Small Businesses

How to pivot your small business strategy during the COVID-19 crisis

How to create a Coronavirus Crisis Management Plan in a few easy steps
We small business owners are prepared for many things.

However, we have never witnessed anything similar to the COVID-19 pandemic. This leaves us unsure about how to handle these unusual times.

I understand that this can be a frightening and lonely time, both professionally and personally. I hope that you are safe and well. This article may help you to plan for any business problems related to the coronavirus.

As an entrepreneur I have been forced to pivot several times. It can be stressful but it can also be a time for innovation and growth.

These are some of the things to keep in mind when you create your coronavirus emergency management plan for your business.

The importance of helping over selling

You have a business to run. I get that. However, I’m not suggesting that you open up your own shop or give away any of your possessions. My suggestion is to take a step back, think about your community and consider how you can help it.

Perhaps your offering could be a way to help these people through difficult times. The Broken Whisk is one of our clients and has been forced to close their Agassiz, B.C. restaurant. restaurant. Instead, they have created a menu of select gourmet meals at $5 per person.

Their Facebook post is getting shared and liked because it’s a tasty offer and a way to give back to the community. It also has started a chain for charitable giving. People are giving more money to help those in need.

Is it possible to improve the customer service and community experience by adapting your existing marketing strategy?

Online Events & Offerings

Hosting a conference or hosting an awards dinner is not allowed at this time. An important part of your business planning related to COVID-19 will include an online marketing strategy.

You can still connect people at home through webinars, Facebook Live videos, and virtual conferences with tools like Zoom. You don’t have to be concerned with coronavirus content. Keep creating video that will benefit small business marketing strategies long after the COVID-19 crises are over.

This is an example of a pivot in online marketing. A Stroke of Genius is our client located in North Vancouver, BC. Barbara Aylesworth is an interior decorator who has worked directly with manufacturers and clients to build her business. She was forced to change her marketing strategy due to the COVID-19 crises. Now she offers virtual consultations and project management.

Barb invites people to upload photos of decorating or design challenges via Instagram. She will then share her ideas.

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This is a fun, inspiring way to reach her community when they are most in need.

Is it a good idea to stop marketing during COVID-19? Learn more at our website.

You may not sell hand sanitizer or toilet paper, but you might be worried about the effects of the coronavirus for your small business, your revenue, your employees and your marketing funnel. Does that mean you should stop marketing for now? No!

Focusing on the positive and changing things we can do is my philosophy. I also believe in finding the positives even when faced with adversity. This article will discuss how to manage the challenges of marketing in crisis situations and keep your company afloat.

Future Growth: Business Planning

You must respond to the COVID-19 pandemic using the correct messaging. However, don’t let your marketing strategy or ad dollars get in the way of your vision.

Consumers are spending more time online but they don’t want to make decisions about their future now. Your conversion rate will drop if you offer a service that requires customers to travel or plan ahead, as this can impact your business’s ability to sell. Don’t assume that traffic will continue to flow to the same ads and content that were used before the pandemic.

However, all is not lost. You can use this opportunity to interact with customers via social media, and to increase brand awareness through content and paid advertising. You may find that your online competition is less during economic downturns. This means that you can pay less for more eyes and clicks.

Your website can be used to promote spring-themed gift certificates or to create financial planning articles during COVID-19. This will give your customers an incentive to stay with you even if it means more business.

Your Yoga Flow, an online app that allows you to take virtual classes, is one example. They are actually seeing an increase of sales, as people attempt to be active and healthy even though they are at home. They not only sell their services but also offer a free meditation service during “these trying moments”. This helps to increase brand awareness and give back.

When you look forward when you create your coronavirus crisis plan, you will be better placed to stay relevant to your audience and remarket to them later.

Empowering Your Employees

According to recent statistics, more than 500,000 Canadians (or 2.5% of the workforce) have filed E.I. Already, over 500,000 Canadians have filed E.I. You don’t have to make tough decisions about staffing cuts. How can you keep your team engaged and positive about the future?

Here are some ideas:

  • Training opportunities are available to your team and company for the long-term.
  • For employees with children who may not be in school, it might make sense to adjust vacation policies and work hours.
  • To increase your customer service responsiveness, you can share jobs with other departments.
  • Include your team in projects that are “back burner”, or items you put off because of being too busy.

Your team may be working remotely so make sure you check in often. It can be beneficial for your team’s mental and physical health to have a 15-minute virtual meeting or daily coffee to discuss how everyone is doing.

No matter what kind of company you run, customers want assurance and help right now. When you are creating your coronavirus crisis management strategy, remember that everyone is being bombarded by messaging noise.

It means they get emails from every company they follow on social media. To help your small business survive the COVID-19 crisis and to pivot your marketing strategy, ensure that all communications are concise, relevant, and meaningful.

As we move to a new marketing approach and recover from the global crisis, the more value that you can provide your customers now will make you more successful.

molw.net

We are a team of professionals with each having two decades of experience in start-ups, sales, marketing, finance, HR, large scale project and profit centre management and running mature cross functional operations. At Molw.net we are big believers that knowledge transfer is critical to our industry’s evolution. We love to share our experiences and learnings through our online resources.

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