommend using this gift in exchange for their email so you can follow up with them and continue to add value to them.

Over time, they’ll happily join you as your customer or client because of the value and results you’ve provided up front with little to no cost.

Now, you might be wondering: What exactly would I do with their email and what would they want?

The answer to this question is a simple two words: Marketing. Funnel.


In order to provide your potential clients/customers with the most value, you’ll need to be able to give them consistent follow ups and remain at the top of their mind.

Remember, your ideal client/customer is being bombarded with ads and marketing material constantly on a daily basis.

They’re on their phones and computers constantly and with pixel retargeting, everything they browse is constantly trying to make a reappearance to sell their product or services.

You need to stand out from the crowd and provide results, so they know who to go to.

They need to know, like, and trust you and the simplest way to achieve the results you want is by crafting a funnel that allows you to tailor results to prospects that are interested but not yet convinced.

This strategy will bring in results, but it won’t necessarily bring results overnight.

However, there’s one more tool that will allow you to get those interested prospects into your door and prevent your competition from getting them.

What do you need?

You need a proper email marketing campaign.


The email campaign works alongside your funnel to deliver the results that you want for your business while getting the information to your potential customers that they want.

Now, I hear you exclaiming through the computer screen, “But isn’t email dead? No one wants to be spammed and get a bunch of crap in their email”!

This is extremely true, which is why we work with you to craft emails that your potential clients and customers actually want to open.

We’re not delivering them random spam, we’re providing them with information they actually want and need.

If you use these strategies we’ve outlined above, you’re sure to see a surge in your business whether there’s a pandemic or not.

If any of this seems overwhelming or confusing at all, please don’t hesitate to reach out to us for a short 45-minute strategy session.

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