Running a business in the era of COVID
Three things to keep an open mind about.
As we are all navigating our companies through COVID, it is my hope and prayer for other small business owners in today’s market that they thrive, not just survive. Also, I would like to inspire companies to develop new and efficient visions and to discover unique opportunities for igniting their business growth. Being a small business owner during a “normal” year is tough enough, but the responsibilities of keeping your doors open and employees paid when you’re in the middle of a pandemic have been almost impossible for some and devastating for others. Businesses often cut marketing budgets drastically, if not completely, when our world shifts. There are two important reasons to continue pushing forward with marketing your business: first, your competitors may not be doing so therefore it’s a great time to get your company noticed, and second, you want to instill a continuing sense of confidence in the stability of your business for both current and new customers.
3 Points… 3 Areas of Focus… 3 Nuggets of Hope...
1. Streamline—Implement your strategic marketing and advertising plan.
a) Know your audience—Who you’re selling to matters more than why you’re selling.
b) Locate your audience—Where you’re selling matters more than when you’re selling.
c) Relate to your audience—How you’re connecting matters more than what you’re selling.
2. Pivot—Business models, products, and services may all need to change. Change can be scary but be open to it, do it afraid.
a) You’re a restaurant? Well, now you make delivery your main objective.
b) You’re a grocery store? Well, now you’re a literal food truck on wheels where people can shop remotely.
c) You’re a distillery? Well, now you produce hand sanitizer to keep us all germ-free.
3. Selflessness—Pay it forward! This may sound counterproductive, but what if-what goes around really does comes around.
a) Find areas where you can donate your business services or products, supporting those who are faithfully supporting your community.
b) Look for opportunities to serve others. An unselfish act of kindness builds character, which in turn develops perseverance.
c) Selflessness will not necessarily increase your bottom line, but in the words of Dr. Seuss, “ And what happened then? Well, in Whoville they say- that the Grinch’s small heart grew three sizes that day.”